By: Staff Writer
October 07, Colombo (LNW): Sri Lanka’s tourism industry is steadily recovering from the setbacks caused by the COVID-19 pandemic, the economic crisis of 2020-2021, and the impact of the Easter Sunday attacks in 2019.
The sector’s resurgence has been driven by the concerted efforts of the former leadership in the Ministry of Tourism, led by experienced professionals, including the former head of the Sri Lanka Tourism Development Authority (SLTDA), Priyantha Fernando, who has over 50 years of experience in the field.
The focus on revitalizing tourism highlights its crucial role in supporting Sri Lanka’s economy, especially in generating the much-needed foreign exchange.
In a recent shift in leadership, President Anura Kumara Dissanayake has appointed new chairpersons to the four major tourism bodies in the country.
Buddhika Hewawasam now leads both the Sri Lanka Tourism Development Authority (SLTDA) and the Sri Lanka Tourism Promotion Bureau (SLTPB), while Dheera Hettiarachchi has been appointed as the chairman of the Sri Lanka Institute of Tourism and Hotel Management (SLITHM) and the Sri Lanka Convention Bureau (SLCB).
These new leaders bring valuable experience from the travel and tourism sectors, aiming to introduce innovative strategies to further develop Sri Lanka’s tourism infrastructure and enhance its global reputation as a tourist destination.
Despite the challenges, Sri Lanka’s tourism industry has made significant progress in the past nine months. The country earned $181 million from tourism in September 2024, which is a noticeable increase from the previous year’s earnings.
However, this figure was lower than August’s earnings, reflecting a dip in visitor arrivals. From January to September 2024, Sri Lanka welcomed nearly 1.5 million tourists, a substantial increase from the 1.02 million arrivals during the same period in 2023.
The country’s tourism sector aims to attract over 2 million visitors in 2024, with an expected revenue of $3 to $3.5 billion. Achieving these goals would significantly contribute to the country’s economic recovery, especially as tourism is a major foreign exchange earner with minimal outflows compared to other sectors.
Sri Lanka’s tourism earnings have already reached $2.34 billion in the first nine months of 2024, marking a 61.2% increase from the previous year.
One of the key challenges that affected tourism growth recently was the implementation of a new visa system, which made it more costly and complicated for visitors to travel to Sri Lanka. This issue led to a decline in arrivals and a subsequent drop in earnings.
However, with the government’s decision to restore the Electronic Travel Authorization (ETA) system, there is renewed optimism among tourism stakeholders.
The industry is also reflecting on its performance relative to the benchmark year of 2018, where earnings from tourism were significantly higher.
Although current revenues show a 28% decline from the 2018 levels, the progress made in 2024 indicates a steady recovery trajectory. Tourism remains a vital sector for Sri Lanka’s economy, contributing around 10% to the GDP and possessing the potential to expand significantly in the coming years.
Sri Lanka Tourism has set ambitious targets for 2024, aiming to attract 2.3 million visitors and generate over $4 billion in revenue. With just a few months left in the year, the industry will need to intensify its efforts to achieve these goals.
Industry leaders, including The Hotels Association of Sri Lanka (THASL) and the Sri Lanka Association of Inbound Tour Operators (SLAITO), have urged the new administration to prioritize global promotional campaigns to boost awareness ahead of the upcoming winter tourist season.
