ONE STEP Creating Systemic Change - Skills for Inclusive Growth
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ONE STEP Creating Systemic Change
CONTENT
01 Accommodation
• A total make over!
08
10
• Improved and inclusive services in Polonnaruwa! 12
• Addressing gaps in skills paying off already! 13
02 Food and Beverage
• No disability too great!
16
18
• From housewife to Demi Chef! 19
• Baking his way to success 20
• Age, No Barrier to Reach for the Stars! 21
• No one is left out! 22
• An inspiration to all! 23
03 Building on Tourism Assets
• Developing community traditions as tourist attractions!
24
26
• Shifting the paradigms in the surfing industry in Sri Lanka 28
04 Leisure/ Excursion/ Tours:
• Improved standards mean better earnings!
30
32
• Instilling professionalism in Tour Guides! 34
05 Support Services
• TVET gets a boost in Batticaloa!
36
38
• Aligning skills development with industry standard! 39
• Courage and determination saw her through! 41
• Social Marketing interventions as change makers: 42
Forward
The Government has prioritized the development Lankans can pursue meaningful and interesting
of the tourism value chain to support local employment opportunities. Each story has been
economic development and achieve inclusive validated through quality analysis of data gathered
growth outcomes across Sri Lanka. I am very and presents valuable insights that can influence
pleased to launch this collection of stories that training providers and policy makers involved in
show positive changes coming from effective skills development, tourism and employment.
skills development supporting the tourism These are real stories of change that showcase
and hospitality sector. The Skills for Inclusive some of the many opportunities available across
Growth Project (S4IG), is an initiative of the the tourism value chain. These outcomes are
Australian Government, which is implemented uniquely Sri Lankan and are the direct result of
in collaboration with the MSDVT, TVEC, tourism good cooperation between responsible agencies
authorities, Industry and Provincial and District – training providers, government planners and
Level Administration. S4IG is repositioning skills employers. The focus on gender, disable persons
development and strengthening training providers and micro & small-scale enterprises reflects
to support employers in this sector and ensure government policy priorities that ensure access
that people are getting employable skills that and opportunities for all citizens. We hope this
result with improved employment outcomes and book promotes dialogue and debate between
income levels for trainees. stakeholders to strengthen implementation and
support industry, community and government
This selection of stories provides an important
efforts and expectations of improved performance
contribution to understanding and addressing
of this sector of the economy.
the issues of the skills development system
in supporting the tourism sector in rural and
remote parts of Sri Lanka. These showcase how Mr. David Ablett
skills development can improve incomes and the Team Leader
resulting quality of life and ensure ordinary Sri Skills for Inclusive Growth Program
3
About Skills for
Inclusive Growth Program
The Skills for Inclusive Growth (S4IG) Program is an initiative of the Australian
Government’s aid program and is implemented with the Sri Lankan Ministry of
Skills Development and Vocational Training (MSDVT). The Program demonstrates
how an integrated approach to skills development can support inclusive
economic growth opportunities along the tourism value chain in the districts
of Trincomalee, Ampara, Batticaloa (Eastern Province) and Polonnaruwa (North
Central Province). In doing so, S4IG supports sustainable job creation and
increased incomes and business growth for marginalised and disadvantaged
people, particularly women and people with disabilities.
This program uses the tourism sector to explore and demonstrate successful
models of change within skills providers and formal and informal tourism
enterprises across the four districts, through showcasing coordinated, demand-
driven, flexible and inclusive skills development Programs. It provides a practical
demonstration of Australia’s commitment to skills for prosperity and builds on
and is informed by the success of Australia’s investments in the skills portfolio.
S4IG program interventions span across the tourism sector using skills and
enterprise development as core models to influence behaviour change in the
4 districts. We work across both the tourism and skills sector in coordination
and collaboration with the national and district level Government priorities and
policies.
This book showcases some interventions that are worth sharing and bringing
out, through story telling to showcase what S4IG is working to achieve at end of
the program.
4
Background of the program: “point of difference”
S4IG program aims to achieve
two end-of-program outcomes:
• The majority of micro, small and medium • The majority of participants in S4IG skills and
enterprises operated by participants in S4IG business development programs increase their
skills and business development programs incomes.
improve their performance.
5
S4IG Intermediate Outcome
Coordination and Planning MSME’S are Established and
of Skills and Business Development by Relevant
Development in Program Participants Including
Areas (District) is Improved Women and People with
and Gives Equal Weight Disability
to the Skills Development
Priorities of the Formal and
Informal Economies
Participants gain or Improve Program Modeling and Social Inclusion
their Employment Including Learning Contributes to
Women and People with Strengthening the National
Disability TVET System and Quality
Standards
Accommodation 01
Accommodation services plays a vital role in the beverage, front office operations, customer care,
tourism value chain enabling visitors a variety of safety and hygiene, e-tourism and book-keeping.
place to stay in throughout their visitor experience.
