Towards Sustainable Ecotourism in Sri Lanka: The Role of the Tourism Management Organisaitons

Transcription

1 Towards Sustainable Ecotourism in Sri Lanka: The Role of the Tourism Management Organisaitons I. Assenov 1 and P. U. Ratnayake 2 1 Faculty of Hospitality & Tourism Prince of Songkla University ilian@phuket.psu.ac.th 2 Tourism Planning & Development Sri Lanka Tourism Development Authority ratna_sltb@hotmail.com Abstract Ecotourism is a fast growing sub-sector of international tourism, and Sri Lanka, an island endowed with rich biodiversity, has been trying to reduce its reliance on mass tourism by promoting alternative tourism. However, several years of efforts have brought insufficient increases in investment initiatives and in the demand for ecotourism products and services on the island. The objective of the study was to identify the policy challenges to ecotourism development and to propose improvements in the existing ecotourism policy, regulations and practices. Although all shareholders agree that ecotourism is a very good option for the destination, the sector suffers from lack of policy initiatives, regulations and co-ordination between stakeholders. This results in the absence of formal acceptance of the sector, limits standardisation efforts, and reduces its marketing power. The paper identifies policy challenges and proposes practical measures for policy formulation and implementation, and for positioning Sri Lanka as an ecotourism destination. Keywords: ecotourism, tourism planning, sustainable tourism, Sri Lanka, ecotourism policy, tourism stakeholders. 1

2 Introduction Demand for nature-related tourism is fast growing, at a rate of about 10% - 30% per annum, thus doubling the size of this subsector every three to four years (WTTC, 2004). About 20% of the total tourist arrivals in the world involve some form of nature-related activities. Ecotourism comprises about 10% of nature related tourism demand, and grows at a 7% annually (WTTC, 2004). This compares favourably to the average annual growth of the tourism industry of 4.1% (WTTC, 2006; UNWTO, 2004). The growth of ecotourism has been prompted by the rise in the number of senior travellers, and by the increasing nature concerns of travellers. Education on the site has also become an important part of their travel experiences. A number of destinations, notably Costa Rica, have become widely known as predominantly ecotourism destinations. Sri Lanka, known mostly as a beach destination for mass-tourism, has been trying to change its image into a destination for alternative tourism. Natureblessed flora and fauna and their diversity and endemism coupled with longstanding heritage and cultures indicate the country s ecotourism potential. Sri Lanka is one of 25 bio-diversity hotspots in the world and has a rich resource base, which brings comparative and competitive advantages to the country for ecotourism. These advantages are (a) high density of wildlife with birds, elephants and various other faunas and habitants (b) the natural flora variety that enables visitors to observe, research, study and, experience many different habitats, rain forest, ecosystems and bio-diversity (c) being a medium-sized island gives easy accessibility to tourists to any resource base within a few hours journey. At the same time, similar to many other countries, Sri Lanka has different organisations managing natural cultural areas, natural resources, and sites of potential tourism interest. Due to the diversity of tourism resource managing organisations and other stakeholders, many 2 of them work independently and tune-up their work according to different plans suggested by their respective sub-sectors. Partly as a result of poor coordination the ecotourism sector has failed to develop corresponding to the tourism initiatives of the country. Lack of studies, workable initiatives and investor motivations have also contributed to the current situation (De Silva, 2004). In spite of the many government initiatives for ecotourism facility development, Sri Lanka is still not widely recognised as an ecotourism destination (Vidanage, 2002; Ratnayake, 2007). Thus, the objective of this study was to assess the tourism assets available to nature-related markets and to identify the challenges to developing ecotourism. Practical solutions and policy changes for future ecotourism development in Sri Lanka are proposed. Literature review Ecotourism and sustainability Ecotourism is a widely spoken topic in the sustainable tourism initiative. Clear identification of its concept is important for marketing and product development. The core concept of ecotourism consists of four main elements: (a) nature and culture based tourism activity, (b) focus on visitors education through experience, (c) sustainability contribution by conservation of environment and resources used for the tourism activity and (d) wellbeing of the community by way of their active involvement (Weight, 2001; Ratnayake, 2002). The concept is defined by the International Ecotourism Society as: Ecotourism is responsible tourism travel to natural areas that conserves the environment and sustains the wellbeing of local people (UNEP, 2002, p. 9). Over time, the ecotourism concept has widened its horizons from a tourism activity to a tourism sub-sector and today it is a form of a management process within the main tourism scenario. It composes six main criteria to comply with as basic principles. The first is a form of

