Is Sri Lanka Tourism on a roll or on tenterhooks?
Global tourism is not just returning to previous highs - it seems to be on an upward trajectory. And Sri Lanka is right up there, as it sets its sights high, aiming to substantially increase tourist arrivals to 3 million in 2025…up from the actual of 2.05 million in 2024. I.e. a whopping 46% increase. This target while hugely ambitious reflects the country’s desire towards positioning tourism as a key pillar of economic growth.
Despite the effects of the COVID-19 pandemic and the devastation wrought by a foreign debt crisis that began in 2022, Sri Lanka’s tourism sector is indeed staging a remarkable recovery. That been said, and with tourism numbers on the rise, how can the industry propel the upward trend towards reaching the lofty goal of welcoming 3 million visitors to the country in 2025?
At the time of writing this, Sri Lanka had attracted 367,804 tourists from 1st January to 13th February 2025, an accumulative total that included 115,043 visitors in the first 13 days of February. With another 15 days left in the month, and at the current pace of activity, a total 248,000+ arrivals in February is predictable. If that be the case, the 2025, year-to-date (Jan/Feb) total would be circa 17 % above that achieved in the same period in 2024. All good, but is that ‘good’… good enough? I fear not. Why?
For starters, 2025 year-to-date (Jan/Feb) actual arrivals should realistically be closer to 623,000 (The government’s target for the same period was 616,624)– which is not the case; where a shortfall of over 122,000 arrivals (or without splitting hairs,115,624), during two of the island’s historically six peak performing months (October to March), means Sri Lanka Tourism is already forced to play the ‘catch up’ game.
Meanwhile, Sri Lanka’s much-anticipated global tourism campaign is yet to get off the ground – keeping everyone waiting nervously for something to happen. The Chairman of Sri Lanka Tourism Development Board (SLTDB) stated in November 2024, that they would go ahead with the chosen creative agency along with five different digital and PR agencies selected to carry out the campaigns in the respective markets. It was also mentioned that the campaign would be launched in the first half of January 2025, with the SLTDA Chairman adding “We need the support of the campaign to bring in the numbers.”
However, for reasons best known to the authorities the campaign is yet to be launched. If one recalls, the ‘You will come back for more’ tagline which was developed in 2022, was only launched in early 2024, after delays in approval. Is this then another case of ‘déjà vu'?
Developing an aviation blueprint to strengthen the aviation industry’s competitiveness is critical. Although there were 8.8 million international passenger movements amongst Sri Lanka’s three International airports, in 2024, it still trails the 10.8 million in 2018 and the 9.9 million in 2019. The AASL reports BIA served more than 30 airlines in 2024. During 2018, 35 scheduled airlines including SriLankan airlines operated to/from Sri Lanka. (In 2017 BIA connected Sri Lanka to the world with 41 airlines operating to 63 destinations).
Aviation connectivity can play a much bigger role in Sri Lanka’s economic development and social advancement. But this will not happen by chance. Understanding the nature of that connectivity is also important. An OAG report in 2023 shows that since 2014, Sri Lanka’s international air connectivity index has decreased by 19% within the Asia Pacific region but increased by 18% with all other regions. For Sri Lanka, 77% of passengers either finished their journey at the point of entry to the country, whereas, 23% of all passengers arriving in Sri Lanka from abroad continued their journey to a destination in another country.
Many of the country’s passenger and cargo processes continue to be paper based. As traffic grows, digitization will be key to address capacity constraints, increase efficiency and improve the travel experience.
Shafeek Wahab – Editor, Hospitality Sri Lanka, Consultant, Customer Service Trainer and Ex-Hotelier
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