Sri Lanka is focusing on enhancing the quality of its tourism offerings to woo high-end travellers this year amidst signs of hospitality industry revival with nearly 40,000 arrivals in the first five days of the year, reflecting a strong start .
Tourim Minister Vijitha Herath speaking at an inauguration of a new ayurvedic resort in Bentara, stressed the need for a balanced approach that prioritises both quality and quantity of tourist arrivals.
“Tourism is not only an industry, it also reflects our history, culture, and heritage,” he said, describing ayurvedic treatments under wellness tourism is a major potential area for the industry to capitalise on and attract affluent visitors for longer stays.
Herath asserted that attracting high-end tourists would require a strategic push towards improving overall service standards, travel experience, and an innovative line of product offerings.
Noting that the country achieved the third highest tourist arrivals last year with over 2.05 million visitors, he said the industry has set an ambitious target to attract 3 million travellers this year.
The Minister also acknowledged challenges in the industry, where some visitors “misuse their tourist visa” to engage in business activities and overstay.
He pointed to the need of permissible business opportunities via quality partnerships and joint ventures to mitigate illegal activities, while simultaneously drawing investment and fostering economic growth.
Such initiatives could generate local employment, encourage cultural exchanges, and ensure that tourism’s benefits extend beyond urban hubs to rural communities.
Sri Lanka’s tourism industry kicks off 2025 with nearly 40,000 arrivals in the first five days of the year, reflecting a strong start. The 39,415 arrivals in the first five days represent a significant increase compared to 32,453 tourists welcomed during the same period in 2024.
This surge reflects a growing momentum for the sector, boosted by an influx of Russian tourists who led the charge in early 2025.
The latest data released by the Sri Lanka Tourism Development Authority (SLTDA) shows that daily arrivals have also improved to 7,883 compared to 6,491 per day during the same window last year – reflecting a noteworthy progress in footfall.
Breaking down the top markets in the first five days of January 2025, Russia led with 6,481 arrivals, followed closely by India which contributed 6,183 tourists.
The UK ranked third, adding 2,928 to the growing influx of holidaymakers. Other notable markets contributing to the positive trend include Germany, Australia, the US, Poland, France, China, and the Netherlands.
Sri Lanka Tourism has set ambitious goals for 2025, aiming to attract 3 million visitors and generate $ 5 billion in revenue. The long-term vision targets 5 million annual arrivals and $ 8.5 to $ 10 billion in earnings by 2030.
Although the industry narrowly missed its 2024 target of 2.1 million arrivals – closing the year with over 2.05 million tourists – it registered the third highest arrivals Sri Lanka ever recorded, highlighting the resilience of the private-sector-led industry amidst local and global challenges.
In November 2024, Sri Lanka Tourism Chairman Buddhika Hewawasam announced that it is set to unveil a unified national brand this month instead of going ahead with campaign taglines, aiming to redefine the country’s global tourism appeal and achieve a higher return on investment (RoI).
“We plan to finalise the creative assets for the new campaign by December 2024, with the full-scale rollout set for January and peak promotional activities scheduled for May 2025,” he said
With steady growth in key markets, a vision for expansion, and a brand launch for global appeal, industry leaders remain positive about reclaiming its position amongst the top travel destinations in the world.
