Eco and wild life tourism

Promotion of Eco & Wild life Tourism

Srilal Miththapala Bsc.Eng: C.Eng; FIEE; MIMgt; FIH

Project Director,

Ceylon Chamber of Commerce Solutions ( Pvt) Ltd

Immediate Past President Tourist Hotels Association

Workshop on Tourism Marketing for Developing Sri Lanka Tourism Master of Tourism Economics & Hotel Management

University of Colombo 17th June 2012

Outline of Presentation • Sri Lanka Tourism

• Tourism

• Types of tourism

• Sustainable tourism

• Eco tourism

• Wild life tourism

• Eco & wild life tourism in Sri Lanka

• Promoting Eco & wild life tourism of Sri Lanka

Sri Lanka Tourism

"This country is an oasis, prosperous and happy; it's people are well-to-do; they all have received the faith, and find their amusement in religious music. – Fa Hien (414A.D)

"This, for it's actual size, is better circumstanced than any other island in the world .. … In this island there is a very high mountain where the tomb of Adam, our first parent, is supposed to be found" – Marco Polo (1293 A.D)

“Dear me! It is beautiful” – Mark Twain (1890)

A Traveller’s paradise

Sri Lanka Tourism A 40 year- Roller Coaster Ride!

© Srilal Miththapala Data sourced from SLTDA

© Srilal M 2009

Tourist Arrival Variation January to December

-32.4%

-15.7% -10.5%

-12.4%

-20.6%

8.1%

28.0%

34.3% 28.6%

7%

20.1%

Total 2008: 447,890 Total 2009: 438,475

© Srilal Miththapala Data sourced from SLTDA

Tourist Arrivals – 2009 to 2012 Total 2009 – 447,890 Total 2010 – 654,476 Total 2011 – 855,975

Total 2012 (Up to May) – 387, 622

0

20,000

40,000

60,000

80,000

100,000

120,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2009 2010 2011 2012

No o

f Tou

rists

2012

2011

2010

2009

Trend in Arrivals 2005-2011

Derived from SLTDA

date

© Srilal Miththapala

Trend

Foreign Exchange Earnings from Tourism 2009 to 2011 (In US $)

47% growth in 2011 compared to 2010

Year

FE

in

US

$.

Mil

lio

n

Spend Per Guest Per Night 2009 to 2011 (In US $)

Sri Lanka Tourism 2011 Targets

unveiled in September this year, aims to ……..

• „put in place systems, processes and infrastructure to

achieve the 2016 target of attracting

2.5 million tourists ( 2010-650m)

2.75 billion US dollars in earnings (2010- 500m)

45,000 rooms ( 2010- 22,500)

What is Tourism?

A tourist is a person who "travels to, and

stays in places outside their usual

environment for more than twenty-four (24)

hours and not more than one consecutive

year for leisure, business and other

purposes…”

World Tourism Organization

World Tourism -2011

• 980 million Travellers

• Receipts USD 850 billion.

• 10% of the world employment ( 1 in every 12 jobs)

• 9% of world GDP

• 5% of investment

• 5% of exports.

WTTC’s - Economic Impact Research ( direct, indirect & induced impacts)

What types of tourism?

• Leisure

• Business

• Ecotourism

• Nature Tourism

• Geo tourism

• Cultural tourism

• Cruise

• Medical

• Education

• Adventure tourism etc..

Leisure Tourism Visiting Friends &

Relatives (VFR)

Business Tourism

• Holidays

• Health &

Fitness

• Sport

• Education

• Culture &

Religion

• Social &

Spiritual

• Nature/ Wild

life

• Visiting elderly

relatives

• Social visits to

friends &

relatives

• Wedding

celebrations

• Business

meetings

• Incentive travel

• Conferences &

conventions

• Exhibitions &

Trade fairs

(MICE)

What types of tourism?

What is sustainable tourism ? Sustainable Tourism Management..

“…meets the needs of present tourists and host

regions,

while protecting and enhancing

opportunity for the future…”

(http://www.world-tourism.org/sustainable)

Sustainable tourism is…

• Ecologically sustainable,

• Economically viable,

• Ethically and socially equitable.

