Sri Lanka Tourism tops 2023 figures as of October

• Cumulative tourist arrivals reach 1,484,808 visitors by September 30
• September arrivals lower than both weekly and daily averages of August
• 62.8% year-end target of luring 2.3mn tourists fulfilled thus far

The tourist arrivals to Sri Lanka surpassed the total for all of 2023 in the first week of October, a positive sign for the country’s recovering tourism sector.
The provisional data from the Sri Lanka Tourism Development Authority (SLTDA) showed that by September 30, 2024, the arrivals had reached 1,484,808 visitors, close to surpassing last year’s total of 1,487,303.
The Sri Lanka Tourism Promotion Bureau (SLTPB) attributed the achievement of surpassing the 2023 levels to strategic initiatives, including the industry’s high-profile influencer campaigns, digital media efforts and global recognitions Sri Lanka has achieved so far for the year.
“Sri Lanka Tourism, with its continuous promotional efforts and clearly defined strategy and objectives, has achieved the previous full-year arrivals. The success was achieved through many strategic initiatives. The recommencement of all major airlines with increased frequency and seat capacity is an indication to the industry that there is hope for revival,” the SLTPB said in its statement.
However, despite the progress, the sector has been experiencing a dip in arrivals compared to the momentum seen in previous months, with several factors contributing to the decline.
In September 2024, Sri Lanka welcomed 122,140 international tourists, with a daily average of 4,071 arrivals and a weekly average of about 30,535.
The figures fall short compared to August, which recorded a daily arrival average of 5,310 and a weekly average of 41,152.
India dominated as the largest source of tourist traffic for the month, accounting for 22.8 percent of the total number of arrivals. China followed in the second place, contributing 7.4 percent while the United Kingdom ranked third, with 7.1 percent. The other significant markets included Germany, Australia and the Maldives. 

The highest number of arrivals was recorded on Friday, September 13, which recorded 5,338 arrivals, the only day the numbers surpassed 5,000 tourists.
The figures for the month also fell short by 28,843 arrivals compared to the SLTDA’s optimistic forecast, which aims to attract over 2.3 million tourists to the island within the year. Total tourist arrivals so far have fulfilled 62.8 percent of the goal.
Moreover, the arrival numbers for September fell short by 17,122 against the development authority’s conservative forecast, which projects that Sri Lanka would at least surpass two million arrivals by the end of 2024.
The cumulative total arrivals to date have reached 68.1 percent of this second projection.
The sudden dip in arrivals largely stemmed from the abrupt suspension of the visa system managed by the VFS Global-led consortium by the Supreme Court, along with the delays by the Immigration Department in reinstating the previously used Electronic Travel Authorisation (ETA) system.
The situation resulted in widespread disruptions in the industry, leading to long queues and frustration among the tourists arriving at Bandaranaike International Airport. Although the on-arrival visa facilities were extended, staffing shortages at the airport further compounded the challenges.
Subsequently, the government took steps to reactivate the ETA system on September 30, after the stakeholders voiced serious concerns over the potential impact the prolonged situation might have on the upcoming season.