Online English Programme for Prospective University Entrants

Department of English Language Teaching

Rajarata University of Sri Lanka

Travel and Tourism

Tourist industry has been well -known as one of the biggest foreign exchange earner for few decades. Sri Lanka
has been the paradise for people in most Western countries as the tropical climatic conditions, natural beauty,
historical background and so many other factors. Attraction of tourists to this tiny island is centered round many
places of interest throughout the island. The sunny beaches, ancient ruins, cool climate in the hills, the picturesque
beauty, spicy foods, handicrafts, ayurvedic medical system and above all excellent hospitality extended to them
bring much prove that the industry is a success evidence to.

However, it is quite evident that the civil war which prevailed in the northern and eastern parts of the country
during the last three decades really paralyzed the economy of the country and it definitely affected the progress
of the tourist industry too so that it underwent ups and downs during this time.

Nevertheless, now, it appears that the tourist industry is emerging from its worst slump. Now, once again when
rays of peace dawn in the island, tourists from every nook and corner of the globe arrive in. Now the authorities
without any hesitation estimate the number of tourists that they expect and plan to develop the infrastructure
facilities to meet the demand. In the meanwhile, hoteliers and tour-operators are looking forward to the new
millennium with much hope.

The leading figures of the tourist industry admit that they have already faced a number of serious threats and
challenges when they work for a rapid reawakening program. During the last three decades, continuous efforts
have been implemented to sabotage the image of the country so that a vicious circle was built up. Specially in the
Western European countries, these campaigns were launched in order to create bad impression on the country and
prevent tourist from visiting.

To overcome these challenges an action plan has been drawn up. Above all, when the civil war was brought to an
end, the government of Sri Lanka was keen on drawing up some crash programs to accelerate the economic
growth of the country. Now, of course, people enjoy the access to travel anywhere in the country without any fear
or anxiety.

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To develop the tourist industry, more tourist markets should be attracted. For this purpose, an aggressive
marketing strategy is required. For this purpose, new ways of propaganda should be introduced. Even now,
especially in European countries, gigantic advertising campaigns have been launched and different types of
brochures have been introduced. In addition, foreign tour operators and journalists should be brought in so that it
would be quite easy to build up the good image of the country. They should be taken to the places of interest and
be allowed to witness the actual situation of the country. This might influence them to lure more tourists to our
country. Tourist industry is a major foreign exchange earner so that it should be developed systematically to
ensure more and more tourists.

In the case of tourist industry, so far, sun-sand-surf image has been focused. Our beaches used to be the main
attraction. But, today this has to be changed because this image is available in most other Asian countries. For
instance, some atolls in the Maldives such as Kurumba Island have become paradise for European tourists. This
has been resulted in relatively high competition. However, Sri Lanka possesses so many other alternatives that
should be focused on. Our culture, traditions, history, natural beauty etc. could be more attractive and they will
be some added factors in which tourists would be more attentive on. For instance, Sigiriya has been considered
as a wonderful ancient monument which has become a major tourist attraction for centuries. The Kandy Esala
pageant, the caparisoned elephants, Kandyan dancers, drummers, tom-tom beaters, torch bearers the Diyawadana
Nilame etc. bring the tourists a fascinating experience. The natural beauty and the cool climatic conditions in the
Central Hills really attract thousands of tourists. These things are really unique and they make massive access to
promote the tourist industry.

The tourist marketing strategies also could be aimed at some other factors. Hoteliers should draw their special
attention to the traditional Sri Lankan recipes, fruits and local sweets. Tourists always appreciate something new
and fresh for them. The local spicy food items would be definitely something new for them. Apart from them, Sri
Lanka is also reputed for Ayurvedic medicine. Already, in some tourist hotels, these medical treatments and drugs
have been introduced. In addition, our handicrafts, brassware, silver and gold jewellery, wood carving, matting,
masks etc. are unique and they really claim a good demand.

Adventure tourism is another factor. In 1990s, once I met a tourist from Israel with whom I fell in conversation.
He told me that he visits Sri Lanka every year mainly because it is a real adventure for him to climb up to the
summit of the Sigiriya rock. A safari tour in Yala or Wilpattu national parks, visiting the World's End in the
Horton Plains a boat ride and swimming in Hikkaduwa could be more attractive and if these adventures are more
promoted, more tourists could be expected.