3 tourism which meets the basic criteria of ecotourists. Second, the attractions constitute primarily of nature-based environments but can include associated cultural resources, attributes and influences as a criteria. Third, motivation and interaction with the attraction provide experience centred on learning; education and appreciation outcomes are fostered. Fourth, the whole ecotourism process must be environmentally (bio centric) and socioculturally (anthropocentric) sustainable perspective based on best practices as criteria. Fifth, pursuit of enhancement of sustainability is a desirable but not an essential criteria (preferably in a way it enhances the destination). Sixth, the importance of operations financial sustainability is recognised (Weaver, 2001a). In practical sense, ecotourism is the planning and development of tourism infrastructure, facilities and activities with marketing focused on environmental, social, economic and cultural sustainability criteria. In relation to the above, the tourism industry can develop ecotourism in line with its principles based on global environmental and sustainable movements. The underlining principles of ecotourism are best left widely, rather than narrowly, defined, which is concurrent with a knowledge-based platform restricting restrictive and prescriptive definitions. The elusive criterion of sustainability as a principle in environmental and cultural dimensions of the destination is addressed and aimed at. Simultaneously service operators and community well-being are considered in the light of sustainability (Weaver, 2001b). Ratnayake (2007) proposes a definition of ecotourism which is geared to the case of Sri Lanka: Ecotourism is a form of tourism centred on learning experiences based on, and respecting, the natural environment and cultural associates and ensuring the wellbeing of local community while being environmentally and socio-culturally sustainable, preferably in a way that 3 enhances the natural and cultural resources in the destination as a viable economic activity. There are other forms of tourism that are closer and overlap with ecotourism. Weavering (2000) concludes that ecotourism and nature tourism have similar content and can be equated. In addition to nature tourism, cultural tourism, adventure tourism and community tourism are some of the overlapping niche market segments with ecotourism. Weaver (2001a) comments that Ecotourism is sustainable tourism that contributes actively to the conservation of natural and cultural heritage; includes local and indigenous communities in its planning, development and operation, contributing to their well-being; interprets the natural and cultural heritage of the destination to visitors; and lends itself better to independent travellers, as well as to organized tours for small size groups (Weaver, 2001a&b). The literature agrees with seven principles in identifying ecotourism services and facilities which are summarised by UNEP (2002) and listed below: Conservation of biological diversity and cultural diversity, through ecosystems protection Sustain the well-being of local people Includes an interpretation/learning experience - environmental and cultural knowledge Involves responsible action on the part of tourists and the tourism industry Is served primarily by small-scale businesses Minimises to lowest possible level the consumption of non-renewable resources Stresses local participation, ownership and business opportunities, particularly to rural people Nature tourism (alone or combined with cultural tourism) is not ecotourism without embodying the elements of conservation and sustaining of the well-

4 being of local people. Ecotourism is both a concept under a set of principles and a specific market segment. Wood (2002) defines its principles as: 1.Minimizes environmental impacts using benchmarks, 2. improves contribution to local sustainable development, 3. requires lowest possible consumption of nonrenewable resources, 4. sustains the wellbeing of local people, 5. stresses local ownership, 6. supports efforts to conserve the environment and 7. contributes to biodiversity. Types of Ecotourists Distinguishing between different groups of ecotourists is important as they behave distinctly differently, behave differently, and have varying requirements. The most common classification of ecotourists is presented below. Hard core (or deliberate) ecotourists have a strongly bio centric attitude that entails a deep commitment to environmental issues. They believe that their activities should enhance the resource base and desire for closer interaction with natural or cultural environment gaining challenging personal nature contact and experience (Weaver, 2001a). Their commonly prefer making their own arrangements, travel in small groups and opt for special trips with enough time and access to undisturbed venues. They are educated and require new education during their eco-activities (Dearden, 2000). Soft ecotourists are not as dedicated as hard ecotourists. Generally their demand is not specific (Dearden, 2000). Usually only part of their tour is allocated for ecotourism activities. They typically engage in ecotourism as a one component of multipurpose trip and mainly focus on one day trips. Their desire for engaging in the environment is relatively low. They prefer mediation such interpretation or interpretation centre services. They are more likely to make formal arrangements with travel agencies and tour operators (Weaver, 2001a). Their behaviour most of the time is similar to that of conventional mass tourists it should be noted that there are varying degrees of overlapping of both hard and soft ecotourism in orientation and combinations. Both hard and soft ecotourism may nevertheless incorporate some ecological aspects and techniques into their orientations... (UN-ESCAP, 1998, p. 193) Accidental ecotourists are similar to soft ecotourists; the main difference is that they typically take a spontaneous decision to engage in ecotourism activities after arriving at the destination and with little planning. Mostly they spend limited time on ecotourism activities, expect intermediary services and expect pre-hand information. Their ecotourism and nature interests are lower than those of soft ecotourists (Wight, 2001); thus they are further apart from the hard core ecotourists. Ecotourism in Sri Lanka Sri Lanka is an island country in South Asia situated near the Indian subcontinent, known for its fine beaches. Its rich bio-diversity, nature, cultural resources and seven world heritage sites contribute to the tourism potential of the country. Tourism is a strong industry in generating foreign exchange and employment in Sri Lanka. But for over two decades its major segment, mass tourism, has been experiencing a difficult period due to the unstable security situation in the country (Vidanage and Kotagama, 1995). Thus, direct and indirect beneficiaries of tourism are being adversely affected by sluggish tourism market demand. In the meantime the demand for environmental friendly products and nature related niche market has been sustained irrespective of the difficulties experienced by mass tourism (Buultjens, 2003; Gunapala and Aslam, 2000). Reacting to fluctuations and capitalising on the country s resources Sri Lanka tourism authorities have initiated actions to attract niche markets such as nature, culture and adventure (SLTB, 2001). But the market demand remains

