Features
Time for Sri Lanka Tourism to think more like tourists than brand builders
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by Sanath Nanayakkare
Global e-Tourism Frontiers expert Damian Cook recently urged Sri Lanka Tourism Industry stakeholders to identify multiple ways to present a more inclusive destination image to the world thinking like tourists and more importantly thinking like millennial travellers who have upended the established order of the global travel business.
Speaking from Kenya to a virtual meeting in Sri Lanka hosted by Sri Lanka Tourism and Advocata Institute, Damian said the travel market today has radically changed and the way of building a brand has also changed substantially.
“Today a tourism brand is fragmented through the behaviour of millennial travellers. So it becomes much more complex – a logo, pictures of happy people or TV commercials are okay, but more than that, we need to be able to think more like tourists than brand builders. Many of us make that mistake. When we promote our destination, we don’t picture ourselves as tourist,” Damian said.
“This is a conversation which is quite complex, but is very important to have. I know your destination well. You need to be able to present the potential visitors different elements of your destination along with a variety of experiences they can have in Sri Lanka. Your country has a huge diversity of tourism experiences. And they are not for every one. They are for particular types of people or a niche segment. So let’s find those people and show them the Brand Sri Lanka that works for them.”
“The way people perceive travel destinations has changed a lot. This change is not mainly due to the impact of Covid-19. Those changes were there in the travel trade in 2019. Everybody knows that global tourism slowed in 2019 due to a cooling world economy. And hoteliers were concerned about losing their business to Airbnb – the vacation rental online marketplace. So the changes were already taking place. The pandemic has accelerated and amplified them”.
“Millennials won’t just be the initiators of holiday travel post pandemic, their behaviours will influence how younger and older tourists also choose their destinations because these two generations follow the millennials”.
“Thus millennials are the predominant market for travel. They book their holidays using their smartphones. They make their travel itineraries in-destination. They choose experiences over package tours, sea, sun and sand, or one particular tourism feature. They wouldn’t be easily lured by TV commercials or glossy promotional print ads on Tourism. And they are the ones the travel businesses the world over expect will first begin holiday travel post-pandemic becoming key to revival of tourism”.
“Millennial travellers have many instagram followers and fan clubs that are very active in sharing likes, photos and reviews of places they visit. Their followers tend to choose destinations through mutual inspiration. They are not seeing TV commercials or looking at glossy magazine ads. When was the last time you saw a TV commercial when you were watching Netflix and streaming services? You haven’t, because you are not even exposed to that kind of thing now,”
“In the recent past, we have seen the growing impact of travellers in the age range of 24-39 who are the predominant travel market. Their activity in the digital space has grown so substantial that their way of perceiving a travel destination has changed immensely. They consume content online and they book and buy travel online. This practice has given them a different exposure to destination brands; from becoming aware of a destination brand online through to actually travelling to that place.”
“Because they buy online they are very used to customising what they buy according to their unique tastes.. They go for a customised product that satisfies their travel interests. This is why we are seeing the breakdown of mass tourism model. So we need to shift the focus from mass tourism model to niche segments. Millennials are the demographic that doesn’t want to be treated as a commodity, doesn’t want to join a package tour, doesn’t want to board a cruise ship, doesn’t want to be told that this is the destination you are going to, and this is what you will do there. They want to see the destination ‘their way’. And if they recommend a destination, their fan club would also want to have that travel experience through authentic inspiration. On instagram they find thousands of photos posted by passionate individuals and they’d choose destination Sri Lanka when they see that Sri Lanka has got what they are looking for”.
“So it shouldn’t be about one strategic campaign or promoting one single destination image for Sri Lanka. It should be a multiple campaign providing different elements of the destination and the ‘critically different’ experiences that travellers can have in Sri Lanka,” Damian said.
Damian Cook is the CEO of E-Tourism Frontiers, a global initiative which develops Online Tourism in Emerging Markets, such as E-Tourism Africa initiative, which trained hundreds of tourism professionals across Africa, collaborating with international experts and major travel firms to do business in Africa. He made presentations at leading global summits in Tunis, Berlin, the US, and also in China, Japan and Thailand.
Features
Africa gaining ground in intra-regional cooperation
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At a time when the US is veering towards a policy of international isolation, it augurs well for international growth that Africa is emanating signs of stepping up intra-continental cooperation. Above all, Africa is in the process of proving that she could ‘stand-alone’ and be relatively autonomous in her ground-breaking growth drive.
Of course such epochal developments should not be construed as meaning that Africa would sooner rather than later be rid of the socio-political and economic bottlenecks that have been dogging her at heel for decades. What they mean is that she is managing these problems in a consistently constructive fashion currently.
