Tourism as a Pathway to Economic Growth: What Pakistan can Learn from Sri Lanka?
- Resilient Recovery: Sri Lanka’s tourism industry has bounced back from challenges like civil war, terrorism, and natural disasters through infrastructure development, effective marketing, and safety measures.
- Economic Contribution: Tourism is a major revenue source for Sri Lanka, contributing significantly to foreign exchange and reducing reliance on traditional industries like agriculture.
- Lessons for Pakistan: Sri Lanka’s strategies, such as privatization, digital marketing, and improved hospitality, offer valuable insights for Pakistan to develop its tourism industry and boost its economy.
In today’s increasingly interconnected world, tourism has become a pivotal component of economic development. Among the nations that have successfully capitalized on tourism is Sri Lanka, which has seen remarkable growth in its tourism sector despite facing numerous challenges such as political instability, civil unrest, and natural disasters. Sri Lanka’s journey offers valuable lessons for countries like Pakistan, where tourism potential remains largely untapped due to similar issues of instability, security concerns, and underdeveloped infrastructure.
Sri Lanka’s tourism industry has proven to be resilient, recovering over the years from various setbacks, including prolonged civil wars, terrorist attacks, and natural disasters. Despite these challenges, Sri Lanka has diversified its tourism offerings, becoming a hub for adventure, cultural, historical, religious, and eco-tourism. The country boasts a variety of attractions, such as the iconic Temple of the Tooth, Adam’s Peak, and Dambulla Cave Temple, which draw religious and cultural tourists from around the world. For history and archaeology enthusiasts, sites like Sigiriya, Polonnaruwa, and Anuradhapura are popular destinations. Additionally, Sri Lanka’s stunning beaches, such as Mirissa, Unawatuna, and Koggala, attract tourists for activities like whale watching, water sports, and relaxation. The Pinnawala Elephant Orphanage and Yala National Park provide ample opportunities for wildlife sightings, making Sri Lanka a prime destination for eco-tourism as well.
The tourism industry’s growth in Sri Lanka has been shaped by both internal and external factors. A significant contributor to the country’s success is the 1977 free trade policy, which boosted international tourism by making Sri Lanka an attractive destination for foreign visitors. However, during the Sri Lankan Civil War (1983–2009), international tourist arrivals dipped by 21% due to the violent conflict with the Liberation Tigers of Tamil Eelam (LTTE). Interestingly, the depreciation of the Sri Lankan currency has also played a pivotal role in attracting international tourists, as it made the country a more affordable destination.
Tourism has become a crucial revenue source for Sri Lanka, contributing significantly to its economy by diversifying from traditional industries like tea and rubber exports. The privatization of state-owned entities has been a key strategy in promoting foreign investment in the tourism sector. According to the Daily Reporter Sri Lanka, tourism has emerged as the third-largest source of foreign exchange, and it is projected to become the second-largest by the end of 2024. Sri Lanka’s tourism authorities have also adopted innovative marketing strategies to attract tourists. These include digital marketing campaigns targeting countries like India, China, the UK, Germany, and France, as well as participating in international travel shows. Sri Lanka’s tourism industry has garnered global recognition, including being named one of the top destinations for solo travelers by Forbes magazine.
To further boost its tourism sector, Sri Lanka has launched various promotional campaigns, such as “Sri Lanka, You’ll Come Back,” alongside the “Seeing is Believing” initiative, which involves influencers and bloggers to showcase the country’s tourism offerings. By mid-2024, Sri Lanka had already welcomed over 1 million tourists, with expectations to surpass 2 million by the end of the year.
While Sri Lanka’s tourism industry has faced substantial challenges, including the devastating 2004 Indian Ocean tsunami, Easter bombings, fuel crises, and the global COVID-19 pandemic, it has managed to recover through strategic initiatives. These include substantial investments in infrastructure, such as airport expansions, as well as efforts to ensure tourist safety, including the establishment of tourist police and the introduction of Electronic Travel Authorization (ETA) for securing digital visas. The Sri Lanka Tourism Development Authority (SLTDA) also rolled out COVID-19 safety protocols, such as issuing compliance certifications for hotels and launching a tourism app. Moreover, Sri Lanka’s recent collaboration with NDB Bank to introduce a travel card aims to enhance the tourism experience by easing financial transactions for tourists.
Pakistan, like Sri Lanka, offers a wealth of tourist attractions ranging from scenic beaches such as Clifton Beach, Kund Malir, and Seaview to historical sites like Mohenjo-Daro, Harappa, and Taxila. The country is home to numerous religious landmarks, including the Faisal Mosque and Badshahi Mosque, which attract both local and international visitors. Pakistan’s wildlife tourism is also growing, with destinations like Central Karakoram National Park and Deosai National Park offering stunning views and opportunities for eco-tourism. In addition, tourist spots like Murree, Hunza, and Swat are celebrated for their natural beauty.
Pakistan’s tourism potential remains largely underutilized due to factors such as political instability, security concerns, and outdated infrastructure. The country ranks 121st out of 140 countries on the Travel and Tourism Competitiveness Index, indicating that there are significant barriers to the development of its tourism industry. Terrorism, political instability, the complex visa process, and incidents of violence against tourists have tarnished Pakistan’s image as a safe tourist destination. Media portrayals of the country often emphasize these negative aspects, further discouraging international visitors.
Despite these challenges, there are ample opportunities for Pakistan to revive and expand its tourism sector by learning from Sri Lanka’s experience. One key lesson is the importance of government efforts to foster privatization and foreign investment in tourism. Sri Lanka’s success in marketing its tourism industry through digital platforms and international promotions could serve as a model for Pakistan to boost awareness of its diverse offerings. Moreover, improved coordination among tourism authorities, such as the Pakistan Tourism Development Corporation (PTDC) and provincial tourism departments, is crucial to create a cohesive strategy to promote tourism across the country.
Another critical factor in Sri Lanka’s tourism recovery has been its emphasis on infrastructure development. In Pakistan, similar efforts are needed to modernize hotels, improve transportation accessibility, and ensure the safety of tourists. Projects like the China-Pakistan Economic Corridor (CPEC) can help improve road networks and create better connectivity, which would enhance the tourism experience in previously remote areas. Pakistan’s devalued currency presents an opportunity for the country to offer cost-effective travel experiences to foreign tourists, similar to Sri Lanka’s approach.
Pakistan’s tourism sector could also benefit from a greater emphasis on hospitality and awareness campaigns to improve the local population’s attitudes toward tourists. The introduction of tourism-specific training for locals, including hospitality and service management courses, could help create a more welcoming environment for visitors.
To tap into Pakistan’s tourism potential, a comprehensive strategy is necessary, involving a combination of infrastructure development, security improvements, marketing campaigns, and a focus on local engagement. Just as Sri Lanka recovered from its challenges and turned tourism into a major economic contributor, Pakistan can follow a similar path by leveraging its rich cultural, historical, and natural resources.
In conclusion, Pakistan has immense potential to become a top tourist destination, but it requires focused attention and strategic policies to overcome its current challenges. By drawing inspiration from Sri Lanka’s successful recovery and growth in the tourism sector, Pakistan can work toward creating a more robust and sustainable tourism industry that can generate significant economic benefits for the country.
The author is a graduate with a Bachelor of Business Administration, majoring in Finance, from BUITEMS, Quetta. She is also an alumna of the Women2Women America International Leadership Program.