It connects all other services/ sectors related to The Guest House “Master Class” project saw 47 guest
the tourism value chain. Studies conducted by houses participating in a pilot program. Some 178
the S4IG program identified key issues such as employees received skills training and 41 owner,
poor accommodation quality and services, lack managers received coaching assistance. The
of industry skills, low performance and resilience impact of coaching and skills training has improved
of enterprises, difficulties in recruiting qualified revenue in enterprises enabling 105 additional
personnel, lack of marketing and limited support people employed (76 male and 29 female) in the
from private and Government agencies supporting sector. This is equivalent to 74.3 Full time Equivalent
visitor accommodation in the 4 Districts supported (FTE) jobs. 11 Guest houses have also expanded
by the S4IG Program. their business into new ventures such as food and
beverage services, travel organization and direct
S4IG has designed and implemented innovative booking in accommodation.
and flexible training models to develop the skills
of the owner/ managers and employees of the S4IG also introduced a flexible workplace learning
accommodation enterprises most prominent in the package that supports improvement to skills
East of Sri Lanka. S4IG piloted a blended approach in six basic occupations in the accommodation
of executive coaching for owner/ managers and sector. Owner/Manager/Senior employees were
revelant training for employees to develop the trained to become workplace trainers endorsed
businesses and improve the quality of services by industry to deliver training to other employees
they deliver. Training was delivered in a flexible way with the skills acquired assessed by an industry
to enable existing workers to undertake training in endorsed team of assessors attached to Federation
the workplace or through short workshops. This of Chamber of Commerce and Industries in Sri
blended approach includes 15 skills development Lanka (FCCiSL). As of August 2019, 37 mentors, 249
trainings/ workshops that consists of exposure workplace trainers and 164 employees have been
visits and skill training in housekeeping, food and trained.Yuhibuhi Forest Resort in Pullumalai, Batticaloa
has undergone a total makeover. Despite offering
several outdoor activities such as fishing, hiking and
A total an outdoor swimming pool, the Yuhibuhi Forest
Resort lacked many other amenities to attract
make over! local and international visitors. Other drawbacks
included a staff cadre that was not diverse and
skillful enough to ensure the smooth running of
the resort, absence of facilities for the differently
abled, and security fencing of the property.
Following the coaching and training sessions
offered by S4IG through the Master Class for Guest
10plan he has developed with assistance from a
business coach.
From setting-up a low-cost changing room by
the swimming pool, to categorizing the rooms
into home stay, luxury clay house and tree house,
Mr. Niroshan has provided options for his guests
to suit different budgets and visitor experiences.
He is also installing a waste recycling system and
enlarged the kitchen and dining area to ensure
better hygiene and food storage practices. His idea
of including a tree house came from his belief that
“every property must have a story to tell,” which has
already proved to be very popular with guests. With
a desire to give his guests a great hospitality and
wellness experience, Niroshan has also introduced
Ayurvedic treatment and massages. And he also
facilitates tours and has linked with local activities
to provide a range of activities for his guests to
experience.
Where earlier the six staff members were all able-
bodied persons, the cadre has been expanded
to include four differently abled employees and
a female staff member. The addition of ramps
to two of the rooms has helped the resort join
the “Disability Tourism” project. Mr Niroshan has
purposefully sought to immerse his business in the
local community and ensure this is reflected in his
services and in the profile of his staff. Inspired by
the transformation of this business, other hoteliers
and resort owners in the area are following suit.
They have noticed that, Yuhibuhi is now sought
after by both international and domestic visitors
House project (which is a blended approach of
eventhough the property is located in a remote
executive coaching for owner/ managers and skills
area of the Batticaloa district.
training for employees), the owner of Yuhibuhi
Mr. Niroshan was convinced that he could apply
Yuhibuhi has certainly come a long way from
his newly acquired knowledge and put his skills
a resort that offered basic amenities with low
to good use to improve resort and work towards
occupancy rates to one that boasts a variety of
transforming the resort to achieve a revised vision.
activities and leads similar enterprises in setting
Despite being new to the industry, Mr. Niroshan’s the standards. With a flourishing business in the
eagerness to learn and apply new thinking at hospitality industry, Mr. Niroshan is now looking
Yuhibuhi has made him a mentor, an assessor forward to adding more value to the industry by
and a trainer of workplace learning driving skills implementing many improvements to his forest
improvements toward a vision and improvement resort.
11There were many obstacles when trying to
implement the lessons learnt and guidance
provided during the coaching sessions. The
kitchen was small to undertake large food orders
Improved and at once, frequent staff turn over posed a further
challenge as did inconsistent service standards.
inclusive services in But Mr. Kumara didnt let these be a hindrance and
was able to overcome these barriers by making
Polonnaruwa changes to improve the business with the support
of his Manager Mr. Chamara. Both attended the
S4IG coaching and training sessions and were able
to develop and implement an improvement plan
for the business.
Wheelchair accessibility at Royal Nest is being
hailed as a milestone for the S4IG program, as it is
The improvements are a result of the S4IG Guest the only guest house, not only in Polonnaruwa but
House Master Class project which Royal Nest’s from amongst the other 35 guest houses located
owner Mr. Kumara embraced wholeheartedly. in Trincomalee, Ampara and Batticaloa to provide
this facility and market this service to families
Royal Nest was amongst twelve guesthouses in supporting persons with disabilities.
the Polonnaruwa district selected for development
interventions over a 10 month period. Royal Nest’s ability to think outside the box and
offer services not provided elsewhere has won
The excellent ratings and recognition for being the accolades not only from other guest houses but
only guest house in the area to offer wheelchair also from Polonnaruwa’s residents. In recognition
accessibility has placed Royal Nest at top of the line of their improvements and development, Royal
providing accommodation to locals and foreigners Nest was picked as the best guest house in the
in Polonnaruwa. Polonnaruwa cluster by S4IG .
Conveniently located close to all historic Basking in the recognition received through
monuments in the ancient kingdom of online travel agencies (OTA’s) and the profits
Polonnaruwa, Royal Nest is a modern 12 bedroom earned these past few months, Mr. Kumara has
family guesthouse. It has always received positive begun construction of six chalets and a swimming
feedback owing to the professional and friendly pool. He is developing the business and provides
service, air conditioned rooms, 24 hour guest confidence to others across the sector to think
services, transport and sight –seeing arrangements outside the box. He has become a role model for
and Wi-Fi facilities. the industry in Polonnaruwa and beyond.
