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Promotion of Eco & Wild life Tourism
Srilal Miththapala Bsc.Eng: C.Eng; FIEE; MIMgt; FIH
Project Director,
Ceylon Chamber of Commerce Solutions ( Pvt) Ltd
Immediate Past President Tourist Hotels Association
Workshop on Tourism Marketing for Developing Sri Lanka Tourism Master of Tourism Economics & Hotel Management
University of Colombo 17th June 2012
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Outline of Presentation • Sri Lanka Tourism
• Tourism
• Types of tourism
• Sustainable tourism
• Eco tourism
• Wild life tourism
• Eco & wild life tourism in Sri Lanka
• Promoting Eco & wild life tourism of Sri Lanka
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Sri Lanka Tourism
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"This country is an oasis, prosperous and happy; it's people are well-to-do; they all have received the faith, and find their amusement in religious music. – Fa Hien (414A.D)
"This, for it's actual size, is better circumstanced than any other island in the world .. … In this island there is a very high mountain where the tomb of Adam, our first parent, is supposed to be found" – Marco Polo (1293 A.D)
“Dear me! It is beautiful” – Mark Twain (1890)
A Traveller’s paradise
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Sri Lanka Tourism A 40 year- Roller Coaster Ride!
© Srilal Miththapala Data sourced from SLTDA
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© Srilal M 2009
Tourist Arrival Variation January to December
-32.4%
-15.7% -10.5%
-12.4%
-20.6%
8.1%
28.0%
34.3% 28.6%
7%
20.1%
Total 2008: 447,890 Total 2009: 438,475
© Srilal Miththapala Data sourced from SLTDA
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Tourist Arrivals – 2009 to 2012 Total 2009 – 447,890 Total 2010 – 654,476 Total 2011 – 855,975
Total 2012 (Up to May) – 387, 622
0
20,000
40,000
60,000
80,000
100,000
120,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2009 2010 2011 2012
No o
f Tou
rists
2012
2011
2010
2009
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Trend in Arrivals 2005-2011
Derived from SLTDA
date
© Srilal Miththapala
Trend
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Foreign Exchange Earnings from Tourism 2009 to 2011 (In US $)
47% growth in 2011 compared to 2010
Year
FE
in
US
$.
Mil
lio
n
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Spend Per Guest Per Night 2009 to 2011 (In US $)
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Sri Lanka Tourism 2011 Targets
unveiled in September this year, aims to ……..
• „put in place systems, processes and infrastructure to
achieve the 2016 target of attracting
2.5 million tourists ( 2010-650m)
2.75 billion US dollars in earnings (2010- 500m)
45,000 rooms ( 2010- 22,500)
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What is Tourism?
A tourist is a person who "travels to, and
stays in places outside their usual
environment for more than twenty-four (24)
hours and not more than one consecutive
year for leisure, business and other
purposes…”
World Tourism Organization
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World Tourism -2011
• 980 million Travellers
• Receipts USD 850 billion.
• 10% of the world employment ( 1 in every 12 jobs)
• 9% of world GDP
• 5% of investment
• 5% of exports.
WTTC’s - Economic Impact Research ( direct, indirect & induced impacts)
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What types of tourism?
• Leisure
• Business
• Ecotourism
• Nature Tourism
• Geo tourism
• Cultural tourism
• Cruise
• Medical
• Education
• Adventure tourism etc..
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Leisure Tourism Visiting Friends &
Relatives (VFR)
Business Tourism
• Holidays
• Health &
Fitness
• Sport
• Education
• Culture &
Religion
• Social &
Spiritual
• Nature/ Wild
life
• Visiting elderly
relatives
• Social visits to
friends &
relatives
• Wedding
celebrations
• Business
meetings
• Incentive travel
• Conferences &
conventions
• Exhibitions &
Trade fairs
(MICE)
What types of tourism?
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What is sustainable tourism ? Sustainable Tourism Management..
“…meets the needs of present tourists and host
regions,
while protecting and enhancing
opportunity for the future…”
(http://www.world-tourism.org/sustainable)
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Sustainable tourism is…
• Ecologically sustainable,
• Economically viable,
• Ethically and socially equitable.
• Long term perspective.