At a time when hoteliers are looking for alternatives to tourism, MICE tourism — meetings, incentives,
conferences, exhibitions — is another potential. As a peaceful atmosphere prevails in the country, more
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international conferences, exhibitions could be encouraged. This could be realized with the co-operation of the
state sector as well as the private sector. This type of tourist industry has an added value. The travelers on MICE
tourism tend to spend far more than the average tourist. However, the international conference market would take
time to prove its worth because to realize it, the good image of the country in the international community should
be well — established. But, once a country proves its worth, it can be a money — spinner for all involved.

Infrastructure development is another important factor, where tourist industry is concerned. In Sri Lanka, most
places of historical interest could be found in distant areas. Nevertheless, the highways are very often in a
deplorable condition so that it is difficult to make access to these places. There is hardly any point in building
better hotels in distant places if it takes long to go there. The government should have a long-term plan to develop
the highway system in the Island

Sri Lanka is a paradise-in-waiting. Can the travel industry rise to the challenges it will have to meet in the
millennium?

A. Reading
Answer the following questions
1) Who are hopeful about a better future?
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2) What are the threats and challenges the tourist industry faced during the recent past? What actions have been
taken to accelerate the tourist industry?
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3) Why should the foreign tour operators and journalists be invited?

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4) Why should the image of sun-sea-surf be changed?

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5) What are the 'incidents' regarding adventure tourism suggested?

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6) What should be done to promote MICE tourism?

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7) Pick out the phrase from the text that says the travel trade is picking up.

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8) What picture comes to your mind when you read the expression 'sun-sand-surf image?

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9) 'This has been resulted in relatively high competition.' In this sentence, what is 'this' referred to?

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10) According to the facts provided in the text, decide on the following statements whether they are right or wrong.

Statement True False

a) It is quite easy to earn more foreign exchange by MICE tourism.

b) Sri Lanka is rich in its natural beauty as well as historical importance.

c) Even during the time of the civil war, Sri Lanka received large numbers
of tourists from foreign countries.

d) It is not easy to make access to most historical places in Sri Lanka.

e) Sunny beaches are found not only in Sri Lanka but also in many other
Asian countries.

f) Hoteliers are thinking of alternatives to attract more tourists.

g) Hoteliers should pay more attention to promote the indigenous culture

and traditions.

h) Sri Lankan recipes are not much popular among tourists.

i) Because of the prevailed civil war, the tourist industry was really
paralyzed during the last three decades.

j) The authorities concerned should make continuous efforts to conserve

the good image of the country.

B. Vocabulary

I. The currencies of other countries - ___________________________

II. Interest -___________________________
III. Visually attractive -___________________________
IV. Becoming prominent -___________________________
V. An unusual and exciting experience -___________________________

C. Language Focus
Words are divided into different kinds or classes, called parts of speech, according to their use and function in a
sentence. English has nine main parts of speech. Commonly listed English parts of speech are noun, verb,
adjective, adverb, pronoun, preposition, conjunction, interjection, and determiner. Word classes may be classified
as open or closed: open classes (like nouns, verbs and adjectives) acquire new members constantly, while closed
classes (such as pronouns and conjunctions) acquire new members infrequently.

Adjectives
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 An adjective is a word that describes a noun, giving extra information about it.

For example: Today is a hot day.

Small children like to see wild animals.

She is tall and thin.

Identify the adjectives of the above text list them

D. Writing
Write down an Essay using following descriptions not less than 250 words. Also apply a suitable topic for that.

"Sri Lanka is the hidden treasure of the Indian Ocean. Sri Lanka, with its unique biodiversity, has a rich history.
It is a pride to be our motherland. Sri Lanka overcame the other islands with natural beauty. The Indian Ocean,
which looks like a silken pearl around the country, is fascinating to travellers. A country shines before the world
because of its cultural identity. Therefore, it is our responsibility to preserve the cultural heritage for future
generations"

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E. Speaking
Make a power point presentation on one of ‘Tourist Attractions in Sri Lanka'

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