12The positive outcome is a result of an S4IG’s pilot
Addressing gaps project which involves workplace-based skills
enhancement that helps employers address gaps
in skills paying off in basic skills and professionally develop skills that
improve services and quality in their enterprises.
already! The training teaches staff to work as a team rather
than as individuals and also perform different
roles within the establishment (multi-skilling),
so they are familiar with all the positions in their
workplace. The skills training is linked to improving
service standards, supporting improved customer
experiences and improving service efficiency at
the enterprise level.
Business owners of several selected food &
The program is a result of a partnership between
beverage and accommodation enterprises in the
S4IG, the Federation of Chambers of Commerce &
Ampara, Polonnaruwa, Trincomalee and Batticaloa
Industry Sri Lanka (FCCISL), and the Chambers of
districts are reaping the benefits of a program that
Commerce in the districts to identify and address
has improved the attitude and enhanced the skills
the gaps in skills in the tourism sector. The project
of their staff.
13chose 300 workplace-based trainers and 1200 In the long-term, it is expected that business
trainees from the four districts to pilot a workplace owners and public and private training providers
training package that supports enterprises to will adopt this innovative model across the tourism
address skills gaps, improve service standards and sector to address gaps in skills and to improve
quality and increase customer satisfaction levels. training delivery to enhance service standards.
Supporting industry and workplace to adopt
The model is designed to address enterprise needs workplace learning methods and to develop a
and adopts a flexible training methodology. The workforce development culture is a significant
training is designed to add value and upskill change to existing systems which do not promote
the existing skills and knowledge of staff and workplace learning and demonstration of skills to
to transform their ability to perform multiple industry standards.
skills required to improve visitor experiences in
the enterprises. Another interesting feature is
that employers are able to manage the training The flexible learning method
according to their convenience and enterprise
allows us to train our employees
requirements. Staff already employed in guest
houses, villas, hotels, boutiques and restaurants at our own pace as per the need.
receive training to improve their skills benchmark The additional support we receive
to the occupational requirements and standards
set by employers and industry associations. from the District Chambers
The training package includes videos and other through regular assessments
training manuals which reinforce basic skills and
2 to 3 times a month, guides
key competencies. The materials are self paced and
can be viewed and used by employees anytime. us to maintain our standards.
They have been prepared in multiple languages to As a result, employees see
ensure they are easy to understand, absorb and
use in the workplace. the importance of upscaling
their skills as well as validating
The training is delivered by owners/managers
their existing knowledge in
themselves or by their appointed workplace
trainers. The level of interest by staff is high the industry. The processes are
with skills being assessed in the workplace and standardized since its industry
recognized by industry. A notable feature in this
model is the close partnership each of the District driven and the chamber is
Chambers develops with the various enterprises to implementing it. The fact that this
identify key activities and outcomes and ensuring
training is equivalent to Pearson
the delivery of quality training. The District
Chambers provide advisor to assist the building certification goes a long way with
of enterprise capacity and act as governing the employees.
bodies in the implementation and maintenance
of service standards and quality across the tourist
industry. Industry assesses and certifies skills giving Mr. Munaz, Manager of Star Dust
employers and the workforce confidence that the Hotel - Arugambay
skills are valued and relevant to the workplace and Basic Skills Participant
improved employment in the sector.
14Arugambay United Surf Club
Food and Beverage 02
Food and beverage is a key area that is constantly Another exciting model implemented by S4IG is
evolving in the tourism industry and needs the Supreme Chef reality TV cooking competition.
continuous improvement and development so it S4IG designed and implemented this program to
can provide hygienic, quality and variety of foods create opportunities for aspiring amateur chefs
to travelers while also promoting local culinary in the region and to create a pool of skilled cooks
delights. To address the skills gaps in food and that benefit the hospitality industry by joining
beverage services in the tourism value chain, S4IG the workforce. This model showed an alternative
introduced various models. pathway to join the tourism industry. Over 600
competitors enrolled in the program with the
The REACT model includes a social marketing and final 20 contestants undergoing master classes
recruitment component to improve awareness conducted by leading chefs from the Chef’s Guilds
and encourage people to engage in the tourism Association and completed the NVQ-IV course in
industry. These agencies then develop training Cookery. S4IG developed additional training to
plans linked with employment outcomes across enhance skills which was validated by industry
the tourism value chain. These special agencies and the Chef Guilds to prepare people to work
increase the supply of a skilled workforce by in kitchens and provide high quality, unique and
matching interest, with skills and labour market authentic signature dishes reflecting Sri Lankan
needs to address skills shortages and demand ingredients and diversity.
across the industry. 356 people (248 male, 108 S4IG also developed a tourism industry oriented
female which includes 28 persons with disabilities Bakery Skills Development course in NVQ-III
(PWD) completed their skill training in cookery, level and piloted this in Trincomalee district. 73
bakery, waitress & stewards (kitchen operations). individuals completed this training. 28 participants
Industry relevant training is provided in partnership already employed in the hotels and restaurants
with enterprises that involve workplace training while 6 trainees have opened small businesses that
and assessment. supplies bakery products to the hotels.her life partner, Sri Kanthan, who had helped her in
many ways and overlooked the fact that she was
an amputee. Despite lots of opposition, they got
married and Lalitha stopped working in order to
concentrate on family life.
When a social worker had informed her about the
Supreme Chef competition auditions at the East
Lagoon Hotel in Batticaloa, she felt encouraged,
as the competition was open to the differently
abled. The Supreme Chef competition was an
S4IG initiative to not only improve standards
in the tourism industry but also to introduce
income generation projects to local communities
irrespective of their situation in life or any specific
disability.