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Sustainability
People
Planet
Profit
© Srilal Miththapala
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Conservation Bio-diversity; natural
resources
Tourism Business profitability
Local Involvement Poverty alleviation;
empowerment
Sustainable tourism -a Balancing act
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Sustainable /Eco tourism
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Ecotourism
“Responsible travel to
natural areas that
conserves the
environment and
improves the well-being of
local people."
The International Ecotourism Society (TIES) in 1990
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• Responsible travel to fragile, pristine, and usually
protected areas that strives to be low impact and
(often) small scale.
• It helps educate the traveller;
• Provides funds for conservation;
• Directly benefits the economic development and
political empowerment of local communities;
• Fosters respect for different cultures and for human
rights
Ecotourism
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‘Sustainable tourism’ is not necessarily
only ecotourism
• ‘Ecotourism' does not involve much
mainstream beach-or city-based tourism,
where impacts are much greater than any
nature-based tourism.
• Sustainable tourism, therefore, is an attempt
to improve the impacts of all types of tourism.
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Types of sustainable tourism?
All tourism can
be sustainable !
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Conventional
Tourism
Sustainable
Tourism
Ecotourism
Adventure Tourism
Nature Tourism
Relationships between Tourism categories
Wild life tourism
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Sustainability
Global Warming
Environment
Conservation
Green house Gases
Biodiversity Energy Conservation
Carbon Emissions
Climate Change
© Srilal Miththapala
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Wild life -based Tourism • Wildlife tourism is watching
wild animals in their natural habitat
• It is also tourism undertaken to view and/or encounter wildlife, in a range of settings…
captive,
semi-captive
wild
• It encompasses…
passive observation
feeding and/or touching the species
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Nature/ wild life Tourism
Guidelines and Principles
• Based on the natural attractions of an area and education
about the area
• Focuses on experiential tourists who are interested in a
diversity of natural resources.
• Sustainable use of resources, and avoidance of degradation
( low impact)
• Enhancement of local community and assistance in
development
• Respect for cultural/social/political aspects of local people
• Profit for tourism industry
• Provides funds for conservation activities
• Provides incentives for local communities and landowners to
conserve wildlife habitats upon which the industry depends
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Positive Impacts of Wildlife Tourism
• Habitat restoration by eco-lodges and other tourism
operations
• Conservation breeding -breeding of rare and endangered species as a major part of their activities, and release the progeny when possible into suitable habitat.
• Financial donations -money from visitor donations to assist in-situ conservation of wild life
• Quality interpretation-gives visitors a more informed base on which to subsequently modify their behaviour
• Research and monitoring-support of monitoring of wildlife numbers or general research relevant to conservation
• Anti-poaching-Bringing tourists regularly into some areas may make it more difficult for poachers of large animals or those who collect smaller species for the black market
© Srilal Miththapala
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Negative effects of Ecotourism/
wild life tourism • Destruction of local resources to make room for ecotourism
• Exploitation of local residents such as using them for cheap labor
• Hunting down and destroying rare species and natural resources to make souvenirs and to use for tourist attractions
• Damaging the environment and destroying nature to make room for
man made establishments
• Using wildlife as tourist attractions and primarily to generate money for
the economy, not to preserve them.
• Disturbing Breeding Patterns
• Disturbing Feeding Patterns
• Disruption of parent-offspring bonds
• Increased vulnerability to predators and competitors
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Sri Lanka as a eco/ wild life
based tourist destination ?
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• A 2500 year old history.
• Virgin forests, royal and sacred cities.
• Cliff top citadels, colonial strongholds and temple caves.
• 8 World Heritage Sites declared and listed by
UNESCO. • One of Asia's richest treasure troves of both natural
and man-made wonders.
© Srilal Miththapala
Sri Lanka-destination attributes
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2.6 % 24.8 %
4.1% 68.5%
Primary
Modified
Plantation31.5%
http://rainforests.mongabay.com/deforestation/2000/Sri_Lanka.htm
Sri Lanka land area
breakdown
Non – Forest
© Srilal Miththapala
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• Diverse Ecosystem Areas – shrub
lands, savanna and grass lands,
wetlands, riverine forests, mangrove
forests, tropical rain forests.