• Long term perspective.

Sustainability

People

Planet

Profit

© Srilal Miththapala

Conservation Bio-diversity; natural

resources

Tourism Business profitability

Local Involvement Poverty alleviation;

empowerment

Sustainable tourism -a Balancing act

Sustainable /Eco tourism

Ecotourism

“Responsible travel to

natural areas that

conserves the

environment and

improves the well-being of

local people."

The International Ecotourism Society (TIES) in 1990

• Responsible travel to fragile, pristine, and usually

protected areas that strives to be low impact and

(often) small scale.

• It helps educate the traveller;

• Provides funds for conservation;

• Directly benefits the economic development and

political empowerment of local communities;

• Fosters respect for different cultures and for human

rights

Ecotourism

‘Sustainable tourism’ is not necessarily

only ecotourism

• ‘Ecotourism' does not involve much

mainstream beach-or city-based tourism,

where impacts are much greater than any

nature-based tourism.

• Sustainable tourism, therefore, is an attempt

to improve the impacts of all types of tourism.

Types of sustainable tourism?

All tourism can

be sustainable !

Conventional

Tourism

Sustainable

Tourism

Ecotourism

Adventure Tourism

Nature Tourism

Relationships between Tourism categories

Wild life tourism

Sustainability

Global Warming

Environment

Conservation

Green house Gases

Biodiversity Energy Conservation

Carbon Emissions

Climate Change

© Srilal Miththapala

Wild life -based Tourism • Wildlife tourism is watching

wild animals in their natural habitat

• It is also tourism undertaken to view and/or encounter wildlife, in a range of settings…

captive,

semi-captive

wild

• It encompasses…

passive observation

feeding and/or touching the species

Nature/ wild life Tourism

Guidelines and Principles

• Based on the natural attractions of an area and education

about the area

• Focuses on experiential tourists who are interested in a

diversity of natural resources.

• Sustainable use of resources, and avoidance of degradation

( low impact)

• Enhancement of local community and assistance in

development

• Respect for cultural/social/political aspects of local people

• Profit for tourism industry

• Provides funds for conservation activities

• Provides incentives for local communities and landowners to

conserve wildlife habitats upon which the industry depends

Positive Impacts of Wildlife Tourism

• Habitat restoration by eco-lodges and other tourism

operations

• Conservation breeding -breeding of rare and endangered species as a major part of their activities, and release the progeny when possible into suitable habitat.

• Financial donations -money from visitor donations to assist in-situ conservation of wild life

• Quality interpretation-gives visitors a more informed base on which to subsequently modify their behaviour

• Research and monitoring-support of monitoring of wildlife numbers or general research relevant to conservation

• Anti-poaching-Bringing tourists regularly into some areas may make it more difficult for poachers of large animals or those who collect smaller species for the black market

© Srilal Miththapala

Negative effects of Ecotourism/

wild life tourism • Destruction of local resources to make room for ecotourism

• Exploitation of local residents such as using them for cheap labor

• Hunting down and destroying rare species and natural resources to make souvenirs and to use for tourist attractions

• Damaging the environment and destroying nature to make room for

man made establishments

• Using wildlife as tourist attractions and primarily to generate money for

the economy, not to preserve them.

• Disturbing Breeding Patterns

• Disturbing Feeding Patterns

• Disruption of parent-offspring bonds

• Increased vulnerability to predators and competitors

Sri Lanka as a eco/ wild life

based tourist destination ?

• A 2500 year old history.

• Virgin forests, royal and sacred cities.

• Cliff top citadels, colonial strongholds and temple caves.

• 8 World Heritage Sites declared and listed by

UNESCO. • One of Asia's richest treasure troves of both natural

and man-made wonders.

© Srilal Miththapala

Sri Lanka-destination attributes

2.6 % 24.8 %

4.1% 68.5%

Primary

Modified

Plantation31.5%

http://rainforests.mongabay.com/deforestation/2000/Sri_Lanka.htm

Sri Lanka land area

breakdown

Non – Forest

© Srilal Miththapala

• Diverse Ecosystem Areas – shrub

lands, savanna and grass lands,

wetlands, riverine forests, mangrove

forests, tropical rain forests.