During the audition, Lalitha had explained her
method of preparing cuttle- fish curry, and was
jubilant to be chosen for further training in
Colombo. The thought of having to leave her
children and husband behind while she travelled
to Colombo for training was daunting. Never one
to discourage his wife, Sri Kanthan persuaded her
No disability to take the training, pointing out that he could look
too great! after the kids for the duration of her absence, once
trained, Lalitha would be able to contribute to the
family income through employment.
Building on S4IG’s approach towards inclusive
growth, Lalitha’s is a story of perseverance, of
overcoming not only material challenges but
physical situations too. She is indeed a great
Lalitha was never interested in cooking as a young example to all those who are discouraged from
girl, though she was forced to cook when she got looking at life positively when faced with problems.
married. Life as a child had not been easy for Lalitha
Srikanthan. Unable to cope with the financial She was eliminated from the competition in the
burden of sustaining a family of six, her mother final rounds achieving 6th place, but she continued
left for work in the Middle East. Despite all that she onward to complete the NVQ 4 level in commercial
managed to study up to 10th standard. The thirty cookery course and upscaled her skills in order to
year ethnic conflict took it’s toll on the family. They become the chef she aspires to be and as a first step
had been displaced many times. Lalitha had one towards achieving this she has started working at
leg amputated just above the knee during the war. Shakti Vani Ayu in Kalkudah to fulfill her goal
At the age of 24, she obtained employment in a
local organization. While working there Lalitha met
18From housewife
to Demi Chef
Melonika Diana grew up lacking the security of a
stable home, as her parents had separated. She
had lived in different households as a child, and
all Melonika desperately longed for as an adult
was a stable life and to dabble in her interest in
cooking delicious dishes for her family. So, when
her husband Kokila, who is employed as a driver
at a Local Government office in Polonnaruwa
encouraged her to participate in the auditions for
the Supreme Chef competition, she did so with
month in Australia, training under renowned
much anticipation.
Australian chef of Sri Lankan origin, Peter Kuruvita
The young mother of two little boys never dreamt at Noosa Beach house, Queensland. Her internship
her passion for cooking would take her to such there included managing a kitchen, commercial
great heights, that she would end up not only being cooking, banqueting and baking. She also had the
recognized for her skills but also being singled opportunity to teach her colleagues the techniques
out for employment at a prestigious restaurant in of preparing flavorful Sri Lankan curries.
Colombo.
Melonika now works as a Demi Chef, at the Tea
There were many challenges she had to overcome Lounge, located in Shangri la Mall, Colombo,
to take part in the competition organized by S4IG where she works with a team of 18 chefs in the
to boost the tourism industry. She had to leave her Dilmah Group. She continues to learn more about
two young boys in the care of her husband for the the culinary arts and continues to hone her skills.
three-month duration of the competition. Added
to that, she has never been inside a commercial I hope my story would be an
kitchen and had to try out her cooking skills in a
unfamiliar working environment. Determined to encouragement to other young
get things right and be a star performer, she gave women on dispelling culture and
it all, so much so, that she was able to overcome
the many challenges she faced as the competition social barriers. By making use of
progressed. Her work ethic and attitude did not go the available opportunities you
unnoticed by the competition’s judges either.
can go to greater heights and
Melonika Diana was only focused on making full
follow your dreams. Believe in
use of an opportunity to improve her culinary
skills, she was pleasantly surprised to be named a yourself.
finalist. But it was only when she emerged as the
winner of the competition that things changed Melonika
for her. As part of the prize, she got to spend a
19That’s when he heard about the S4IG and their
“Skills development to become bakers for food
preparation in the tourism industry” project. He
lost no time in obtaining leave from his employer
to follow the 48-day theory and practical training
that was conducted by some of the leading bakers
in the country.
The training was not just about baking, but a
broad course which included sourcing for good
ingredients, costing and other practical aspects
that would help trainees become fully-fledged
chefs with a specialization in cake making.
Closer to the end of his training he began
posting photos of his cakes on social media. That
caught the attention of the Coconut Beach Hotel
management. Impressed by his creations, the
Hotel offered him the post of Head of the Bakery
section, and Sassly accepted right away.
Sassly’s enthusiasm has caught on. Not only has he
set the bar high for baking standards in the district,
Baking his way inspired by his work, other hotels too have begun
investing in quality baking methods. Thus, the S4IG
to success initiative to promote quality and high standards
in uplifting the tourism industry has paid off.
Sassly is now regarded as the trail blazer who has
introduced quality baking to the district.
I want to be a role model in my
Mohamed Sassly who hails from the Trincomalee community. I want to teach
District in Eastern Sri Lanka was very clear about his
career choice; he planned to become a great baker,
youth, the importance of skills
inspired by his brother who is a Chef de Partie, training in order to excel in
employed at a hotel in the Middle East. one’s chosen trade. I want
Sassly’s first job in the hotel industry was at to encourage them to learn
Amaranthe Bay - Trincomalee, where he worked constantly and build careers. I
in the kitchen as a trainee cook for three years. His
am very happy doing
passion, however, was to master the art of baking
and creating beautiful cakes. He turned to Youtube what I am passionate about,
tutorials to learn the basics of baking and tried that is being able to create
his hand at making a variety of delectable treats.
beautiful cakes daily.
However, he yearned for formal training as a baker,
though such opportunities were almost non-
Sassly
existent in Trincomalee.
20– Batticaloa. She was skeptical about the training
opportunities and employment in the Tourism
Industry. For one, she was worried about going
back to a classroom at her age, and the stigma
that is usually associated with women working in
hotels. There was also the issue of having to leave
her kids alone while in training or in employment
downstream.
Fr. Hrudayaraju Director of MTI stepped in to help
with childcare, arranging for a place close to her
training. He also helped get her flexible training
hours so she could balance her family life and
schooling, and, with support from the training
institute and her co- trainees, Jasmin successfully
completed the NVQ level 4 course.
