By: Staff Writer
March 11, Colombo (LNW): The tourism sector in Sri Lanka is experiencing a remarkable revival, with visitor numbers soaring compared to the previous year.
This resurgence presents an excellent opportunity for the nation’s economy, but it also poses significant challenges in maintaining steady growth and ensuring long-term sustainability.
Industry leaders emphasize that while the increase in tourist arrivals is promising, it is crucial to implement effective global promotional strategies to solidify Sri Lanka’s position as a top travel destination.
Without such targeted campaigns, sustaining the current momentum and attracting high-value tourists may prove difficult despite the financial gains seen so far.
Sri Lanka’s tourism industry is witnessing a substantial rise in visitor numbers, prompting experts to advocate for urgent international marketing campaigns. They assert that maintaining this growth is essential for achieving the government’s ambitious tourism goals.
While the government aims to welcome 3 million tourists in 2025 and generate an estimated US $5 billion in revenue—a notable 52.38% increase compared to 2024—industry professionals stress the importance of not merely focusing on visitor numbers but also fostering sustainable and value-driven tourism. T
he sector’s future success depends on a balanced approach that prioritizes quality over quantity.
In a significant milestone, Sri Lanka’s total tourist arrivals for the year have exceeded half a million, raising hopes for reaching the 3 million target by year’s end. As of now, the country has recorded 530,746 arrivals, reflecting a 15.1% year-on-year increase.
Notably, 37,786 visitors arrived in the same period, marking a 9.12% rise compared to the corresponding timeframe in 2024.
Projections for March suggest a goal of 302,803 arrivals, requiring an additional 265,107 visitors within the remaining 26 days.
However, the first two months of the year fell short of monthly targets despite the year-on-year growth. Meeting the overall 2025 target will necessitate consistent momentum, with 82.31% of the remaining arrivals needing to be secured over the next nine months.
Deputy Minister of Tourism Ruwan Ranasinghe expressed confidence in achieving the 3 million visitor target, highlighting that surpassing 500,000 arrivals early in the year has provided a strong foundation for continued growth.
In a recent video message, he announced the introduction of new promotional strategies within the month to sustain and accelerate this momentum.
The Sri Lanka Tourism Development Authority (SLTDA) has released the latest figures on tourist arrivals, showing India as the largest source market with 84,476 visitors, followed by Russia (70,159) and the UK (51,105). In March alone, Russia led with 5,768 arrivals, trailed by India (5,373) and the UK (3,847). Other key contributors include Germany, France, China, Australia, the Netherlands, Poland, and Bangladesh.
The sector has also seen a notable financial boost, with January 2025 generating $400.7 million in revenue, reflecting a 17.2% increase compared to the previous year.
To achieve the $5 billion revenue target in 2025, the government is prioritizing consistent growth through enhanced promotional campaigns and infrastructure improvements, ensuring Sri Lanka remains a sought-after travel destination for global tourists.
