FOLLOW THE LEARNING CURVE

Nurturing the learning habit in the tourism industry – Sanjeewaka Kulathunga

Sri Lanka’s tourism industry has witnessed commendable growth this year, transforming the island nation into a sought after travel destinations once again. With its picturesque landscapes, rich cultural heritage and diverse wildlife, Sri Lanka has become a hotspot for tourists worldwide.

To sustain and accelerate this growth further, the tourism industry must prioritise organisational learning that will ultimately benefit all its stakeholders.

Organisational learning refers to the process through which businesses acquire, share and use knowledge to adapt to changing circumstances, improve performance and achieve long-term sustainability. Due to the dynamic and competitive nature of the tourism industry, companies must be adept at learning from past experiences, both positive and negative, to stay ahead in global competition.

Tourism is subject to evolving trends and preferences. By fostering a culture of learning, Sri Lankan tourism businesses will be able to adapt to these changes.

For instance, the rise of sustainable and eco-friendly travel practices demands that organisations in the industry continually educate themselves on green tourism initiatives – and of course, implement them effectively.

One of the most significant trends shaping global tourism is the heightened awareness of sustainability. Travellers are increasingly choosing destinations and businesses that are environmentally responsible and socially conscious.

Local companies can embrace this trend by educating their staff on sustainable practices, and integrating them into their services and operations.

Sustainable tourism represents a fundamental shift from how the industry used to operate. From eco-friendly accommoda­tion to nature-based experiences and conservation efforts, local businesses need to understand the principles of responsible tourism that include conserving fragile ecosystems, reducing carbon footprints and minimising waste generation.

Tourists are no longer satisfied with being passive observers. These global travellers desire immersive experiences that allow them to engage with local communities, learn about their cultures and contribute positively to their wellbeing.

Sri Lanka’s tourism businesses should learn to create opportunities for such engagement to enhance the visitor experience and support the local economy. By gathering insights from customer feedback and staying informed about global travel trends, local businesses can provide a more personalised and memorable experience for their guests.

Organisational learning is also critical for preparing hospitality sector employees to respond efficiently to crises such as the COVID-19 pandemic.

Several initiatives can be undertaken to promote organisational learning through workshops and seminars that bring global tourism industry experts, policy makers and business owners together. These events should focus on topics such as sustainable tourism, digital marketing and crisis management.

Tourism-related associations in Sri Lanka must actively encourage knowledge sharing among their members through regular meetings, webinars
and conferences that foster collaboration and learning.

Investing in employee training and development is essential. Tourism businesses can offer programmes to enhance the skills of their staff from front line employees to management, to better serve tourists and stay updated on industry trends.

Encouraging research and innovation in the tourism industry can lead to new insights and solutions. The government, along with private sector enterprises and tourism faculties in local universities, should offer research grants and incentives to support projects that benefit the industry.

By adapting to changing market dynamics and consumer preferences, Sri Lanka’s tourism industry can flourish over the longer term by being a competitive global destination for international travellers. A commitment to learning and development enhances a business’ reputation. Tourists are more likely to choose destinations and com­panies that prioritise innovation, sustainability and the conti­nuous improvement of services.

Organisational learning is crucial to the resilience and growth of Sri Lanka’s tourism industry. During crises, adaptable organisations can improve their strategies and increase the industry’s contribution to the economy.

By embracing continuous improvement, knowledge sharing and innovation, tourism businesses in Sri Lanka will be able to stay competitive, attract more visitors and investment, and respond to changing trends and crises effectively.

This commitment to learning not only benefits individual enterprises but also ensures sustainable growth for the industry – and it helps solidify the island’s status as a top global travel destination.