Case Analysis Of Srilanka Tourism

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Register to read the introduction… Introduction -Srilanka Tourism Industry A country which had been battered by the brutal civil war for two decades, has shown over 45% growth in tourism for the year 2010 compared to 2009 thus passing the 600,000 targeted tourists arrivals for the first time. (SLTDA, 2010) While the travel warnings issued by many countries have being withdrawn, many international flights have resumed their normal schedules and the local services providers are getting very active with high occupancy . This means Srilanka has already raised the eye browse of its competitors who is fighting for the same market share .
Tourism in Sri Lanka accounted for 2.5% of the G D P (Central Bank, 2009) and the government of has set a target of 2.5 million tourists by 2016. ( Mahinda Chinthanaya 2010). Growth of the tourism is expected link to other sectors directly or indirectly. It is expected to provide direct and indirect employment for over 625,000 employees by 20106 providing sustenance to 15% of the population .It is estimated that tourism will be the3rd largest foreign exchange earner by 2016 with over USD 2 billion annual earnings. (SLTDA,2010
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Attractions are natural or manmade features . Owners of such property should be willing to open such places for tourists . Amenities are tourism facilities such as hotels, guest houses etc. Investors should be willing to put up hotels and international chains should be willing to mange them . Access denotes streets, airports, flights and rail connections. (Conrady,R. and Buck,M.2008). Being an island nation accessibility is the key for potential tourists to visit Srilanka. Hence Airlines can be considered primary suppliers. . Airlines can be some times very demanding and can divert flights to other destinations if the passenger movements are not sufficient. Due to lack of Air seats from certain countries exiting airlines have increased the price and this will make the destination unaffordable for most of the potential travelers.
To sum it up Srilanka tourism’s competition is intense in all forces except In the area of new entrants . Srilanka to remain competitive she will require new product innovation and find a clear relevant, unique and deliverable differentiator . Srilanka can make use the internet to face the growing competition in all forces. Conrady and Buck(2008,p.24)noted that: The internet is now nearly twice as important generally as travel agents as an information source although the travel trade is still very important in terms of travel

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