© Srilal M 2009

Biodiversity

• One of the 34 biodiversity hotspots in the world.

• 32.2% of the land area has some form of forest cover, while

the closed canopy forest cover is about 23.9% ( FAO)

• Varied Ecological Zones – Low country dry zone,

Low country wet zone, Central hill zone, Intermediate zone,

Arid zone.

© Srilal M 2009

The world

famous

Sinharaja Virgin

Rainforest

• The only country in the world, where one can see the both of the world’s largest mammals - Elephants and Whales

• 1885 the first forest ordinance was passed which paved the way for the setting up of the national parks…

• 11th AD King kirthi Sri NissankaMalla decreed that no animals should be killed in the vicinity of the sacred city of Anuradhapura

• 3rd century BC King Devanapiyatissa created, possibly the world’s first wild life sanctuary in the south of the country.

Wild life

© Srilal M 2009

• 3,300 plants

• 80 mammals (16END; 9CE; 32T)

• 480 birds (33END; 10CE; 36T)

• 66 amphibians (90 END; 12CE; 40T)

• 180 reptiles (101END; 10CE; 18T)

• 240 butterflies (20END; 1CE; 45T)

Wildlife Species

© Srilal M 2009

Ref IUNC Red List

Wildlife Parks

13.Bundala National Park

3.Sinharaja Rainforest Reserve

1.Yala National Park

14.Wirawila Bird Sanctuary

2.Wilpattu National Park

12.Somavati Chaitiya Sanctuary

6.Minneriya National Park

10.Victoria Randenigala Rantambe Sanctuary

7.Gal Oya National Park

8.Horton Plains National Park

4.Uda Walawe National Park

5.Wasgamuwa National Park

9.Madurua Oya National Park

11.Ritigala Strict Natural Reserve

© Srilal M 2009

The largest density of wild Asian Elephants in the world

10% of the world population, in 2% of the available

elephant habitat in the world

© Srilal Miththapala

© Srilal M 2009

The unique spectacle where the largest number of Asian

elephants gather on the open plains of the Minneriya National Park

during the months of April-Sept .

The ‘Gathering’

© Srilal Miththapala

Wild elephant at cricket!

Dimitri Miththapala

Dimitri Miththapala

In the Ocean

© Srilal M 2009

On Land…

© Srilal Miththapala

Hence certainly there is no shortage of physical attributes as a nature destination…

All This on a small 65,000 sq km island. Possibly one of the most unique places on earth.

“Asia‟s most Authentic

Compact, Diverse island”

Sri Lanka tourism positioning

Authentic being-seeing

Unique

Traditional

Natural

Simple

Unspoilt

Rooted Inimitable

Ethical

Sustainable

© Srilal Miththapala

…And many hotels have ‘jumped on the

eco-tourism/nature tourism bandwagon’

“Ecotourism" – is a term that has long been open to abuse and misrepresentation.”

The Guardian

The market demand for eco/nature based tourism

• Captures $77 billion of the global market and experiencing double-digit gains that are likely to accelerate as concern about global warming rises.

• The United Nations World Travel Organization (UNWTO) estimates that in 2007 ecotourism captured 7 % of the international market.

• According to Travel Weekly, sustainable tourism could grow to 25% of the world’s travel market by 2012, taking the value of the sector to approximately $473 billion a year.

• Centre for responsible travel

Some good hotel examples…

© Srilal Miththapala

© Srilal Miththapala

GREEN WASHING ?

© Srilal Miththapala

New emerging needs of tourists

Changing needs of the tourists food, accommodation and excitement

To experience, learn about another

culture, enriching oneself, concern for

environment, interest in nature & wild life

LOHAS – the new premium tourism

customers?

Lifestyles Of Health And Sustainability.

• Well-off, well-educated, health-conscious and socially and

environmentally aware

• Essentially, these are people who live and consume in an

informed, aware and ethical manner, especially with regard to

their own health and fitness, and to social and environmental

issues.

• They are also interested in spirituality and new technologies.

• The US market for LOHAS goods and services is put at $209 billion

including a large „eco-tourism‟ market estimated at $42 billion.