5 insignificant after several years of effort, irrespective of favourable world tourism demand trends. A primary advantage of Sri Lanka is that there is easy access to a number of different ecosystems within a short distance from each other. It is a small country but it has a diverse array of ecosystems. Thus tourists can visit several different ecosystems and see more wildlife quickly and easily. The ecotourism resource base includes 15 national parks, 450 sanctuaries, one marine statuary, 45 lagoons - some with islands, forest reserves of 17% (highest in south Asia) of the land area, including Sinharaja rain forest world heritage site (most diverse evergreen rainforest in Asia), three nature reserves, 250 sites important for conservation with floristic diversity, 28 identified wetlands, over six different climatic zones with varied ecosystems, 240,000 flora species, 3368 flowering plants, 40 species of mangroves 14 native and one endemic, 84 mammals, 512 species of birds of which 26 endemic, 250 species of fresh water fish of which 25% endemic. In addition, the country features over 4000 irrigation tanks, 103 rivers, 406 waterfalls, seven world heritage sites, 2500 years old Buddhist civilisation, and over 2800 year old aborigine people (Gurusingha, 2001., & DWLC, 2001). Ecotourism activities include bird watching, camping, water sports, fishing, boating, cycling, tracking, hiking, wildlife safaris, culture tours, village walks, etc. In addition, a sufficient number of festivals has been identified, including national, seasonal, cultural and traditional ones (SLTB 2003a). Conservation initiatives are in practice regarding mangroves, rain forests, marine habitats, wetland plants, turtles and other endangered flora and fauna species. Study facilities are also available for research on conservations of nature, culture and heritage related environments as well as on endangered and endemic fauna and flora species. Sri Lanka s diverse ecosystems and biological and cultural richness have attracted the professional interests of 5 numerous scientists, who have conducted field research in ecology, zoology, botany, sociology and anthropology over the past several decades. The long list of Sri Lanka s protected areas can play a major role in developing this sort of tourism although most of them are currently in a state of deterioration. Research and studies on ecotourism in Sri Lanka are relatively scarce. Among the studies available the Tourism Master Plan (WTO, 1993) and Ecotourism Study (SLTB, 2003a & b) are relatively important. The Master Plan indicates that Sri Lanka s tourism policy should focus on the following: Tourism development and marketing should highlight the country s distinctive religious traditions, cultural and historic attractions, and its natural beauty and diversity; Conservation and enhancement - tourism development should promote the conservation and enhancement of Sri Lanka s natural environment, and its historical, social and cultural heritages, avoiding any harmful effects; Socio-cultural compatibility - all tourism services and activities should be compatible with the religious, social and cultural traditions of the people of Sri Lanka; Economic benefit - tourism should result in optimal benefit to Sri Lanka s economy by way of maximum net foreign exchange income, spreading of development throughout the country and creating significant employment for Sri Lankans; Economic linkage - tourism development should stimulate related economic activities, such as fishing, agriculture, handicrafts, souvenirs, light industry, fruits and flowers, and support local services and activities; Community involvement - this should be ensured through programmes for community education, consultation and active participation. Although the word ecotourism is not spelled out in this policy document, all the policy components and initiatives are related to ecotourism. In effect, the development strategies of the Master Plan put emphasis on environmental, social,

