The Hospitality Industry is home ground for Nalin Jayasundera who has risen in rank within a span of 4 decades at Aitken Spence Company itself. Having been tasked in different roles in the Tourism Sector, he took over the leadership of Aitken Spence Travels (Private) Limited (ASTL) as the Managing Director in 2013.
ASTL, a joint venture with TUI AG, is the leading destination management company in Sri Lanka.
Nalin Jayasundera is currently the President of the Sri Lanka Association of Inbound Tour Operators (SLAITO).
He is also a member of SLID and SKAL International and has been a member of the Sri Lanka Tourism Advisory Council, a Board Member of the Sri Lanka Conventions Bureau and currently serves as a Board Member of the Sri Lanka Tourism Promotion Bureau and is a member of the Committee for strengthening the Administrative Structure of the Tourism Sector to Boost the Tourism Industry of Sri Lanka.
An old Peterite, Jayasundera with his wide experience in the Tourism Sector and wide knowledge of the travel industry is actively engaged in an important role in developing the Tourism Sector by venturing into many new markets, developing new products and seeking new opportunities that have come up with new global trends. In addition to its presence in the Maldives, Aitken Spence Travels has expanded its business to Myanmar and Bangladesh.
His best accolade in the recent years is leading his team to grow the Aitken Spence Travels business by reviving the tourism sector to handle 225,000 pax, which is the best ever in the history of the company and is also the highest pax count handled by any Destination Management Company in Sri Lanka.
No doubt a heavy weight in the industry, thus expert counsel from Jayasundera is crucial for the country’s progress on Tourism in general and at this time in particular. Having a seat on the Govt. Boards and sitting in the private sector gives him a balanced view of the Tourism sector in Sri Lanka.
With Sunday Observer Explorer’s main focus being on Travel, we found it was imperative that we invite Jayasundera to our Hot Seat to speak, more from the position of President at SLATO to respond to the questions we have on the current impasse of Tourism that Sri Lanka is facing with a 3 million visitor target while facing a drop in Tourism with the “Off season” looming large and a long overdue marketing branding still in limbo.
Q. You can be considered a veteran in the industry, almost grown with the industry and have held and hold many seats in the govt. boards too, what is you assessment of the current Tourism status? What more need we do? What are we not doing? What do you make of this so called “off season.”
A.”In my view there is nothing called ‘off season or season’ there is good marketing or no marketing”.
“We have got to market and sell year-around. We have to look at the markets that will generate in the so called off season months such as Netherlands, Belgium, Spain, Italy India and China, whilst focusing on other markets as well.”
This Govt. has made the Tourism Industry a priority Industry, which is a good thing. Then, there can’t be any delays under any circumstances. There can be certain procedures and blocks, but we need to cut through them fast- we cannot be slaves to those obstacles. They must break the barriers and go ahead for the right reasons.”
“To set up a target, there has to be a marketing drive in operation, we need to have a strategy first and then get the numbers. 3 million arrivals and $5 million revenue in this year is a tough challenge. National branding is badly in wanting. Time is running out, the global market place is so competitive.”
“There is interest towards Sri Lanka. There is an organic growth. But it is not getting converted to a business, due to lack of brand visibility. If we are to compete with the other destinations, proper marketing is vital. The national tourism branding has to happen now, it’s critical.”
Q. What are the other areas we can improve on, product wise?
A. Improving accessibility is crucial. The Colombo- Kandy Highway has to be completed. In addition we need to look at the possibility on extending the highway from Kurunegala to Dambulle. If we can get the Highway done it will be easier to access the North, North Central and the East.
There’s a lot to do. For instance look at the travel time to the East. There has got to be regular flights, aircraft with sufficient capacity, not a sea plane and helicopter with limited seating. We need the least a domestic flight with minimum 50 seats. I have said this many times, we can make the East Coast the Balli of Sri Lanka.
Q. I would like you to answer this question as the President of the Inbound Tour Operators, what you think of the target set for 3 million arrivals this year?
A. If we are not on target by end of May it’s not going to happen. If we delay the targeted national branding then it gets even more remote of it happening. We must not forget there are many destinations competing with Sri Lanka. If we do not communicate this crucial message to the consumer we will not be in demand.
Q. What are the other areas that need to get sorted?
A. We need to create a level playing field. When there are unregulated businesses, the quality and standards cannot be maintained. One pays the taxes, the other doesn’t pay. This cannot be so. The industry has to be regulated. It is important to provide high standards and quality to our customers to be competitive globally and ensure the due taxes are paid to the Govt.
If we are going for these arrival targets, we need to look at the Human Resource issue and have proper training programmes and increase the number being trained. We need to get the right people to the Industry.
Another area that needs streamlining soon is dialogue of the line ministries that has a connection to tourism such as wild life, civil aviation and archeology. They all have to work together.
The Tourism industry has the potential of being the largest foreign exchange earner. We need to tap that potential path fast.
Q. Aitken Spence has a century and a half old rich history and Aitken Spence Travels too is reaching half a century of its’ existence in a couple of years, what has given your company to sustain and the steam to be ahead of the rest, yet?
A. “We have maintained the momentum and the recognition and today we bring in the highest number of tours to Sri Lanka and have received the Tourism Awards for the best travel company in 2024. The strength lies in the inbound sector and we pay the highest TDL to the Govt. of Sri Lanka. We generate the highest number of room nights. The main reason for our success is that we go into new markets, we develop new segments. We have a good professional team”.
“Also the Aitken Spence PLC went into a joint venture with the largest Tourism Company in the world, TUI, based in Germany. We have been representing them for 45 years and the joint venture has been for 20 years. Going for a joint venture became a win-win situation. Their commitment is to the destination, in areas like cruises, hotels the global presence became more. Meanwhile the situation in the country wasn’t so good at the time. Therefore having an international tour operator partner was an important move we made at that time.”
Q. If you can tell us more about the TUI that you have partnered with?
A. “TUI Travel PLC is The world’s number one Integrated tourism management company operating in 180 countries worldwide. It serves more than 20 million guests in over 31 source markets. Headquartered in the Germany, the Group employs approximately 67,000 colleagues in more than 100 countries.”
The company is organized and managed through three business Sectors: Mainstream, Specialist & Activity and Accommodation & Destinations.”
“The broad portfolio gathered under the TUI Group umbrella consists of strong tour operators, 1,600 travel agencies and leading online portals, five airlines with around 150 aircraft, over 400 hotels, 16 cruise liners and many incoming agencies in all major holiday destinations around the globe. Aitken Spence Travels celebrates partnering with TUI for over two decades.”