We in South Asia in particular need to take note of these developments. This is mainly in view of the fact that SAARC is non-functional. It is not ‘dead’, as a former President of Sri Lanka tried to have us believe, but its virtual paralytic state at present should have discerning sections in the region concerned. It is robust regional cooperation in the fields that matter that helps a country in its growth and development and if SAARC is dysfunctional this is a serious setback for Sri Lanka and the region.
Closer integration into BIMSTEC and ASEAN is certainly desirable but if governments are having Sri Lanka’s best interests at heart it is primarily to the SAARC region that they need to look. For instance, how Sri Lanka is hoping to further its growth prospects by not factoring in stepped-up and positive economic interaction with India and Pakistan, for example, is incomprehensible.
There is a strong regional dimension to any country’s economic growth and unless the relevant regional cooperative mechanisms are rendered operational, the desired level of national development could not be achieved in full. Hence the need to render SAARC fully operational once again.
However, unless and until governments of the region realize the urgency of meeting the above challenge, SAARC would remain in a state inertia. The pressing need is visionary political leadership at the regional level. Right now this is seriously lacking.
It would seem inappropriate and misleading at first blush to attempt to draw comparisons between the vast continent of Africa and the South Asian region in view of the latter’s comparative geographical smallness, but this is more so why Africa’s present exercises in intra-continental cooperation need to be positivey assessed. If Africa could be making some headway in intra-regional cooperation, given her ‘Giant’ status and her seeming unmanageability as a collectivity, why can’t South Asia, a comparatively physically small region? ‘This is the Question’.
While the above and connected matters of importance for regional growth need to be seriously studied by political leaders and policymakers of South Asia, they would be acting in the regional interest by taking a leaf or two out of Africa’s book of cooperative growth and development.
All watchers of international development should feel compelled to take a hard, discerning look at the 38th African Union (AU) Summit held in Addis Ababa, beginning February 15th this year. Interestingly, the Summit theme was, ‘Justice for Africans and People of African Descent through Reparations.’
Coincidentally, erstwhile Namibian leader Dr. Sam Nujoma passed away on the eve of the Summit. Nujoma was perhaps the last of those prominent leaders from Africa who doggedly championed the cause of the libration of his country and of the continent from the shackles of colonialism. More leaders of his ilk are required by the South in general and Africa in particular.
While the acquiring of ‘reparations’ for colonialism’s ravages could prove a very long-gestation project, it is vitally important for Africa and other regions that came under colonial control to keep the issue constantly in focus.
Meanwhile, Africa’s gains in economic cooperation under the AU need to be studied appreciatively by the South and other regions in their interests. Some of the achievements of the AU under the aegis of the African Development Bank (ADB), as outlined by outgoing president of the Bank, Dr. Akinwumi A. Adesina at the Summit were: ‘515 million African lives were transformed over the past decade, including 231 million women, 127 million people gained access to better services in terms of health, 61 million people gained access to clean water, 33 million people benefited from improved sanitation, 46 million people gained access to ICT services, 25 million people gained access to electricity.’
Reports said that the Summit also, among other things, adopted the ‘African Financing Stability Mechanism’. Under this arrangement, $20 billion in debt refinancing will be provided for African nations. This will happen alongside the adoption of the ‘Strategic Framework on Key Actions to Achieve Inclusive Growth and Sustainable Development in Africa Report’.
The Report outlines key actions for Africa to ‘Achieve and sustain an annual growth rate of at least 7% of GDP over the next 5 decades.’
The above are a few aims that the AU intends to achieve going forward for the whole of Africa. But they are sufficient evidence of the current effectiveness of the collective organization. We see here a notable example in South-South cooperation which is a dire need today in the developing world.
South-South cooperation is the way to go particularly in consideration of the US’ current policy of virtually ridding itself of the past policy of helping the South by way of development assistance. Instead of bemoaning the fact that institutions, such as USAID, will be almost no more, the South would do well to take a hard look at Africa’s success stories in helping itself with little or no external assistance.
The discontinuation of US assistance needs to be seen as the proverbial ‘blessing in disguise’ by the South. Here is an opportunity for the Southern hemisphere to finally rid itself of those neo-colonial umbilical binds that have been preventing it from achieving genuine national liberation.
To be sure, the South is not going to meet with spectacular success by adopting the African model in the near term. But if the model is doggedly persisted with by enlightened governments of the South some success is certain to accure to the hitherto ‘Wretched of the Earth’, going forward.
