Sri Lanka’s Human Heritage Stories & Tourism Promotion

In light of the ongoing efforts by country’s travel and tourism sector stakeholders to revive the industry, which phased down in the aftermath of the Easter day terror attack, I intend to offer this perspective into tourism promotion.  

If there is one innovative way in which Sri Lanka can promote travel differently, I believe, that is by enticing the global traveller to engage with Sri Lanka’s rich living heritage- an inseparable aspect of culture and tourism which hitherto remains somewhat quiescent where tourism promotion is concerned.

The narratives that shed light on the living heritage - the inheritors of our intangible culture; their knowledge, practices, skills, rituals and beliefs have a broader scope to lure the traveller who seeks the thrill of human interaction and localized experience during travel.  

In 2015, I had the opportunity to represent the Sunday Times at a seminar on the Ratification and the Implementation of the UNESCO Convention for Safeguarding of the Intangible Cultural Heritage (ICH) for Asian and Pacific Countries, held in China.  (Read full article: http://www.sundaytimes.lk/150920/plus/unesco-ich-protecting-the-heritage-of-humanity-164646.html). As a part of our tour, we visited the Diabolo Museum in Beijing (Diabolo - an ancient folk instrument passed down from Ming Dynasty period. Diabolo spinning is considered a part of Chinese Intangible Cultural Heritage).  Interestingly, the curator of the Museum who walked us through the story of this traditional Diabolo was also a descendant of a lineage of Diabolo masters. Learning the historical significance of Diabolo spinning from a master craftsman who is a proud inheritor of this Intangible Cultural element and the photo opportunities had with him, made the trip to the Diabolo Museum extraordinary.  An experience so unique that it was remembered and shared on this blog, four years down the line.

Sri Lanka’s living heritage is equally rich. The National ICH directory compiled by the Ministry of Cultural Affairs also outlines a comprehensive list of interesting human heritage elements, from traditional puppetry to bali thovil, hevisi drum playing, astrology, local aurvedha treatments, reed weaving, the practice of alms giving for kiri ammas (breastfeeding mothers), dialogue reading operas  are among many other rich traditional elements.

Sadly the status quo as at now is such that activities of these traditional communities of yesteryear -craftsmen, artistes, performers such as pora pol players (a traditional folk game linked to Sinhala and Tamil New year)  are gradually diminishing in want of proper recognition and support to sustain their activities. (Listed below are some of the stories I did for the Sunday Times).Promoting our living heritage will also bring about lasting benefits for the traditional communities. A sustained source of income apart, the sense of pride instilled in them as a result of being recognized as an integral aspect of country’s tourism, would encourage the communities to preserve and safeguard this unique aspect of our culture for future generations.

Apart from focusing on traditional crafts such as masks, handicrafts, beeralu lace for tourists, the possibility of selling an experience through guided sessions conducted by local craftsmen who share their knowledge on age old traditions, practices and techniques can be explored in line with travel.  

Besides, the digital age gives plethora of ways in which human heritage stories can be incorporated into diverse traveller segments -including the influencers and bloggers. Attracting the leisure traveller apart, exposure on the existence of such human heritage would facilitate close corporation and interaction with interest groups and researchers across the globe.

Embedded into the vast array of our tourism product range is a unique living heritage. I believe this is what makes Sri Lanka tourism a brand having enormous potential to come to life through its plethora of stories on human heritage.

Now is the time to ignite the wanderlust in the traveller by sharing Sri Lanka’s Human Heritage stories with the world.

Sunday Times articles

http://www.sundaytimes.lk/150412/plus/meeting-nut-with-nut-143918.html

http://www.sundaytimes.lk/110227/Plus/plus_10.html

http://www.sundaytimes.lk/150628/plus/hooked-on-the-hackery-154653.html
http://www.sundaytimes.lk/150614/plus/a-dwindling-craft-153134.html