Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
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
ANNUALREPORT2016/2017–ADVANCINGSPECIALIZEDSKILLSFORECONOMICTRANSFORMATION(ASSET) 42
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)
ANNUALREPORT2016/2017–ADVANCINGSPECIALIZEDSKILLSFORECONOMICTRANSFORMATION(ASSET) 43
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.
ANNUALREPORT2016/2017–ADVANCINGSPECIALIZEDSKILLSFORECONOMICTRANSFORMATION(ASSET) 44
MICTourismmodelpresentedtoTourismsconsultativecommittee&CanadianHighCommissioner
MICTourismHotelSchoolopening
H&TTraineesstarhotelexposurevisitorganizedbySwissInstitute
ANNUALREPORT2016/2017–ADVANCINGSPECIALIZEDSKILLSFORECONOMICTRANSFORMATION(ASSET) 45
MICTourismpromotionalsongShooting