Features
Mrs. World Tshego Gaelae …doing it differently
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While most of our pageant winners get involved in frivolous activities, during their reign, the 40th Mrs. World pageant winner, Tshego Gaelae, from South Africa, is keen to bring into the spotlight her country’s potential.
Before her departure for the Mrs. World pageant, held in Las Vegas, in the USA, in January, the Lawyer, Entrepreneur, Model and Digital Creator, said:
“I’m so excited to be sent not only as a delegate but a representative of those hopeful hearts that always want to see South Africa’s potential shine and win. I stand on the shoulders of icons, world champions, the Queens that have gone ahead of me, and of the world leaders that continue to ensure our global participation and impact.
“Thank you everyone for the support so far!”
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A coke and a smile…with Sprite Cucumber her pick
Referring to the interview for the position of Mrs. World, Gaelae said: “We get to bring our most authentic self to advocate for the causes we want to advance through the most prestigious platform that is the Mrs World Pageant. What an honour to have such experienced judges who care to hear about what I want to achieve.”
The lead up to the prestigious Mrs. World event was doubly exciting for Gaelae as she got the opportunity to display not only her country’s creations but also check out certain nostalgic venues.
“We received the honour of being at the Elvis penthouse suite, at the Westgate Vegas! The space is spectacularly filled with iconic and historic presence, fit for the king that was Elvis Presley.”
The Mrs World participants spent an evening honouring Victoria’s Voice Foundation and Gaelae’s gift to the Foundation was a canvas shirt with President Nelson Mandela’s face printed on it. The shirt can either be worn or displayed in a frame, and Gaelae says she is so glad to have had the opportunity to present a piece of her beloved South Africa.”
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The bangles she gifted to all the participants at the Mrs. World pageant
Gaelae went on to say: “I always joke about being Zulu in my past life, but on a serious note, I love the Zulu Culture so much, that I gifted my Mrs. World Pageant Sisters some beautiful bangles.”
They also visited the special Coca-Cola Store in Vegas, and got to taste some interesting flavours. And Gaelae’s pick … “Sprite Cucumber definitely wins for me.”
Mrs. World enthusiastically said that one of the biggest gifts she received out of her Mrs South Africa journey was that of sisterhood, “and it’s so amazing to come to the Mrs. World pageant and find it once again,” she went on to say.
“My roommate was the gorgeous Ishadi Amanda from Sri Lanka! We bonded with no delay, and laughed till we cried! I was literally paired with a sister from another mother.”
Tshego Gaelae also had a special comment to make regarding the article we published about her in The Island of 6th February, 2025.
“Thank you so much for the beautiful article and coverage.”
Features
Activate all that is good for your skin
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Hi! This week, too, I’m giving you some easy to prepare tips to help you achieve all that is good for your skin.
* Cucumber and Lemon:
Mix equal parts cucumber and lemon juice and apply the mixture on your face (avoiding eyes). Allow it to sit for 10 minutes and then rinse it off. This natural face beauty tip will brighten your skin tone and lighten blemishes, if used on a regular basis. The best aspect is that it is appropriate for all skin types!
* Tomatoes:
Scoop up the pulp of one tomato and apply it evenly on your face. Allow it to dry for 15 minutes before washing it off with warm water … to reveal a naturally radiant skin.
* Green Tea:
After steeping green tea in hot water for about 05 minutes, allow the tea to cool. Transfer the tea to a spray bottle and spray, in short bursts, or place a little amount onto a cotton pad and pat on your face after thoroughly cleaning it.
* Chilled Tea Bags:
A chilled black or green tea bag does wonders for your skin. This natural face beauty technique may rapidly reduce puffiness around the eyes, making them appear brighter and more alert. Place the tea bags on your eyelids and relax for 05 to 15 minutes while they perform their magic.
* Honey:
Applying a small amount of honey to your face every day is an excellent approach to getting healthy, bright skin. Honey’s absorbing properties draw out pollutants from skin pores and help completely cleanse your skin. Honey’s antibacterial effects heal and prevent acne. Honey’s antimicrobial qualities soothe skin irritation and protect skin from bacterial infections. Honey, has remarkable moisturising effects and is also a terrific relief for dry skin.
* Coffee:
Exfoliating on a regular basis improves the appearance of your skin, making it look younger and healthier. For those who enjoy coffee, a homemade coffee scrub is all the weekly nourishment your skin requires. Coffee’s anti-inflammatory qualities minimize redness, irritation, and acne. All you need to do is mix freshly ground coffee beans, coconut oil, and brown sugar to your desired consistency in a bowl. Massage gently in circular strokes over your face, then rinse with warm water. After using an exfoliant, always moisturise.
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