Sri Lanka Tourism targets 800,000 arrivals and US$ 800 Million revenue for 2022
During the first four months of the year (January - April), Sri Lanka buoyed by the total year-to-date arrivals reaching 348,314, targeted 1.3 million tourist arrivals. However, the events that unfolded in April after the peoples’ protests, in the aftermath of a mounting political and economic crisis has changed those short-lived expectations. The newest projection as per the new Minister of Tourism is now anything between 800,000 and 850,000 arrivals this year.
Travel advisories issued by India, the UK, and Australia to name a few countries, cautioning their citizens to visit Sri Lanka only on a ‘need to visit’ basis was the immediate reaction to the prevailing unrest and violence that was unleashed. The eventual outcome to the visitors count was an immediate decline in arrivals’; with the month of May becoming the first casualty as figures slumped to a total of just 30,207 for the month – a 52% month-on- month (over April’22) and signaling a continuation of the decline that in fact, began in April itself.
Arrivals for January, February, March and April this year were 82,327, 96,507,106,500, and 62,980, respectively. Some might argue that April to June is traditionally the ‘off-season’ and that arrival numbers pick up from July onwards. Be that as it may, the reality is that the tourism environment globally has been turned on its head after 26 months of COVID-19 related restrictions, and we need to get out of this ‘off season’ mindset, especially with the buildup of pent-up desire to travel, or as some prefer to call it; ‘revenge’ travel.
Sri Lanka’s tourism authorities are now predicting earnings of US$ 800 million for this year by focusing on key source markets through joint promotional efforts. “We have come up with a short-term plan leading up to March 2023, which is also broken down to three parts; short, medium and long-term. We estimate that we might be able to end this year with 800,000 -850,000 tourists, and anything above and beyond that will be bonus. We will be striving to achieve better results,” the newly appointed Sri Lanka Tourism Development Authority (SLTDA), Chairman Priyantha Fernando told the AGM of Sri Lanka Association of Inbound Tour Operators (SLAITO) held recently. He also announced that SLTDA had positively responded to 15 key points of the 17-point joint plan submitted by SLAITO to overcome the challenges faced.
Speaking at the occasion as the chief guest, the newly appointed Minister of Tourism Harin Fernando said that SLTPB has planned three road shows in Mumbai, Delhi and Bangalore this month as an immediate promotion. “We wanted to go for a road show in India, it won’t be a flamboyant road show, and it will be a pleading road show to get Indian tourists start coming back to Sri Lanka.” Noting that many airlines have stepped forward with proposals to jointly promote the destination, the Minister mentioned that Sri Lankan Airlines is yet to come up with such a proposal, stressing that the airline must play a proactive role in promoting the destination, similar to what other national carriers in other countries do.
Hospitality Sri Lanka
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