Three years ago, in the midst of Covid, we ran a story headlined: ‘Hospitality bites the bullet in Negombo.
‘Hoteliers and restaurateurs in Negombo are being forced to rethink their business models as the global pandemic impacts their major source of revenue— tourists.
But things have changed. And on May 25, a resurrected Negombo Tourism Association (NTA) loaded that bullet into the starting gun to trigger what they hope will be the town’s tourist revival.
At a town-hall meeting attended by tourism minister Harin Fernando and various sector stalwarts, the NTA launched with much fanfare its ‘Blooming Negombo’ marketing and promotion campaign.
Good news for Negombo? Or a case of ‘more in hope than expectation’? Because much will depend on whether those same hoteliers and restaurateurs have—or have not—rethought said business models.
This includes paying a living wage to employees struggling to survive, foreigner-oriented skills training, and conditions and career opportunities that will encourage staff to not join the thousands heading abroad for a better life.
That last is a vital consideration. Institute of Hospitality Chairman Dr Harsha Jayasinghe recently said that “the brain drain in the country has not only led to a serious loss of talent but also hampered the industry’s ability to provide high-quality services and meet the demands of national and international visitors”.
“Sri Lankans are leaving the country in droves seeking greener pastures, and the hospitality industry has lost a large number of trained personnel as a result, leaving the industry in dire straits.
“The shortage of skilled workers poses a significant challenge to the growth and development of this vital sector. Many skilled individuals including chefs, housekeepers, and other service staff, are leaving the country in search of better opportunities abroad.”
And he warned that “if the authorities do not take immediate steps to address the issues, the country’s hospitality industry would suffer a crippling blow”
One long-overdue step for the NTA would be marketing and promotional efforts focused on the expectations and cultural preferences of target tourists, be they from the UK, Europe, India, Australia, or China.
An example of its unwittingly tone-deaf marketing is ‘Blooming Negombo’ itself. In colloquial British English, ‘blooming’ is often used as a milder substitute for a stronger expletive, eg, ‘he must be a blooming idiot to have done that’.
Added to which, ‘blooming’ means ‘in radiant health’ or ‘flowering’, and Negombo tourism is neither. Not only is it ailing, but it would take a sharp-eyed visitor to spot a single bloom or flower in any of the town’s public spaces.
But let’s not cavil over details. The point of the exercise is to foster media (particularly social media) awareness that the NTA is finally on the case; to create ‘brand Negombo’; and to encourage local tourism outlets and supply chains to cooperate and actively participate.
Hyacinth Gunawardena is the Executive Director for Jetwing Hotels in Negombo, a leading hospitality player. Its six starred properties include Jetwing Sea (the first hotel built in Sri Lanka by Herbert Cooray, father of present-day supremo Hiran) and Jetwing Lagoon (designed by famed Sri Lankan architect Geoffrey Bawa).
Hyacinth is also on the ‘Blooming Negombo’ steering committee, where she will play a leading role in bringing the NTA and Negombo Hoteliers Association (NHA) together for a meeting of minds and, perhaps more importantly, a pooling of resources.
She says: “This kind of cooperation is exactly what’s needed in these difficult times to take Negombo into the future as a Sri Lanka destination in its own right, and I’m looking forward to playing my part.”
Other actors in the NTA spotlight are the President, Warnakumara Agampodige, Treasurer Mark Theme, and Secretary Claire Perera. All three were front and centre in preparing ‘Blooming Negombo’ for its townhall debut.
A prominent behind-the-scenes mover and shaker is Janaka Weeramanthri, long-time owner of Rodeo, the ever-popular beachside bar-restaurant. He is hopeful that with the new initiative, the NTA will finally live up to its billing as the ‘epicentre of Negombo tourism.
He’s particularly impressed with Claire, who has only been in the job a few months. “She’s young, smart, personable, forward-looking, and is committed to seeing tourism thrive. She’s a rising star, just what the NTA needs”, he said.
Meanwhile, a long-time foreign resident familiar with the NTA, who asked not to be named, says: “The attitude among many of Negombo’s hospitality businesses seems to be a reluctance to do anything if it might also help someone else.
“So for them, the expression ‘a rising tide lifts all boats’ holds no water. They think: Why should I pay for improvements when my competitors might not pay but still get the benefits?
“So the NTA needs non-zero-sum solutions, such as a hypothecated council ‘NTA levy’ on tourism-related businesses, which could be allocated to projects agreed by the stakeholders. But I don’t quite see that happening.”
Those halcyon days when Negombo welcomed a steady stream of ‘bookenders’—arrivals staying a night or two at the beginning and end of their island tours—pretty much ended 10 years ago with the opening of the express highway from nearby Bandaranaike International Airport to Colombo.
It meant that travel times to the capital’s many and varied hotels were, and are, only about 20 minutes more than it takes to reach Negombo’s beachside properties. And it’s only another hour or so to the popular southern resorts.
Which means that all concerned with reviving Negombo tourism are going to have their work cut out to reposition the town as a place where tourists will want to stay and spend time and money. To be the books, so to speak, and not just the bookends.
So will ‘Blooming Negombo’ have the will—plus the wit, stamina, and expertise—to achieve its objective, which is to attract more foreigners? A good question, for which only time will tell…
Finally, in this day and age, a serious enterprise that does not have a website is … not a serious enterprise. An online showcase, particularly for a tourist destination, is an essential go-to source of useful information, and a hub for social-media channels such as Facebook, Instagram, YouTube, etc.
The NTA doesn’t have one—yet. Word is that there’s something in the pipeline, but on past performance, who knows when or how it will reveal itself. In the meantime, Negombo lives in hope, if not expectation…