Having overcome her fears about being too old
for schooling, Jasmin looks forward to taking more
training so she could become a fully-fledged
chef. She now knows that age or background is
no impediment to reaching for the stars, and also
knows that hotels are safe work places for women.
Age, No Barrier to
Reach for the Stars! I find it inspiring that skills
trainings such as these can be
flexible to the situation and
special needs of trainees such
as myself. Today, I am earning a
monthly income of Rs. 25,000
Aruna Jasmine’s childhood had been one of
working as a assistant cook at the
hardship, she had given up school and at 19 she
married, hoping that her married life would be East Lagoon Hotel – Batticaloa
better than her childhood experiences. But that
and able to take care of my family.
was never to be. After 12 years of marriage her
husband left her and 2 kids for another woman. I am grateful for the chance that
She had no option but to start working in order
I got through S4IG to empower
to look after herself and her children and she tried myself and I plan to encourage
her hand at various jobs including sewing, but
that income was hardly enough to meet the basic
other women also who are in
needs of her family. similar situation as myself.
She was almost at the end of her tether, when she
got to know about the NVQ – 4 course in Cookery Aruna
supportes by S4IG through Miani Technical Institute
21No one is left out
For the hearing and speech impaired, learning a
trade could be a daunting task, so much so, that
their employment opportunities range from being
limited to non-existent.
But, with Skills for Inclusive Growth, (S4IG)
designing programmes that do not exclude
anyone, employment opportunities are opening
up for the differently abled. S4IG’s goal is to
introduce innovative skills development models
that would add value to the tourism industry
and create sustainable and gainful employment
outcomes for people.
With the training under his belt, Ilhas sought and
One beneficiary of the S4IG programme is 17 found employment at the Green Ocean Bay resort.
year old Mohamed Ilhas, who is hearing and The owner had misgivings about Ilhas’s ability to
speech impaired. He hails from a farming family interact with guests, but he realized that Ilhas was
in Arugambay. Four of his five member family are very eager to work, and decided to give him a
afflicted by the same impairment as Ilhas, and chance. Ilhas was hired as an assistant cook and a
are challenged in completing their education housekeeper for Rs. 15,000 a month.
and obtaining employment. The family has so
far existed on their father’s meagre earnings as a The owners gamble has paid off. Ilhas has proved
farmer. his worth. He is diligent in completing the work
assigned to him and also interacts with staff and
Ilhas has had an abiding interest in tourism, as guests well. Not only is Ilhas a conscientious
it is the main livelihood for most residents of employee, he is not shy to share his ideas for
Arugambay. His passion, however, is cooking. On development with the owner.
learning about the international
Wanting to make his workplace as welcoming as
cookery course being offered, through S4IG, he was possible for Ilhas, Green Ocean Bay’s owner has
excited but also anxious that his disabilities would started learning sign language.
pose problems in a formal learning environment.
He was pleasantly surprised, however, to find out Ilhas has proved that despite a disability he could
that the course could be adapted to be taught do his job as well as any other. For his part, the
through video, and by visually following the owner has decided to hire more differently abled
instructions he was able to successfully complete persons, now that he knows that a disability is not
the course in three months. an impediment in getting a job done.
22back, when she heard about the S4IG-led bakery
training. Nothing could dampen her excitement of
becoming a proficient cake baker, not her disability
An inspiration to all or the 12 kilometers she had to travel to get to the
training venue.
The training opened her up to the many methods
of preparing baked goods such as cakes, buns, and
pastries. On completion of her six months training,
she was recruited by Jayantha Bake House in the
city of Polonnaruwa.
With just a left-hand to work in the kitchen, it’s not
Hailing from Hinkurangoda in the Polonnaruwa
an easy job. There are times when she is challenged
District, Sanjana learnt early in life to adjust to her
from carrying heavy trays to the oven or balancing
circumstances: whether it was being moved from
the ingredients. But Sanjana has a great group of
home to home or using her left hand in the absence
colleagues who help her get through the work.
of the right. Medical negligence cost her, her right
hand as a child. She grew up with various relatives, Sanjana is a determined dreamer; that someday
having been orphaned at a young age. Yet 21 year she would be owning her own bakery. She sees
old Sanjana displays spirit and determination that herself providing quality cakes and baked goods to
most of us lack! local residents and visitors.
On completion of her ordinary level studies, Sanjana With her energetic drive, Sanjana has dispelled
decided to look for employment, preferably as the myth that a disability is an excuse or barrier to
a baker of cakes. Colourful baked items had gainful employment and has demonstrated that
always fascinated her. So there was no turning one can always reach one’s full potential.
23Building on Tourism Assets 03
Ampara, Batticaloa, Trincomalee and Polonnaruwa support from the local communities as it helps
have not been promoted as tourism destinations them in sustaining themselves economically and
in Sri Lanka. Not many people know about the developing their destination for tourists.
uniqueness of each of these districts and the
natural attractions these districts boast of. Building Tourisum assts also promotes the local
area and enables many attractions and activities
S4IG saw the need to promote these destinations to be linked showcasing the many attractions and
to encourage increased visitor traffic to the region traditions to visitors. Batticaloa and Polonnaruwa
and implemented destination support projects to districts are leaing this approach and have started
strengthen the local tourism industry. to implement community-based tourism projects
around their local assets to attract domestic and
In Arugambay, 3 surf clubs (2 Men and 1 Women)
international visitors.