© Srilal M 2009
Biodiversity
• One of the 34 biodiversity hotspots in the world.
• 32.2% of the land area has some form of forest cover, while
the closed canopy forest cover is about 23.9% ( FAO)
• Varied Ecological Zones – Low country dry zone,
Low country wet zone, Central hill zone, Intermediate zone,
Arid zone.
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© Srilal M 2009
The world
famous
Sinharaja Virgin
Rainforest
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• The only country in the world, where one can see the both of the world’s largest mammals - Elephants and Whales
• 1885 the first forest ordinance was passed which paved the way for the setting up of the national parks…
• 11th AD King kirthi Sri NissankaMalla decreed that no animals should be killed in the vicinity of the sacred city of Anuradhapura
• 3rd century BC King Devanapiyatissa created, possibly the world’s first wild life sanctuary in the south of the country.
Wild life
© Srilal M 2009
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• 3,300 plants
• 80 mammals (16END; 9CE; 32T)
• 480 birds (33END; 10CE; 36T)
• 66 amphibians (90 END; 12CE; 40T)
• 180 reptiles (101END; 10CE; 18T)
• 240 butterflies (20END; 1CE; 45T)
Wildlife Species
© Srilal M 2009
Ref IUNC Red List
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Wildlife Parks
13.Bundala National Park
3.Sinharaja Rainforest Reserve
1.Yala National Park
14.Wirawila Bird Sanctuary
2.Wilpattu National Park
12.Somavati Chaitiya Sanctuary
6.Minneriya National Park
10.Victoria Randenigala Rantambe Sanctuary
7.Gal Oya National Park
8.Horton Plains National Park
4.Uda Walawe National Park
5.Wasgamuwa National Park
9.Madurua Oya National Park
11.Ritigala Strict Natural Reserve
© Srilal M 2009
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The largest density of wild Asian Elephants in the world
10% of the world population, in 2% of the available
elephant habitat in the world
© Srilal Miththapala
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© Srilal M 2009
The unique spectacle where the largest number of Asian
elephants gather on the open plains of the Minneriya National Park
during the months of April-Sept .
The ‘Gathering’
© Srilal Miththapala
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Wild elephant at cricket!
Dimitri Miththapala
Dimitri Miththapala
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In the Ocean
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© Srilal M 2009
On Land…
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© Srilal Miththapala
Hence certainly there is no shortage of physical attributes as a nature destination…
All This on a small 65,000 sq km island. Possibly one of the most unique places on earth.
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“Asia‟s most Authentic
Compact, Diverse island”
Sri Lanka tourism positioning
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Authentic being-seeing
Unique
Traditional
Natural
Simple
Unspoilt
Rooted Inimitable
Ethical
Sustainable
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© Srilal Miththapala
…And many hotels have ‘jumped on the
eco-tourism/nature tourism bandwagon’
“Ecotourism" – is a term that has long been open to abuse and misrepresentation.”
The Guardian
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The market demand for eco/nature based tourism
• Captures $77 billion of the global market and experiencing double-digit gains that are likely to accelerate as concern about global warming rises.
• The United Nations World Travel Organization (UNWTO) estimates that in 2007 ecotourism captured 7 % of the international market.
• According to Travel Weekly, sustainable tourism could grow to 25% of the world’s travel market by 2012, taking the value of the sector to approximately $473 billion a year.
• Centre for responsible travel
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Some good hotel examples…
© Srilal Miththapala
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© Srilal Miththapala
GREEN WASHING ?
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© Srilal Miththapala
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New emerging needs of tourists
Changing needs of the tourists food, accommodation and excitement
To experience, learn about another
culture, enriching oneself, concern for
environment, interest in nature & wild life
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LOHAS – the new premium tourism
customers?
Lifestyles Of Health And Sustainability.
• Well-off, well-educated, health-conscious and socially and
environmentally aware
• Essentially, these are people who live and consume in an
informed, aware and ethical manner, especially with regard to
their own health and fitness, and to social and environmental
issues.
• They are also interested in spirituality and new technologies.
• The US market for LOHAS goods and services is put at $209 billion
including a large „eco-tourism‟ market estimated at $42 billion.