: The Natural Marketing Institute, 2008),

Revenue Earned by Wild Life Parks from

Tourism Year 2007 - 2010

0

50

100

150

200

250

300

2007 2008 2009 2010

Rev

enu

e R

s M

illi

on

Year

Visitors to National wild life parks

Local to Foreign ratio- almost 3.4 times in 2010

SLTDA

Revenue generated from National wild life parks

Department of National Zoological Gardens

Income 2011

0

50

100

150

200

250

300

350

400

450

500

Elephant Orphanage Dehiwala Zoo Other Sources

487 Mn

163 Mn

16 Mn

Modes of Income

Income

in Rs.

Number of Visitors - 2011

Number

of Visitors

…but what about the guiding principles?

• Education about the area

• Sustainable use of resources, and avoidance of degradation ( no over-visitation)

• Enhancement of local community and assistance in development

• Respect for cultural/social/political aspects of local people

• Profit for tourism industry

Using local people as guides and

trackers to show wild life of area

Environment friendly lodges & tented camps

Involving villagers in tourism

Low intensity

activities

Safaris to National Parks

Negative effects of nature/wild life tourism in

Sri Lanka

The Gathering at Minneriya-

Hemmed in and nowhere to go..

‘Traffic Jams’ at Yala

Manori Gunawardena

Boats disturbing whales

Riaz Cader

Pinnawela – Elephant ‘Orphanage’ ?

© Srilal Miththapala

Will tourism be guilty of over-exploiting

this unique & wonderful gift of nature?

“ The war has done you some good ....indirectly.

It has helped to preserve your natural resources to a great extent over the past 2 – 3 decades.

You must, at all costs, safeguard this pristine environment, and not let it be destroyed in the rush

to develop”

Romulus Whitake , a.k.a „The Snake man of India‟,

Eminent Herpetologist,

at a lecture of the Wild Life & Nature Protection Society , SLIE auditorium,

14th September 2010

© Srilal Miththapala

Post war Sri Lanka

Leopard haven…. "If God Created a patch of land for

Leopards on Earth, then it must be Yala“

Angie Scott , Award winning photographer of Big Cat Diary,

at a presentation at Cinnamon Lake,

at the end of their visit to Sri Lanka

9th July 2011

Branding and promotion

Sri Lanka Tourism

Beach

Wild Life/ Nature

Adventure/ sports

Wellness

Culture

© Srilal Miththapala

Wild life sub-branding

• “ Sri Lanka the ultimate island safari”

• “Sri Lanka the best for big game outside

Africa”

• “Sri Lanka‟s four big- The elephant, whale,

leopard and sloth bear

• The Sri Lankan elephant as an icon for tourism

© Srilal Miththapala

World recognition

• The Gathering – “The world‟s 6th best wild life

wonder”

• Lonely Planet - 1000 ultimate sites guidebook 2011

– Sri Lanka Elephants Gathering

• National Geographic – Best 25 new trips for 2010 –

Sri Lanka

• National Geographic – Best destinations 2012-6th

place

© Srilal Miththapala

http://www.lonelyplanet.com/travel-tips-and-articles/76694

The largest land mammal

in the world

The largest mammal

in the world

One of the largest predators in the world

Franklin Silva

Elusive ….

Franklin Silva

The world largest mammals… THE ELEPHANT

and

THE WHALE …and the largest concentration of

LEOPARDS and the elusive

SLOTH BEAR

Srilal

Sri Lanka’s BIG 4?

“Lanka best for big game

safaris outside Africa”

Rank

No : 2

© Srilal Miththapala

The Sri Lankan Elephant-

• A distinct sub species

• The largest

animal in the world

• One of the easiest places in the world to see wild elephants

Flagship Species

“The greatness of a nation, and it‟s moral progress can be judged by the way it‟s animals and environment are treated” --

Mahatma Gandhi © Srilal Miththapala

© Srilal Miththapala

… and leave only footprints

Tread lightly,

take only photographs,

kill only time…

Thank you… and all the best in your studies.

srilal.mith@gmail.com

www.srilankaelephant.com

www.facebook.com/SriLankaElephant

© Srilal Miththapala