One of the UK’s largest tour operators to Sri Lanka the Experience Travel Group (ETG) which has been at the forefront of advocating improved policies for Sri Lanka is optimistic about the new Visa free travel to Sri Lanka. This year, ETG successfully campaigned for the UK Foreign Office to update its travel advice for Sri Lanka, which had previously warned against visiting the country due to concerns over the availability of food, medicine, and medical services amid political unrest. These warnings had negatively impacted tourism, with visitor numbers remaining below pre-2018 levels.

ETG’s campaign, supported by celebrities, politicians, and business leaders, highlighted Sri Lanka’s economic recovery and argued that the outdated travel advice no longer reflected the reality on the ground. The company pointed to similar initiatives in countries like Vietnam, where visa-free travel led to a one-third increase in visitor numbers within two weeks of implementation. ETG believes this model could serve as a successful blueprint for Sri Lanka.

Sri Lanka will offer visa-free access to UK citizens starting 1 October 2024, as part of a new six-month scheme aimed at boosting tourism. The Sri Lankan Cabinet of Ministers has approved visa-free entry for citizens from 35 countries, including the United Kingdom, United States, Canada, Germany, Australia, Saudi Arabia, China, India, South Korea, and Japan. This initiative is expected to significantly increase tourist arrivals and provide a much-needed boost to the nation’s economy.

Travel experts have welcomed the move, describing it as a “game - changer” for the country, which heavily depends on tourist income. Many are urging for the scheme to be made permanent.

Sam Clark, CEO of Experience Travel Group, praised the new visa-free regime, calling it a “game-changing blueprint for Sri Lanka’s future.” Clark emphasized that the scheme offers an excellent opportunity for travellers to explore Sri Lanka’s rich cultural offerings and urged the UK government to consider negotiating a permanent visa-free arrangement. “Sri Lanka is not just a safe country. It is a jewel in South Asia’s crown, and our government should do everything it can to help British people visit,” he said.

As Sri Lanka prepares to welcome more visitors, the visa-free initiative is seen as a crucial step in revitalizing the country’s tourism sector and showcasing its appeal as a premier travel destination. To celebrate the introduction of the visa-free scheme and to boost tourism in Sri Lanka, Experience Travel Group is offering £500 off bookings to Sri Lanka for travel. Travellers must book before 30 September for trips between 1 October 2024 and 30 March 2025.