were formed to train and certify 38 Surf instructors
including 10 Females by the International Surfing
This integration of the rich variety and diversity of
Association (ISA). This initiative helped to bridge
natural and cultural assets is proving to be a means
the gap of not having internationally certified
towards optimizing cumulative benefits for the
surfing coaches and standardize the pricing
community which more traditional approaches
structure of surf lessons in Arugambay area and
promote it as the preferred destination for surfing to tourism development have ignored. This
in Sri Lanka. Additional training also focuses on enables communities to explore opportunities
developing the communication skills, safety and that tourism can bring and create sustainable
first aid as well as swimming skills of these aspiring income generation avenues and local economic
surfing coaches. Classes are being conducted to benefits to local communities. Models such as
develop language skills in German, English and these are proving that there is potential for income
Russian to enable better communication with the generation using local resources and networks. You
international visitors that frequent the Arugambay don’t need to go out of your districts to generate
region. Initiatives such these receive much income to support your family.There is more to Batticaloa and Ampara Districts
than sun, sea and sand, though its many natural,
cultural and historic attractions are yet to be
Developing developed to their fullest potential.
community traditions Addressing this gap S4IG has commissioned
Sevalanka, a non - governmental organization
as tourist attractions that focusses on development projects to launch
several initiatives that would showcase the many
attractions Batticaloa and Ampara has to offer to
both locals and foreigners alike, and simultaneously
help area residents improve their earning potential.
Batticaloa is one of the most picturesque districts
in the island and is well known for its beautiful
26lagoons, long beach, flora, wildlife, and historical many villages actively keeping alive their customs,
sites. Ampara is diverse with multi ethnic population beliefs, norms and life styles. Through maintaining a
and home to Arugambay which is world famous careful and respectful balance this project enables
for its surfing points. tourists to come face to face and experience how
these communities live while also contributing to
However, institutional and market failures, skill gaps their financial upliftment – a purposeful tourism.
and labour shortages, have undermined regional Access and infrastructure currently constrain
development efforts. Current tourism promotions development limiting the number of visitors
focus on emerging sea-side destinations of coming East. But local stakeholders are working
Pasikudah, Kalkuda and Arugambay . District towards creating a number of high value activities
government and local industry note that improved and experiences to entice visitors that do make the
development requires the inland attractions such journey to stay and enjoy a unique and satisfying
visit creating many memorable experiences.
as the natural, cultural and religious sites to be
developed and promoted for Batticaloa to find its The development plan includes training Event
place on the tourism map. The development of the Managers (leaders) and Tour Activity groups made
Batticaloa Fort, the celebration of cultural events up of local people to design and present each of
and ceremonies, the rich lagoon and cultural their products and activities. The plan also identifies
diverse lifestyles could make Batticaloa one of the the skills necessary to interact with tourists and
best and most interesting tourist destinations in delivers training that addresses needs, provides
the country. study exposure visits and engages with activity
experts to improve skills and service standards.
Under the Sevalanka project 38 tours have
been identified for development from which 15 While the activities will be registered at the
have been selected to trial with S4IG assistance; divisional level and related government entities,
canoeing and tank fishing, forest tours, sample many successful hotels and guesthouses have
hunting, honey collection, Koothu, touring the already indicated their eagerness to link up with
Lagoon by canoe, rock climbing, promoting the activities and events to develop their own
cottage industries for smoked and dry fish and businesses and encourage tourists to stay longer.
experiencing snake charming, performances by It is through these linkages that encourage
monkeys, sufism, handloom production and local communities to work together to address each
cuisine. others needs and support economic growth
through tourism development.
Urbanization is yet to invade the many traditional
communities living in Batticaloa and Ampara with
27Shifting the paradigms in the surfing industry in Sri Lanka … 28
In Arugambay, Eastern Sri Lanka, a group of to receive bookings from tour companies. The
courageous women have broken down the barriers training also provides for safety in the water skills,
to a male dominated stronghold. Not only have life saving and swimming which are necessary to
they taken up surfing as a form of employment, support tourists that may be attempting to ride
they have also formed the country’s first all-women waves for the first time.
surf club, “The Arugambay Girls Surf Club” which
was registered in late 2018 through the Surfing The Girl’s Surf Club is busy working with the other
Federation of Sri Lanka. two clubs in the area to strengthen the tourism
industry, by improving standards and creating
The group of 17 women, all from the Arugambay positive change. There have developed a web site
area, is led by its proud President Shamali Sanjaya, a and are active in promoting their business services.
thirty-year-old mother. In her role as President, she They believe that these would add value to the
conducts group meetings and organizes beach business of surfing and generate good incomes for
clean-ups and surfing trips for the women. The those that deliver quality services.
Club will support the women with bookings and
marketing for surf lessons and ensure standards of They have also proved that there is no barrier
safety and care are maintained at all times. they could overcome. Moreover, they have ably
demonstrated that inclusive practices and different
Despite having a natural talent for the sport, it was entities working together can lead the change in
not easy breaking in, as Sri Lankans don’t consider any industry.
surfing an occupation for women or even as an
income generating activity. While they have no
issues with foreign women surfing, local married Just eight years ago when I first
women are expected to stay at home and look
learned to surf, I was the only
after their husbands and children. There are simply
more important things to be doing than spending woman in the line-up. Now we
time with a recreational past time. have more young girls joining
Now all that is changing, and the villagers have despite their family background or
come to accept women surfers and opportunities ethnicity. We have not neglected
for higher incomes. With the registration of their
our family duties just because we
surf club, these women have been able to create
job opportunities for themselves and add to the are working now. We are lucky to
family income, by teaching surfing to tourists. have supportive husbands who
They are part of a programme conducted by S4IG help us around with the house
to provide International Surfing Association (ISA) chores and looking after the kids
certification to 10 women surfing instructors. Being
while we surf.
