ECOTOURISM
Compiled by Ayesha Reza Rafiq
GREENWASHERS BEWARE!
Charitha Abeyratne believes it is time to up the ante in ecotourism
Given the challenges posed by indications of accelerated global warming, the argument for environmental preservation and encouragement of ecologically sustainable practices continues to gain rapid purchase. For some time now, the ecotourism sector has sought to contribute to promoting awareness and environmental sustainability.
“The current landscape of ecotourism in the country is an interesting blend – a juxtaposition, if you may of ‘natural readiness’ as the nation’s DNA of an inherent sustainability ethic offers it a natural edge in the ecotourism space,” says Charitha Abeyratne.
She observes that the case for promoting a sustainable ecotourism sector is strong because “the discerning millennial traveller values responsible travel and authentic experiences. So ecotourism would represent a significant segment of the global tourism space.”
Unfortunately, except for determined efforts by some independent entities, the recognition of ecotourism as a viable sub-industry by the corporate and government sectors has yet to occur. This has resulted in under-exploitation of its rich potential. Abeyratne stresses: “A poor understanding of the global interpretation of the broader concept stifles product development and alignment to globally accepted norms of ecotourism, creating a misconception that the current landscape is not developed and ready for the eco-conscious global traveller.”
This scenario contradicts the ecotourism sector’s fledgling efforts, and negates any potential progress and dampens investor enthusiasm.
According to Abeyratne, ecotourism in Sri Lanka is being challenged by “imitators and greenwashers who attempt to operate with an incomplete understanding of global alignment.” This undermines the credibility of ecotourism offerings currently available in Sri Lanka, she adds.
Abeyratne counsels an approach of propagating awareness through structured programmes that would dispel common misconceptions of how to classify an ecotourism product. Heightened sector regulation would also have a positive impact, beginning with a nationally defined classification for the ecotourism category. “Although there’s general policy direction to brand Sri Lanka as a hub for green tourism, the regulatory framework and action to implement these policies have not materialised to a level that can yield meaningful results,” Abeyratne laments.
Meanwhile, stakeholders who are committed to establishing a sustainable ecotourism sector continue to forge ahead in spite of these challenges, laying the groundwork upon which its potential can be developed.
Abeyratne acknowledges that “many sector stakeholders are enthused and committed to sustainability” – and in the case of some, there are examples of stakeholders venturing beyond traditional boundaries “to create unique and differentiated products in this space, which have a very strong global appeal.”
Elaborating on moves in this direction, she explains that “the simple aim of ecotourism is to provide travellers an immersive experience of the location to which they travel in a responsible manner.”
She continues: “What in fact would serve Sri Lanka best is to stick to authenticity by harnessing and presenting our way of life and its abundantly sustainable ethic in an inevitable, out-of-the-box and simple manner, as opposed to elaborate and contrived efforts that give the impression of greenwashing.”
“The openness of our culture, and willingness to showcase what we do and how we live in our homes – as well as our trades, crafts, cultural practices, religious beliefs, rituals, traditions and cuisine, and a host of other attributes that many other countries and people are not so open about and enthusiastic to showcase – offers the country an edge in this arena,” Abeyratne declares.
The need of the hour is a concerted effort to establish a strong sector and promote it. Countries in neighbouring regions with relatively limited product offerings have been able to steer their ecotourism sectors ahead of Sri Lanka by uniting to promote and position their destinations under one unique selling proposition (USP).
As for potential, Sri Lanka lacks nothing. A regulatory framework that helps benchmark and maintain standards with a strategic farsighted vision can propel the ecotourism sector towards fast-paced growth. Providing much-needed support for startups would also be of immense assistance in encouraging niche and differentiated services, and adding value to Sri Lanka’s ecotourism product offering.
Abeyratne believes that Sri Lanka has much to offer as an ecotourism destination with a difference.
Crafting a credible, authentic and fully immersive travel product that focusses on sustainability, responsible practices and value propositions is a distinct possibility – and it is one that should be explored with enthusiasm.
After all, Sri Lanka is blessed with all the attributes that make for an ecotourism experience like no other.
Sri Lanka is a paradise isle and there is much potential to develop eco-tourism. The government should join hands with the private sector to promote eco-tourism. The untapped natural resources of our country must be preserved and protected. I agree that each and every citizen must act with responsibility firstly by taking steps to preserve our environment. If we do our own little bit, it will make the task easier, and non-governmental organisations could take the initiative to have awareness campaigns in the city and its outskirts. By highlighting our authenticity, we can achieve our objective. It is important to make the right moves, which will bring in value addition. Therefore it is high time that the government opens its eyes and take remedial action to safeguard our dwindling natural resources.
When the essence is preserved it will be rewarding to society.
There should be a collaborative strategy rather than a regulatory strategy. This will preserve and nurture the resources and potential of eco-tourism.
As mentioned, there are a handful of firms who have made a brand name for themselves as well as the country and the economy. They have gone beyond the mere call of duty to safeguard the ecotourism sector, adhering and complying with the norms to realize its true potential. Yet, most of the local ecotourism players are greenwashers, who blur the strong positioning and perception created worldwide.
As far as authenticity is concerned, Sri Lanka has the potential to be ahead of its South Asian counterparts with its natural resources and attractions. A few negative points such as not tapping into our potential and also the irresponsible manner in which some eco firms operate seems to jeopardise our ecotourism industry.
One vital highlight is high quality operators have grasped and conceptualized ecotourism and lead them to perform well.
It is responsible tourism that these discerning travelers, patronisers of ecotourism are looking for. Yet, it is the component that is overlooked by the local authorities and many of our local green operators.
The tourism strategy of Sri Lanka to date seems vague and has not been positioned productively. Hence, ecotourism – one of the products and a niche market of the Sri Lanka tourism industry awaits right positioning. This concept should move beyond the policy planning level, and move towards a regulatory framework which can be implemented and monitored – one that is workable and sustainable. A wooden cabin on a hill top is not successful ecotourism. Much of it depends on how operators execute, preserve and interact with the environment, including wild life and the local community.
Thus, ecotourism is built on the theme of ‘responsibility’ that travelers will seek, experience and pay the price for.
Ecotourism is perceived as responsible tourism by the discerning traveller. It is the very fact which regulatory authorities and the majority of ecotourism operators have failed to grasp. It is the missing link which aspires ecotourism customers who are concerned about responsibly preserving the environment and local habitats, to have a ‘responsible’ local living experience.
As promising as the tourism strategy of Sri Lanka looks, ecotourism which is a niche, needs to be set up beyond policy planning level to a regulatory framework which can be implemented and monitored – one that is workable and sustainable. A wooden cabin on a hill won’t qualify as a successful ecotourism concept. A considerable portion of responsibilities lie with execution – as to how the ecotourism operator preserves nature, the environment, wild life and local residents.
All these are needed to build up the ‘responsibility theme’ which is necessary to preserve the essence of Sri Lanka’s ecotourism. Only then will it be eventually valued and rightfully patronised by its target market segments, i.e. the travellers who are conscious about responsible green tourism.