Promoting sports for profit without policy
06 May 2017Sri Lanka has been talking about sports tourism for some time now, but never gone beyond that. Professionals in the tourism industry and other promoters of the trade, classify sports tourism as hard and soft sports. The soft sport aspect is already steady in the country, though not established to profitable levels, with sports such as snorkeling, cycling and mostly to do with leisure and are not promoted properly. The hard sports have now become the more intense of the two where scores of tourists can be made to converge in a place for periods of time; where the need for accommodation and food and drinks, and entertainment, become the demand factor other than what tourist pay for the actual purpose of their visit and involvement with hard sport.
There are also sports such as rock climbing, mountain biking, river rafting, jungle camping and others that could cause dangerous ecological problems, if it is allowed to get out of hand. Sri Lanka is too small a country to be allowing sporting activity to take place incongruously but in today's context it is a necessity to promote tourism. If done in a proper manner it could be a real asset to the locals who should be given top priority for such to be allowed into the villages; and those old ways are not too appreciated by westerners and therefore, should be taken care of. These things could become spokes in the wheel if not handled correctly in a place where culture is most preserved. Marketing such products is not easy unless the true picture is dimmed.
But hard sports such as cricket, golf, football, volleyball, rugby, track and field (marathon running, cross country racing and such) beach volleyball, horse racing and motor racing are some that go under the above said. For reasons only known to authorities, they have neglected the matter of the hard sport being given prominence, for it to actually take place in the country. Today, sport has become a way to promote countries and many countries are keen to promote sports with that in mind.
In the national sports policy of Sri Lanka it has been suggested to develop a variety of sports that could become an active contributor to the local economy. A sport being used as a tool to promote tourism also has been suggested especially after our winning the coveted ICC Cricket World Cup in 1996. And the above mentioned sports are also in the list of proposed activity to be taken to global level and pushed here locally to promote tourism. Another aspect is using the local craftsmen and developing sports equipment and sports memorabilia for the local and foreign markets. Training local talent to compete in sports related work opportunities around the international sports arenas will become the responsibility of the proposal put forward by the Prime Minister a few months back to start that type of training at school level. This also could be used to get foreign children involved to be trained in the sports field and if it could be taken to a higher level such as university level it could be a real asset to the country.
It is time that the sports policy that has to be ratified and introduced because it never had the urgency as called for right now.
Without the sports policy (Sri Lanka lacks in these policy programmes) nothing seems to happen. This time with his appointment in 2015, the sports policy being introduced was one of top priorities of the present Sports Minister which assurance was given by him when taking over the office. He promised it within the first two years, it not likely to take place. We have no proper synthetic track to stage international events; the promise of getting the Sugathadasa Stadium re-laid has been hit with a delay virus, which has no cure. This is not the ideal background for us to ask for or hope for international events to be staged in Sri Lanka that lacks infrastructure and money.
The above said concerns of ecology that its safe guarders look to preserve also affects the industry's growth. That is where the policy that is spoken of can be helpful, with proper guidelines; unless there are legal guarantees Sri Lanka can be a tricky place to promote some of the above said sports that run concurrently with the eco system of the country. The other sad thing is those in the various offices of the Sports Ministry, getting more involved for what they can get out of being with the Ministry, such as foreign scholarships and workshops they can attend because everything is paid for, as the present connections with the international has grown to such extent. These are very rewarding for both the ministry and the official, but whether the proper people are sent for these and what they learn is put to action is the matter of concern.