Sri Lanka Tourism is aiming for a revenue target of USD 5 billion by the end of 2025, with a focus on increasing tourist arrivals, particularly from China. Chairman of the Sri Lanka Tourism Development Authority, Buddhika Hewawasam, shared that the country’s tourism sector is leveraging a series of new promotions and strategic initiatives to revive and enhance tourism numbers.
Hewawasam emphasized that President Anura Kumar Dissanayake’s upcoming visit to China is expected to significantly boost arrivals from the Chinese market, which once ranked as the top source destination for Sri Lanka before the pandemic. The aim is to elevate China’s position back to the third spot by year-end.
To achieve this goal, Sri Lanka Tourism plans to run extensive marketing campaigns, collaborate with Chinese influencers, and organize media FAM tours. Additionally, SriLankan Airlines is set to increase its flight frequency to China, reactivate stalled destinations, and expand its reach to more Chinese cities. The tourism strategy also includes targeting high-end clientele from India, particularly from states like Gujarat and North India, capitalizing on the opening of new luxury hotels and event venues.
The country experienced a surge in arrivals during the peak season, with over 11,000 tourists per day in December. Efforts to maintain this momentum through the off-season will focus on markets like the Gulf and Australia. Overall, Sri Lanka aims to grow its tourist arrivals from 2 million to 3 million by the end of 2025.
Hewawasam critiqued short-term promotional campaigns like “So Sri Lanka,” advocating instead for a more industry-driven, long-term approach to tourism marketing.