Traditional musicians perform in front of the historic Temple of the Sacred Tooth in Kandy, Sri Lanka, on Monday. ISHARA S. KODIKARA/AFP
Sri Lanka's tourism recovery is expected to gain further momentum on the back of a planned new promotional campaign and the nation's diverse attractions, with the sector's rebound aiding the nation's broader economic revival, experts said.
Sri Lanka expects to attract 2.3 million foreign tourists this year, and 3 million in 2025, its tourism authorities said.
According to the Sri Lanka Tourism Promotion Bureau, a new promotional campaign covering key source markets will be launched in the second week of September. The first phase of the campaign will target five countries — China, Britain, France, Germany and India.
Sri Lanka's cabinet approved issuing free tourist visas to visitors from 35 countries including China, India and Russia, said cabinet spokesman and Transport Minister Bandula Gunawardana on Thursday.
Tourists will be given 30-day visas under a six-month pilot program that will start from Oct 1, Gunawardana told reporters at a weekly cabinet briefing.
Natalia Bayona, executive director of UN Tourism, said Sri Lanka's tourism sector is distinguished by its diverse attractions, which include beaches, wildlife sanctuaries, rainforest areas, tea plantations, ancient heritage and Buddhist cultural sites.
"This variety appeals to a wide range of tourists like those interested in adventure and culture," she said.
According to UN Tourism's World Tourism Barometer, Sri Lanka's tourism sector has shown a steady and encouraging post-pandemic recovery. While challenges remain, consistent growth in tourist arrivals demonstrates that Sri Lanka is successfully regaining its position as a popular travel destination, signaling a positive outlook for the continued recovery and expansion of its tourism sector, the UN agency said.
Priantha Fernando, chairman of the Sri Lanka Tourism Development Authority, said that whatever a tourist may look for within one island, they can find it in Sri Lanka, which enjoys different climatic conditions in its various regions.
"For certain, China is one of our key markets," he added.
Niraj de Mel, chairman of the Sri Lanka Tea Board, said Sri Lankan tourism has different levels, offering suitable options based on travelers' budgets and preferences. For instance, the country draws in a lot of people who are attracted to beaches, as well as those who like to visit the tea estates known for cultivating the world-class Ceylon tea, he noted.
Rising revenue
Tourism has become one of Sri Lanka's top foreign revenue generators. Statistics from the Central Bank of Sri Lanka show that the nation's earnings from tourism rose to over $1.88 billion in the first seven months of this year, a 73.3 percent increase compared to the same period last year.
The industry will continue to play an indispensable role in the South Asian nation's economic recovery, analysts said.
Bayona from UN Tourism said Sri Lanka offers significant opportunities for investment and trade in the tourism industry.
"The government's initiative to provide beach land and islets for development encourages investments in new resorts, eco-friendly accommodations, and tourism infrastructure," she said.
"This creates a favorable environment for economic growth, job creation, and the sustainable expansion of the tourism sector."
