By: Staff Writer
February 25, Colombo (LNW): Sri Lanka’s government has outlined an ambitious plan for the country’s tourism industry, targeting over 2.5 million visitors in 2025. With a budget allocation of Rs. 500 million, key focus areas include infrastructure development, promotional campaigns, and the adoption of a digital ticketing system to enhance the visitor experience.
To meet this ambitious goal, Sri Lanka needs to ensure a seamless and comfortable experience for both local and international tourists. Expanding tourism beyond well-known destinations is crucial.
To achieve this, the government aims to promote lesser-known historical and cultural sites such as Anuradhapura, Yapahuwa, and Jaffna. By branding these locations as unique travel destinations, authorities hope to encourage tourists to explore more diverse regions, thereby distributing the benefits of tourism across the country.
A significant step in modernizing the tourism sector is the introduction of digital travel tickets and entry passes. This shift is designed to simplify the tourist experience and streamline entry to attractions. However, challenges remain, as fraudulent activities and illegal profiteering have emerged within the system. While some offenders have been arrested, authorities need to take stricter measures to eliminate such practices entirely and ensure a secure and transparent system for travelers.
Despite these challenges, Sri Lanka’s tourism industry is experiencing strong momentum in 2025. In just the first 20 days of February, the country welcomed 175,436 tourists, marking a 15% increase compared to the same period in 2024. The year-to-date (YTD) total now stands at 428,197 arrivals, representing a 19% year-on-year (YoY) growth.
Breaking down February’s figures, the first week saw 61,667 arrivals, followed by 63,164 in the second week, and 50,605 tourists between February 15 and 20. To achieve the month’s target of 310,937 visitors, an additional 135,501 tourists need to arrive within the remaining eight days, requiring an average daily influx of 16,938 travelers.
Tourism data highlights a positive trend, with daily arrivals rising from an average of 7,644 in early February 2024 to 8,772 in the same period in 2025. This also represents an 8% month-on-month growth from January’s average of 8,153 daily arrivals.
India remains the top source market for Sri Lanka, with a YTD total of 68,668 visitors. Russia follows with 56,376 tourists, while the United Kingdom, Germany, and France contribute 40,515, 12,393, and 11,187 arrivals, respectively. In February alone, India sent 25,293 visitors, Russia 22,280, and the UK 18,785.
Industry experts remain optimistic about surpassing the 2.5 million target and potentially reaching 3 million visitors, generating over $5 billion in revenue for 2025. They attribute this confidence to ongoing strategic marketing, enhanced infrastructure, improved airline connectivity, and heightened safety measures.
In 2024, Sri Lanka recorded 2.05 million arrivals, generating over $3.2 billion in tourism revenue—a 52.38% YoY increase. To sustain this growth, the government must invest in promoting Sri Lanka as a premier travel destination while addressing grassroots-level challenges.
A well-implemented digital ticketing system can significantly enhance the efficiency and security of Sri Lanka’s tourism industry. By allowing visitors to book entry tickets in advance, the system can reduce waiting times, minimize overcrowding, and offer valuable insights into visitor patterns. These insights will help authorities plan infrastructure improvements, refine marketing strategies, and manage cultural and natural heritage sites more effectively.
While these initiatives mark a strong start, long-term success will depend on continued investment, strategic planning, and a firm crackdown on fraudulent activities within the industry. If Sri Lanka remains committed to enhancing its tourism sector, the country is well-positioned to achieve its ambitious 2025 targets and establish itself as a leading travel destination.
