Sri Lanka’s tourism sector has staged an impressive recovery in 2024, generating over $3.2 billion in revenue-a 52.38% year-on-year (YoY) increase. This achievement marks the industry’s highest earnings since 2019 and the fifth-highest revenue ever recorded.
The stellar performance was capped by a record-breaking December, which brought in over $362 million, reflecting a robust 34.46% YoY growth and a 33% increase compared to November.
Resilience Amid Challenges
Despite its success, the sector faced significant setbacks in 2024 due to policy delays, including the late reactivation of the Electronic Travel Authorisation (ETA) system. Industry stakeholders estimate that the delays deterred 45,000–50,000 potential visitors in August alone, resulting in a revenue loss of $80–100 million.
Provisional data from the Sri Lanka Tourism Development Authority (SLTDA) showed an increase in average tourist spending to $181.15 per day, up from $164.4 in 2023. However, the average stay slightly declined to 8.42 nights from 8.44 nights in 2023.
Key Metrics of 2024
- Tourist Arrivals: 2.05 million visitors, the third-highest ever registered, though falling short of the revised target of 2.1 million arrivals by 2.2%.
- Tourist Nights: Visitors spent a total of 17.29 million nights in Sri Lanka, compared to 12.55 million in 2023.
- Highest Duration: July recorded the longest average stay at 9.65 days.
Looking Ahead: Ambitious Goals for 2025 and Beyond
Sri Lanka Tourism has set ambitious targets for 2025, aiming to attract 3 million visitors and generate $5 billion in revenue. The long-term vision includes achieving 5 million annual arrivals and $8.5 to $10 billion in earnings by 2030.
Industry leaders expressed optimism about the new administration’s plans to streamline operations and focus on attracting high-spending tourists. The goal is to boost daily average spending while ensuring a smoother operational framework to unlock the sector’s full potential.
“Sri Lanka’s tourism recovery in 2024 demonstrates our resilience and potential for growth. With strategic planning and effective policy implementation, 2025 promises to be a milestone year for the industry,” a spokesperson for the SLTDA stated.
As Sri Lanka positions itself as a premier global destination, the country is poised to deliver an unparalleled travel experience, leveraging its natural beauty, rich culture, and exceptional hospitality.
