Battling for tourism dollars

In the post-war era, a new chapter of economic and tourism development is unfolding in Sri Lanka’s Jaffna.

nov6_jaffna-street2

When the 500-seater train from Colombo pulls into Jaffna railway station every afternoon, some 50 to 75 foreign backpackers usually get off.

“The morning train to Jaffna has a sizable number of Western tourists,” Vipula Wanigasekera, general manager and CEO of Sri Lanka Conventions Bureau told TTG Asia. “These FITs normally explore the city using a motorcycle hired in Jaffna.”

That is a sharp contrast to the Jaffna barely six years ago, where tourism in this war-torn region was almost non-existent. Located in Sri Lanka’s far north, Jaffna was once the epicentre of the country’s decades-long ethno-political conflict, enduring bombardments and heavy loss of life and property.

Now the historic Tamil city is waking up to a different picture. The heritage-rich city is receiving growing attention from intrepid travellers and foreign backpackers. Roads, malls and guesthouses have also sprung up since the civil war ended in 2009.

The city’s infrastructure and accommodation, though still not up to international standards, have improved from a few rooms a decade ago to some 500 rooms now.

Malraj B Kiriella, director general of the Sri Lanka Tourism Development Authority, said the government is working on an integrated plan to develop and improve accommodation and attractions in Jaffna. “When required, we have facilitated investments in new hotels and guesthouses in the city,” he said.

The authorities are currently planning to transform the city’s military-controlled airport to a civilian facility with flights from southern India, which is less than an hour away.

Calling for improvement in Jaffna’s accommodation standards, S Paramanathan, president, Travel Agents Association of Sri Lanka, said: “There are accommodation facilities with 10 to 20 rooms, and while the rooms are decent, they are not as good as in Colombo. Foreigners are seeking hotels with facilities and services similar to what is available in the capital.”

Things look set to change when Jaffna’s first high-class property, the 55-room Jetwing Yarl from the Jetwing chain, opens in December this year. “(Jaffna) is becoming a popular destination but may need a little more promotion,” said Hiran Cooray, chairman of Jetwing Hotels Group. “Economic activity will soon take off and draw many travellers.”

To some extent that is already happening. Large DMCs like Aitken Spence Travels are urging foreign tour operators to include Jaffna in their Sri Lanka brochures, while foreign travel consultants have started visiting Jaffna and the north to familiarise themselves with the region’s facilities and sights.

“The industry wants to popularise Jaffna as it is a new destination and something different from the other often-visited locations,” said Nalin Jayasundera, managing director of Aitken Spence Travels, which handled 300-400 foreign visitors to Jaffna from March 2014 to April 2015.

Jaffna’s star attractions are its beautiful beaches, rich tapestry of food and culture, decades-old Hindu temples, Keerimalai natural water springs and Jaffna Fort built by the Portuguese.

The city is also well known for local wines prepared from large vineyards – a particular draw for French tourists. Telson Fernando, general manager at STP Holdings, which owns two boutique hotels in Jaffna under the Heritage brand, said: “French visitors are keen to see vineyards during the season.”

S Hariharan, managing director at the 30-room Subhas Hotel, the city’s oldest hotel, said that many tourists also visit the nearby Delft island to “look for the history of their ancestors”. The island has an abundance of Dutch-period artefacts and 1,000 wild ponies.

Even surrounding areas like Kilinochchi, Mullaitivu and Mannar are considered new attractions in Sri Lanka, many of which are unexplored territories for both foreigners and locals alike.

However, some trade members caution against rushed development. Said A M Jaufer, president, Chamber of Tourism and Industry Sri Lanka: “There is a need to identify and develop the potential areas for tourism in Jaffna. However, the most important aspect is in educating the local community on how they can earn and improve livelihoods. It is important that steps are taken to ensure the community benefits from tourism before actively promoting the destination.”

nov6_quote

This article was first published in TTG Asia, October 16, 2015 issue, on page 5 To read more, please view our digital edition or click here to subscribe.

Sponsored Post