Sri Lanka’s tourism industry has launched into 2025 with impressive momentum, welcoming nearly 40,000 arrivals within the first five days of the year. The 39,415 tourists recorded mark a significant improvement compared to the 32,453 arrivals during the same period in 2024, reflecting an increase of over 21%.
The surge in early arrivals underscores growing confidence and interest in Sri Lanka as a prime travel destination. Daily arrivals averaged 7,883, a notable rise from 6,491 per day in the first five days of January 2024, according to the Sri Lanka Tourism Development Authority (SLTDA).
Russian tourists led the way with 6,481 arrivals, closely followed by India with 6,183 visitors. The UK ranked third, contributing 2,928 holidaymakers. Other significant markets included Germany, Australia, the US, Poland, France, China, and the Netherlands, collectively driving the upward trend.
Sri Lanka Tourism has set ambitious targets for 2025, aiming to attract 3 million visitors and generate $5 billion in revenue. By 2030, the industry aspires to welcome 5 million tourists annually and achieve $8.5 to $10 billion in earnings. This long-term vision aligns with efforts to position Sri Lanka among the world’s top travel destinations.
While the industry narrowly missed its 2024 target of 2.1 million arrivals, closing the year with over 2.05 million tourists, it still achieved the third-highest annual arrivals in its history. This performance highlights the resilience of the private sector amidst local and global challenges.
In November 2024, Sri Lanka Tourism Chairman Buddhika Hewawasam announced plans to unveil a unified national brand in January 2025. The initiative aims to redefine the country’s global tourism appeal and deliver a higher return on investment (RoI). The creative assets for this campaign were finalized in December 2024, with peak promotional activities scheduled for May 2025.
With steady growth in key markets, a strong vision for expansion, and the launch of a cohesive national brand, Sri Lanka’s tourism industry is poised for a successful year. Industry leaders remain optimistic about reclaiming the nation’s status as a leading global travel destination.
