Case Study 1: Mannar Improving Competitiveness in Tourism ......by the Tourism Industry Board...

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ANNUALREPORT2016/2017–ADVANCINGSPECIALIZEDSKILLSFORECONOMICTRANSFORMATION(ASSET) 41

CaseStudy1:MannarImprovingCompetitivenessinTourism(MICTourism)BackgroundInformationMannarDistrictislocatedintheNorthernProvinceofSriLanka.Thedistrictgeographicallyconsistsofanislandwhichconnectedtothemainland.Fisheriesandagriculturearethemainlivelihoodoflocalcommunitiesinthedistrict.Therearealsoseveralnaturalresourceswhichlendsthedistrictfavorablyto eco-tourism and several agencies, including the International Finance Cooperation (IFC) havesupportedthedevelopmentofeco-tourismplansandinfrastructureforMannar.DuringtheearlystageoftheASSETproject,theprojectexperienceddifficultytoidentifyandsecureprivate sector partnerships for employment creation this is because of the limited number ofestablishedprivate sector companies in thedistrict. For thispurposeofemployment creation, thehospitality & tourism industry was identified has having high potential as an employer and tocontributetonaturalresourcemanagementthrougheco-tourism.DuringtheASSETtourismfocusedexposurevisittothePhilippines(fromJuly24-31tothePhilippines)several persons from government, civil society and the private sector in the Northern provinceparticipated.Thekeygoalofthebenchmarkingvisitwastolearnbestpracticesfromindustryexpertsinthefieldofhospitalityandtourismmanagement.Theseven-dayvisittothePhilippineswashostedbytheTourismIndustryBoardFoundation,Inc.(TIBFI)togetherwiththeDepartmentofTourism(DOT)ofPhilippines.TheexposurevisitsalsoincludedvisitsandinteractionwiththePICTourism(PhilippinesImprovingCompetitiveness inTourism)Projectbased inBohol Island,Philippines.Theresultof theexposurevisittoPICTourismprojectinPhilippineswasapilottourismmodelinMannarIslandnamedMICTourism(MannarImprovingCompetitivenessinTourism).MajorLearningfromPICTourismtoMICTourismLearning on Tourism destination marketing Core component – AAA (A-Accessibility, A-Accommodation,A–Attraction)TourismComponents Bohol,Manila,Philippines Mannar,SriLankaAccessibility

UsingdomesticflightsforquickaccesstoIslandtourism

Can facilitate seaplanefacilitiesforquickaccessibility

Accommodation Available more eco-friendly boutiquetypehotelswithqualityservices

Need to improve humanresource developmentstowardsqualityservicesNeedmoreexposurevisits&capacitybuildingtrainingsforhoteliers in the area of eco-tourism & communitytourism,etc.

AttractionI. Destination

animal

Tarsier

Donkey

II. LocalHandicraft

III. Historical

tourism

IV. ReligiousTourism

V. AdventureTourism

VI. Entertainment

VII. Food &Culture

PalmtreebasedproductsSpanishFort,Intramuros,RizalparkSpanishchurchesBirdwatching,CoralwatchingBoatriding,kiteserving,servingHalo Halo traditional food & Bamboodance

PalmyrahtreebasedproductsMannar Dutch Fort, DorichouseThiruketheswaram Hindutemple,MadhuchurchSimilar bird watching, coralwatching available, AdamsbridgeBoat riding available, otherentertainments need to befacilitated through privatesectorserviceprovidersPalmyrah corich,Parathnatiyamdanceetc

Bohol Hoteliers Associationmain vision is to promote sustainable tourism that continuallymeetsgloballycompetitivestandardstomakeBoholapreferreddestination.Marketingtheirdestinationisthemainobjectiveratherthanpromoting individualhotels.Thiscollectiveapproach isexpectedtocreatemoreemploymentopportunityandincreaseeconomicgrowthinthesector.ActivitiesCarriedOut/AchievementinMICTourism

ModelIntroductionTheMICTourismmodelwaspresented tovarious stakeholders forexampleat theMannardistricttourismdevelopmentconsultativecommitteechairedbyGovernmentAgent(GA)andco - chaired by the district chamber of commerce. Other members from governmentdepartment, private sector & hoteliers. It was presented to the tourism central ministrysecretaryinthepresenceoftheCanadianHighCommissioner&localmediarepresentativesHumanResourceDevelopment

ü MICTourismhotelschoolwasestablishedtoconductdiplomalevelhotelmanagementcourses with the collaboration of IDM Nations Campus. This hotel school wasestablishedunderthepremisesoftheoperationalhotelinordertocreatetheindustrialexposurefortraineesduringthetrainingperiodbasedonlearningthatwasgainedfromPhilippines exposure (Bayleaf Hotel inManila has the hotel school under the hotelpremisessameasMICtourismhotelschoolestablishatHotelAhashinMannar)

ü Conducted a boat rider course for coastal area unemployed youth with thecollaborationofOceanUniversityofSriLanka,andprovidedcertificationtoconductboat service for tourist on coral, birds & mangrove watching. This is the firstprofessionalboatoperationalcourseorganizedinthedistrict.

ü Collaboratedwith theUniterraproject toprovideaCanadian volunteer specialist incustomercareservicestosupporthotelownersinMannardistrict.FurthervolunteerneedswereagreeduponwiththeMannardistrictChamberofCommerceintheareasof food preparation, marketing and communication material development,housekeeping,Chamberdevelopment,handicraftimprovement,birdwatching,etc.

ü Organized star hotel exposure visits & in house training for H&T trainees and also

managerialtrainingsforhotelierwiththecollaborationofSwissinstitute.

DestinationMarketingü DevelopedatourismpromotionsongwiththecollaborationofMannardistrictchamber

ofcommerce.ThiswouldmainlyhelpinpromotingYouthtransformation&CommunityacceptancetowardsHospitality&TourismsectorinMannardistrictandalsoactasanaddedvalueforthedistrict'stourismdestinationmarketing.

ü DevelopedavideodocumentaryfordistricttourismpromotionwiththecollaborationofMannardistrictchamberofcommerce

ü Developedadistrict tourismmapwiththesupportofCanadianvolunteerwhichwillcontributetotourismpromotion.

ü Establishedabillboardfordistricttourismpromotion&youthtransformationü Agreed with the MIC Tourism consultative committee to organize a photography

competition for youth to promote Mannar tourism destination which is currentlyimplementedbytheInternationalFinancecooperation(IFC).

SustainabilityMIC Tourism model is owned by Mannar district tourism consultative committee chaired byGovernmentAgent(GA)andco-chairedbytheMannardistrictChamberofCommerce.Mostofthedestination marketing activities involve partnering with the Chamber of Commerce and humanresourcedevelopmentactivitiesareledbytheprivatesector.

MICTourismmodelpresentedtoTourismsconsultativecommittee&CanadianHighCommissioner

MICTourismHotelSchoolopening

H&TTraineesstarhotelexposurevisitorganizedbySwissInstitute

MICTourismpromotionalsongShooting

Case Study 1: Mannar Improving Competitiveness in Tourism ......by the Tourism Industry Board...

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