Sri Lanka confident in tourism surpassing 2018 peak

With the country’s tourism sector gradually recovering, President Ranil Wickremesinghe urged the sector to improve its products and services to cater particularly to high-end tourists

Sri Lanka is confident that the tourism industry will surpass the 2018 peak if the current momentum in tourist arrivals earnings continue, authorities said.

Secretary of the Ministry of Tourism and Lands Somarathne Vidanapathirana sounded upbeat in the tourist sector reaching the levels of 2018, the best performing year for the tourism sector before it was struck with crisis after crisis from 2019, as 2024 is witnessing a turnaround.

“Two years ago, the tourism industry in Sri Lanka was struggling, impacted heavily by the deadly Easter attacks, Covid pandemic and the economic crisis. 

“However, I am pleased to report that the Ministry of Tourism and its affiliated institutions are currently achieving successful results through a coordinated programme,” said Vidanapathirana addressing a press briefing titled ‘Two Years of Progress and Advancement’ at the Presidential Media Centre (PMC) on Friday.

As of July 25, Sri Lanka has welcomed 1,162, 426 international visitors, and for the first six months of the year it recorded revenue of US$ 1.56 billion.

“This trend suggests that the number of visitors by the end of the year could surpass the totals of the past two years,” he noted.

According to Sri Lanka Tourism Promotions Bureau (SLTPB), the island nation was extensively promoted at 15 major travel fairs and 29 road shows, including ITB in Germany, WTM in London, ATM in Dubai, IFTM in France, and SATTE in India. 

To increase the tourist arrival momentum, the SLTPB is currently launching a series of global tourism promotion programmes, with the first phase focusing on public relations, digital, and social media campaigns in Britain, Germany, France, India, and China.

According to SLTPB Chairman Chalaka Gajabahu, the new brand identity launched in 2023 under the theme ‘Sri Lanka – You’ll come back for more’ has received significant international acclaim and recognition in 2024.