: The Natural Marketing Institute, 2008),
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Revenue Earned by Wild Life Parks from
Tourism Year 2007 - 2010
0
50
100
150
200
250
300
2007 2008 2009 2010
Rev
enu
e R
s M
illi
on
Year
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Visitors to National wild life parks
Local to Foreign ratio- almost 3.4 times in 2010
SLTDA
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Revenue generated from National wild life parks
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Department of National Zoological Gardens
Income 2011
0
50
100
150
200
250
300
350
400
450
500
Elephant Orphanage Dehiwala Zoo Other Sources
487 Mn
163 Mn
16 Mn
Modes of Income
Income
in Rs.
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Number of Visitors - 2011
Number
of Visitors
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…but what about the guiding principles?
• Education about the area
• Sustainable use of resources, and avoidance of degradation ( no over-visitation)
• Enhancement of local community and assistance in development
• Respect for cultural/social/political aspects of local people
• Profit for tourism industry
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Using local people as guides and
trackers to show wild life of area
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Environment friendly lodges & tented camps
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Involving villagers in tourism
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Low intensity
activities
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Safaris to National Parks
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Negative effects of nature/wild life tourism in
Sri Lanka
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The Gathering at Minneriya-
Hemmed in and nowhere to go..
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‘Traffic Jams’ at Yala
Manori Gunawardena
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Boats disturbing whales
Riaz Cader
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Pinnawela – Elephant ‘Orphanage’ ?
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© Srilal Miththapala
Will tourism be guilty of over-exploiting
this unique & wonderful gift of nature?
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“ The war has done you some good ....indirectly.
It has helped to preserve your natural resources to a great extent over the past 2 – 3 decades.
You must, at all costs, safeguard this pristine environment, and not let it be destroyed in the rush
to develop”
Romulus Whitake , a.k.a „The Snake man of India‟,
Eminent Herpetologist,
at a lecture of the Wild Life & Nature Protection Society , SLIE auditorium,
14th September 2010
© Srilal Miththapala
Post war Sri Lanka
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Leopard haven…. "If God Created a patch of land for
Leopards on Earth, then it must be Yala“
Angie Scott , Award winning photographer of Big Cat Diary,
at a presentation at Cinnamon Lake,
at the end of their visit to Sri Lanka
9th July 2011
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Branding and promotion
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Sri Lanka Tourism
Beach
Wild Life/ Nature
Adventure/ sports
Wellness
Culture
© Srilal Miththapala
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Wild life sub-branding
• “ Sri Lanka the ultimate island safari”
• “Sri Lanka the best for big game outside
Africa”
• “Sri Lanka‟s four big- The elephant, whale,
leopard and sloth bear
• The Sri Lankan elephant as an icon for tourism
© Srilal Miththapala
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World recognition
• The Gathering – “The world‟s 6th best wild life
wonder”
• Lonely Planet - 1000 ultimate sites guidebook 2011
– Sri Lanka Elephants Gathering
• National Geographic – Best 25 new trips for 2010 –
Sri Lanka
• National Geographic – Best destinations 2012-6th
place
© Srilal Miththapala
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http://www.lonelyplanet.com/travel-tips-and-articles/76694
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The largest land mammal
in the world
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The largest mammal
in the world
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One of the largest predators in the world
Franklin Silva
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Elusive ….
Franklin Silva
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The world largest mammals… THE ELEPHANT
and
THE WHALE …and the largest concentration of
LEOPARDS and the elusive
SLOTH BEAR
Srilal
Sri Lanka’s BIG 4?
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“Lanka best for big game
safaris outside Africa”
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Rank
No : 2
© Srilal Miththapala
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The Sri Lankan Elephant-
• A distinct sub species
• The largest
animal in the world
• One of the easiest places in the world to see wild elephants
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Flagship Species
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“The greatness of a nation, and it‟s moral progress can be judged by the way it‟s animals and environment are treated” --
Mahatma Gandhi © Srilal Miththapala
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© Srilal Miththapala
… and leave only footprints
Tread lightly,
take only photographs,
kill only time…
Thank you… and all the best in your studies.
www.srilankaelephant.com
www.facebook.com/SriLankaElephant
© Srilal Miththapala