6 cultural and economic sustainability (WTO, 1993). Taking Ecotourism one step forward, the Sri Lanka Tourist Board (SLTB, the former name of the tourism authority) formulated Ecotourism policy, Regulations, Guidelines and Strategies for Sri Lanka in 2003 (SLTB, 2003b). The study revealed that the future potential and scope of Sri Lanka for ecotourism was very high. It introduced a simple ecotourism definition for Sri Lanka, and studied its National Policies, Guidelines and Strategies. The ecotourism potential, rich resources and means of sustainable utilisation were also highlighted. Drawing concern on the resource base and its potential Gunapala & Aslam (2000) and Schockman (2005) have shown the ample opportunities available. Hathurusinghe (2004), and Dearden (2000) have studied the potential in specific forest reserves such as Kanneliya and Snharaja, respectively for ecotourism and nature tourism. Further Boers (2000) has done a study and action plan for the Department of Wildlife Conservation (DWLC) for ecotourism initiatives in wildlife management areas. Ratnayake (2002) and Premaratna (2003) highlighted ecotourism resources that can be explored with ecotourism initiatives, considering respectively the country as a whole, and the North Central and Central Provinces. The above findings confirm earlier research stating that Sri Lanka is with ample natural resources (UN-Escap, 1999, p. 31), rich exotic variety of wild life and verdant vegetation and ancient monuments (Hall and Page, 2000, p. 233) and Sri Lanka is one of the smallest countries in the world but biologically the most diverse country in Asia (DWLC, 2001, p. 2). Methodology This study focuses on the available resource base for ecotourism, the country potentials and ecotourism development challenges. To achieve this, information is needed from all stakeholders in the ecotourism sector. A detailed study on 6 National Ecotourism Guidelines, Policies and Strategies carried out by the former Sri Lanka Tourist Board in 2003 (SLTB, 2003a&b) identified nine ecotourism stakeholders who are interconnected in making ecotourism a success. ` However, due to practical limitations, this study employed four main stakeholders: (i) the international tourists (domestic tourists were exempted due to time and practical limitations; also, they are mainly excursionists), (ii) local community, (iii) ecotourism service providers and resource managing organizations, and (iv) scholars. The scholars group was added in order to compensate for the non-inclusion of some of the other stakeholders; semi-structured interviews were conducted with 34 individual researchers, international and national environment-related tourism concern nongovernmental organisations, and other scholars. Since there is no way or system to identify and interview eco/nature interested tourists, all international tourists were considered under the category of tourists/visitors. Due to the fact that the data was collected during a period when an emergency situation was declared in the country following intense fighting between government forces and the rebel group Liberation of Tamil Tigers for Elam (LTTE) in the first part of 2007, the number of tourists available for the survey was very limited, and only 113 usable questionnaires were collected. The local community included households living in close proximity to ecotourism developed areas (Bentota - Dedduwa and Maduganga). Altogether, 138 households were surveyed with questionnaires. With the business community (tourism service providers), all kinds of service providers such as tour operators, travel agencies, accommodation providers, restaurants, professional organisers of all tourism related activities, tourist guides, and shops were included; altogether 32 businesses were surveyed with semi-structured interviews. All public sector tourism resources managing or any kind of holding organisations were