ISA certified means that the quality and standard
of instruction the women provide are accepted
internationally, without which they would find Shyamali
it difficult to offer their services to tourists or
29Leisure/ Excursion/ Tours 04
Even though there are increasing numbers of jobs to be created as well as extension renovations
travelers visiting the Eastern region, they don’t stay to business premises.
for longer periods because of the lack of activities
and services that encourage prolonged stays. Studies by S4IG revealed a scarcity of local
tour guides and tour activities in the East and
Several innovative interventions were Polonnaruwa. S4IG, with industry partners and
implemented by S4IG to add more value to the government regulatory agencies are addressing
existing services and product offerings available this gap and have trained 10 people to become
in the S4IG supported 4 districts of Ampara, registered tour guides in Polonnaruwa. S4IG
Batticaloa, Polonnaruwa and Trincomolee. also identified 20 Tuk Tuk drivers in Arugambay,
in consultation with SLTDA who are now being
Projects that Improve beauty therapy and wellness
trained to become local tour guides and coached
services in the Tourism and Hospitality industry
to improve their business and revenues. At the
have been undertaken in which 35 beauty salons
completion of this project they will become Tuk
have improved their businesses to support tourists
with a broader range of products and services - spa Tuk Tour Guides.
facilities, skins treatments, foot and nail services
The training provided by S4IG will develop and
and massage. 71 women comprising owners of
the salons and their senior employees received improve skills to provide visitors with a local area
trainings on Beauty, Hair and Skin Therapy. The tour experience and promote the local features
owners of the salon were specifically given and activities available within the destination. The
coaching on running their businesses effectively certification they receive when they complete the
and as a result 32 additional people were employed training and demonstrate the skills will help to
which is equivalent to 18.1 Full time Equivalent improve recognition, build a professional network
(FTE) jobs. Salons are now offering extended hours of next generation tour guides who are tech savvy
of operation and services sought after by tourists and knowledgeable about their local 00 history,
which are increasing revenues that enable new resources and assets around them.Selected from the Ampara, Batticaloa, Trincomalee
and Polonnaruwa areas, these salon owners have
been learning the art of expanding their services
and catering to wider and diverse clientele through
S4IG’s improving beauty therapy services in
Improved standards tourism and hospitality industry project. Thirty nine
women salon owners are the lucky beneficiaries
mean better earnings who are being coached to improve their services,
increase their revenue and provide services to
tourist visitors.
This project, aimed at boosting the tourism
industry, uses a blended approach of coaching,
training and exposure visits. While owners and
managers are coached, employees and assistants
are given training and both categories receive
32through social media and other e-tourism
techniques. Salons are being matched with local
accommodation providers to generate improved
bookings and encourage visitors to stay for longer
periods of time.
Until S4IG intervened, locals involved in the beauty
industry had focused only on providing services to
those in their local neighborhoods, not realizing
the potential of tapping into the tourist industry
and increasing their income levels. They have
come to realize that tourists are willing to frequent
their places should they offer quality products
and services and deliver services at tourist friendly
times (in the evening)
Enthusiasm to improve their services has caught
the imagination of the salon owners who are
even spending hundreds of thousands of their
own money to expand business premises and
services, purchase salon equipment and branded
cosmetology products and to offer standardized
services and rates. This means providing quality
services to tourists and creating jobs for local
people.
““This training has helped us
to work smarter. We are able
to finish a 30-minute job in 10
minutes because we are now
exposure visits to experience good service and
practice available in Colombo for tourists. more skilled. Learning English has
allowed us to be more confident
The aim of coaching and training is to encourage
the salons to improve and offer a wider range of in talking to our foreign clients
services that caters to both locals and foreigners. and we are able to be smarter
This means that the salons are not limited to facials,
bridal makeup, haircuts and other basic services,
in our planning as we are more
but include manicures, pedicures, head massages, knowledgeable on pricing for our
foot spa and waxing.
services which in turn allows us to
The staff are also trained to converse in English, generate more income.”
so they are better able to explain their products
and services and use technical terms associated Sinduja
with the beauty industry to foreigners. They are Sanci Beauty Parlour - Passikudah
also learning the art of promoting their businesses
33What good does it do to boast of a great history, one
Instilling that has been declared a heritage site by UNESCO
at that, if it is not showcased appropriately?
professionalism Despite being home to such wonders, the one
in Tour Guides thing Polonnaruwa lacks is professionally trained
tour guides. Most tourists who visit this city are
well read, and have a deep interest about its
history and stories connected to the archeological
sites. Even though there are many offering to
show the tourists around, their lack of knowledge
about the great monuments and architectural
wonders, poor professionalism and not having a
The ancient city of Polonnaruwa, was Sri Lanka’s license to conduct tours, has always been a draw
second largest kingdom and is home to the best back in promoting Polonnaruwa as a great tourist
preserved relic sites in the country. Its world destination.
famous lake, built in 1200 A.C and known as the
Parakrama Samudraya, the Lankathilaka Viharaya Currently however, there is little interest amongst
and the monumental stone Buddha statue draw the younger generation in becoming tour guides.
many tourists, mainly those from India, Japan and Identifying this gap, Skills for Inclusive Growth
the West. The ruins of a Buddhist temple in the city (S4IG) has stepped in to Up-skill the existing tour
was one of the locations for Duran Duran’s “Save a guides and to also attract more youth to take up
Prayer” music video in 1982. the profession.
34Working with the REACT Agency, Ruwan Reka S4IG hospitality, Buddhism, local cuisine, Ayurveda
introduced a 3 month training programme aimed and ancient health and cultural practices. As well,
at filling this void. the tour guides will be taught professional ethics
and practices and communication skills to ensure
The programme is tailored to educate participants
tourist visitor interests and needs are understood
on a wide range of topics, including history,
and addressed well.