7 included in the tourism resources managing organisations; altogether, data was collected with semi-structured interviews from 30 respondents. For the first two stakeholder groups probability sampling was used; for the third and fourth group, non-probability sampling was applied. To achieve the study objectives, a mixed method approach was adopted, and interviews and questionnaires were used to collect relevant data, which was then analysed using content analysis and relevant statistical tools. Results and discussion Demand for ecotourism Although the vast majority of surveyed tourists had engaged in activities that can be classified as ecotourismrelated, under the above-discussed classification of types of ecotourism most visitors would fall in the categories of soft or accidental ecotourists. The share of hard ecotourists is low, and even some tourists who had previously visited other countries as hard ecotourists did not come to Sri Lanka as such, and appeared to behave more like mass tourists. This indicates the low awareness of the ecotourism offer of the country, and its poor marketing to potential ecotourists. The fact also suggests that in addition to trying to attract the hard ecotourists, Sri Lanka needs to consider the needs of the high proportion of soft ecotourists who want to combine ecotourism with other forms of tourism. Improving the provision of ecotourism information will also help increase the number of accidental ecotourists. Certainly marketing to soft and accidental tourists should be done with some caution, considering the risk of stimulating mass ecotourism and exceeding the carrying capacities of the ecotourism areas. Most international tourists in Sri Lanka agreed that the country is wellendowed to be an attractive ecotourism destination. Most tourists (85%) agree that there are many nature sites; 68% - with the rich culture and heritage of the country; 7 and 69% found that flora and fauna in Sri Lanka are unique. After visiting Sri Lanka 64% of the tourists said that ecotourism is a good option to Sri Lanka. Even before coming to Sri Lanka a main motivation of 57% of the international tourists were nature and sceneries. Among the activities they enjoyed were wildlife safaris and visits to heritage sites. When asked what kind of tourism resources has Sri Lanka got?, 64% answered nature-related and 46% - culture-related. The independent assessment by 64% of the international tourist of the ecotourism resource base in Sri Lanka was very good. As a result many tourists were ready to visit Sri Lanka as ecotourists in future. Although our group consisted of general tourists, we attempted to identify among them those with some experience as ecotourists. To do so, we asked them whether they had visited in the past certain destinations that are predominantly known as ecotourism destinations, such as Costa Rica, Galapagos and Nepal. Twenty seven percent of the tourists confirmed that they had past experience as ecotourists. This experienced ecotourist group within the sample was considered particularly important as they could assess the resource base on comparative basis. From them 64% expect to visit Sri Lanka again, as ecotourists. Even within the other group (non-experienced ecotourists) 50% were willing to come back to Sri Lanka as ecotourists. These evidence the potential for developing Sri Lanka as a ecotourism destination. However, most of the experienced ecotourists felt that specific information, facilities and activities available are not sufficient. Problems encountered by the ecotourism stakeholders Most local stakeholders agreed that ecotourism in Sri Lanka has a good potential for development, and can be beneficial to local businesses and the community. Over 70% of the scholars believe Sri Lanka has high potential for ecotourism. The service providers - the key facilitating stakeholders in ecotourism - plan to develop ecotourism facilities in

8 the future due to ecotourism s high business potential and ability to earn good income'. They are planning to invest more in ecotourism services (56.3% of all respondents) in the future. The vast majority (90%) of tourism resources managing organisations also felt that ecotourism helps to meet their organisation s objectives of conservation, restoration, protection, etc. At the same time, many stakeholders discussed existing problems and challenges to ecotourism development in Sri Lanka, and provided their suggestions for possible areas of improvement. The scholars expressed their concerns of the unaccountable negative impact of the present mass tourism and its high level of leakage. The face value of financial benefits by ecotourism can be lower but in relative terms the overall benefit of ecotourism was considered to be higher. 82% of the scholars were satisfied with the resource base and international market potential was recognised as good by 79%. Only 27% were satisfied with the present offers for ecotourists. Facilities and present private sector product quality were recognised as weak and very poor by the scholars. The majority of resource managing organisations commented on the lack of cooperation in the industry and suggested that working together improves the effectiveness and efficiency of ecotourism development efforts. The minimisation of duplication, overlaps, and respect for the regulations of other organisations were also cited as important. They strongly suggested appointing a central body under Sri Lanka Tourism Development Authority (SLTDA) to coordinate stakeholders activities. Some commented that many of the problems arise from the low awareness among stakeholders of the requirements of sustainable ecotourism development. Another group of problems were related with the role of the local community in ecotourism development in Sri Lanka. The local communities were not satisfied with the present social and environmental situation and were 8 antagonised with tourism development. Although they lived in a developed resort area, only 27% of them were fully dependent on tourism-related income and an additional 12% were partially dependent on tourism. It was clearly evident that the community has not sufficiently benefited in the present tourism set up. The unemployment rate was as high as 12-14%, and 73% of the community are living below poverty level (earning less than US$ 1 per day). The knowledge of the community on ecotourism was very low - 46% know nothing and 41% know a little. One community leader commended that tourism to Bentota is like a water tank with inlet and outlet of income to outside with no distribution to them. All the problems to ecotourism development identified by this study have been summarized below. They can be grouped as global challenges to ecotourism development, and problems specific to Sri Lanka. The global challenges for ecotourism include: Use of ecotourism as tool for sustainable tourism development Conservation of natural resources with tourism assistance while preserving and enhancing the same for future generations (Host communities and other stakeholders) Use ecotourism as a essential means of community wellbeing in the area of resources in use for tourism Give priority to assist the communities below extern poverty level with extensive assistance and education to bring them in to main economic system considering and approaching the Millennium Goals Achieve sustainable tourism development objectives though adhering to the basic meaning of ecotourism, being fair to both present and future generations The problems to ecotourism development specific to Sri Lanka include:

9 Poor coordination among stakeholders and lack of central government body responsible for planning, implementation, and monitoring of ecotourism development and its sustainability No formulated government policy on positioning Sri Lanka as an ecotourism destination Lack of studies and consideration of carrying capacity, putting at risk the resource base which ecotourism depends on Common practice of planning after development, rather than development with plan implementation Low level of law enforcement Low level of pollution controls Inadequate supporting infrastructure Low interaction between government organisations (at provincial and local level) and rural/village representation Low consideration of the local community interests when planning ecotourism development Sri Lanka is not yet recognised as an ecotourism destination Gap between the requirements of ecotourists for specific information and services, and their availability, resulting in their lower satisfaction Lack of accreditation and standards for ecotourism products and services Need for improvement of the awareness of stakeholders on continuous basis Conclusion and policy implications Putting ecotourism on truly sustainable path is a major challenge, requiring partnership and cooperation between the tourism industry, governments, local people and the tourist themselves. The Executive Director of UNEP (UNEP, 2002, p. 6) discussed above, in particular through policy formulation and implementation at central and local levels. These have been organised in several areas for action: regulation, implementation and positioning of the destination (see next page). Ecotourism is the tool to reach sustainability of the resource base on which it depends, and many stakeholders are involved in it. Education, awareness and building cooperation among stakeholders are primary responsibilities of the National Tourism Organisations. It is recommended that all stakeholders contribute to developing a national plan under the Tourism Ministry leadership. In the plan implementation, stakeholders need to consider already studied policies, guideline and strategies well as practical challenges shown in this study with a highpowered steering committee with members from relevant organisations. The updating of present rules and regulation is an urgent requirement for the development of ecotourism in Sri Lanka. Monitoring and regulation and constant supervision by a dedicated central body can balance development and conservation with necessary future study supports. The target is to achieve a sustainable ecotourism destination which maximises benefits to the local community and helps poverty reduction in rural areas where ecotourism resources exist. Caring for nature and the local community should be a responsibility and collective effort of the ecotourism sector, and not only does not contradict, but in fact enhances the ultimate long term profit maximisation objectives of the service providers. The rich ecotourism resources could be used for all stakeholders benefit, while caring for the nature and social balances with sustainable ecotourism initiatives. Let the ecotourism vehicle advance forward through conservation towards poverty alleviation This section proposes specific measures to address the problems 9

10 Challenges Maintaining the balance between ecotourism explorations and environment conservation with carrying capacity consideration (avoiding Mass Ecotourism) Change method of plan after development into development with plan implementation Less active involvement of provincial and local authorities. REGULATION Recommendations Agree on a single and clear ecotourism policy and guidelines to all Sri Lankan stakeholders. Develop organisation-specific or area-specific ecotourism development plans, based on the national ecotourism policy Initiate criteria and standards with amendments to existing rules and regulations in a way that caters to the requirements of the ecotourism sector Streamline the decision-making process with environment concerns Challenges Absence of accreditation and standards for ecotourism products and services Low level of law enforcement Low level of pollution controls Lack of central government body responsible for planning, implementation, and monitoring of ecotourism development and its sustainability Need for improvement of the awareness of stakeholders on continuous basis Poor coordination and cooperation among stakeholders Challenges Sri Lanka is not yet recognised as an ecotourism destination Gap between the requirements of ecotourists for specific information and services, and their availability IMPLEMENTATION DESTINATION POSITIONING Recommendations Develop a dynamic and efficient coordination system involving government, private sector and community Conduct seminars, workshops and discussions at national, regional and local level for enhancing stakeholder coordination and awareness Initiate of higher (policy making) level steering committee with central body responsible for planning, implementation, and monitoring of ecotourism development and its sustainability. Develop basic infrastructure with central, provincial and local government initiatives Conduct site-specific carrying capacity studies Develop proper monitoring programme under central government body (part of SLTDA) The Ministry of Tourism and SLTDA should take the lead role, and involve experts, in providing advise to the stakeholders All major stakeholders should work with and for one ecotourism goal and common objectives sharing responsibilities and developing mutual understanding and unity strength Recommendations Position Sri Lanka as an ecotourism destination in the international market Develop a single national ecotourism marketing plan, instead of the current practice of individual organisations and private sector working in isolation 10

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