““ I got to know more about could join the tourism industry to
how the tourism industry become the next generation of tour
works, the value of providing guides in Polonnaruwa. By roping
quality service and the use of in local communities to protect our
social media to promote myself as resources and heritage, the visitors
a tour guide through this training. will be guaranteed an authentic
Currently I am building a network experience.
of youth who are interested in
becoming tour guides so they Ruchika Happuarachchi
35Support Services 05
Support services play a vital role in the hospitality safety and hygiene services, Multi skilled craftsmen
industry though they are not seen as a central and women, Cashier, e-marketing amongst others.
element in the value chain. Support services
directly contribute to the accommodation, food To improve industry perceptions and address
and beverage areas ensuring transport, logistics, barriers related to working in the Tourism industry,
customer care are available. an inclusive tourism social marketing strategy
was developed and implemented to increase
Over 366 youths were trained in these supportive participation of communities in the Tourism
services under this category in areas such as Travel, industry. Over 5641 individuals in 4 S4IG operations
Tourism & Hospitality Management, Marketing, Life districts showed interest in joining the industry.
guard, Refrigerator & A/C Technician, Computerized Some of these have progressed to undertaking
operations and IT services, Office administration, industry relevant training and some are now
Accounts, Landscaping, Waste management, gainfully employed in the tourism value chain.The Committee’s other task is to strengthen
coordination between all stakeholders in the TVET
TVET gets a boost in industry; the Government, the Department of
Technical Education and Training (DTET), National
Batticaloa Apprentice and Industrial Training Authority
(NAITA), Vocational Training Authority (VTA), and the
Ceylon German Technical Training Institute (CGTTI).
Collaboration amongst interested stakeholders
ensures that the TVET system provides innovative
and flexible programmes that could be adapted to
meet the needs of the tourism industry.
Through timely intervention and lobbying from
The Skills for Inclusive Growth – Batticaloa project S4IG in Batticaloa district, not only private training
office, has been successful in its campaign in getting providers are now part of these very important
the private sector, the district Chamber of Commerce meetings, but the district chambers and associations
and other stakeholders into the District Coordination also play a key role now. This kind of innovative and
Committee (DCC). flexible collaborations allow the TVET systems to be
more innovative and adaptable to the needs of the
Prior to S4IG’s involvement, the committee had
tourism industry.
comprised of only government agencies, thus
creating a monopoly that left out the private sector. It By working with all the major players in the industry
had resulted in area youth being deprived of quality this system ensures that quality skills training are
skills development, which is primarily provided by implemented to address the current industry needs
private sector training groups. and cater accordingly to their development plans.
This is already improving employment opportunities
The Committee’s main role is to develop and introduce for trainees in Batticaloa.
career guidance and social marketing initiatives that
would encourage youth to obtain skills training and Inspired by the Batticaloa experience, S4IG branches
to be job ready. This goal is achieved by setting up in Trincomalee, Polonnaruwa and Ampara are
career guidance programmes and technical support also working with their DCC’s to bring on board
in schools in the area and being the link that connects all stakeholders necessary to promote skills
with the industrial sector to promote and develop development amongst potential job seekers as well
Technical & Vocational Education Training (TVET) in as improve the quality and service standards of TVET
the district. in their areas.
38young people in the east of Sri Lanka. MTI strive to
Aligning skills continuously improve their skills, knowledge and
approach towards meeting the ever-expanding
development with demand of the tourism industry.
industry standards… S4IG research found that demand for skills is
high and that employers are expecting students/
trainees to complete NVQ 4 level training in
cookery and bakery skills rather than induction
level training at NVQ 2 or 3 level, which is widely
available in training providers. In order to address
employer expectations and requirements, MTI
upgraded the culinary training facility with
An important objective of a skills development industrial kitchen equipment required to deliver to
process is to align vocational education and industry and TVEC standards. With the support of
training with the skills demand and employment the Government of Australia, through the Skills for
opportunities in the labor market. Miani Technical Inclusive Growth Program (S4IG), MTI was able to
Institute (MTI) in Thannamunai, Batticaloa is design a functional kitchen and training facility and
working to provide quality training that matches then procure and fit the new equipment to ensure
industry requirements to industry standards for high quality skills can be developed.
39This new learning kitchen with industrial culinary MTI hired a diverse group of trainers experienced
equipment is not only going to benefit the existing in theory and industrial experience. They require
trainees of S4IG, but will benefit the East of Sri experts that have not only worked with industry
Lanka as this is the first training kitchen accredited associations and employers but can also integrate
and able to deliver NVQ 4 and 5 training. Under life skills, gender awareness, quality management,
the S4IG project “Enhancing Employability Skills in health, safety, language and communication skills
Tourism & Hospitality Industry for Disadvantaged into the technical training.
Young People”, MTI is training 240 students for
employment across the tourism industry in the This model now serves as a good example of what is
East of Sri Lanka. required to achieve enterprise- TVET collaboration:
understanding market needs, developing a joint
This initiative to upgrade and upskill training to training program between the association and
industry standards builds upon the MTI’s primary the training provider, and improving it based on
goal to give opportunities to disadvantaged lessons learned through implementation.
youth and persons with disabilities to learn a trade
and create their own identity through gainful MTI is now a role model for other training providers.
employment. As of May 2019, MTI has trained over 120 students
and 38 placed in gainful employment already.
The Director of MTI was quick to acknowledge The MTI has taken much effort and time for this
that students/trainees needed to study in an initiative - which benefits trainees, enterprises and
environment where they feel they are being trained the broader community and is showing real signs
in a professional, industry relevant environment, of uplifting TVET standards, image and quality over
time. The East needs role models and MTI is leading
which prepares them for gainful employment.
the pack.
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