April sees lowest monthly inflow of 2025 despite year-on-year gain; industry calls for urgent marketing push
Sri Lanka’s tourism sector posted $256.7 million in earnings for April 2025, marking a 13.8% year-on-year (YoY) increase, according to the latest data from the Central Bank. However, the figure also represents the lowest monthly inflow recorded so far this year, underlining concerns that momentum is slipping in the absence of a robust international marketing campaign.
While April’s earnings were the highest for that month since the COVID-19 pandemic began, they reflect a 38% drop compared to March 2025, highlighting the sector’s vulnerability to seasonal patterns and the lack of sustained promotional activity.
On a cumulative basis, however, the first four months of 2025 saw tourism revenue rise to $1.37 billion, a 10.2% YoY increase. Notably, it took five months to reach a similar milestone in 2024, indicating the sector’s continued recovery and resilience.
Yet, industry stakeholders warn that the recovery could falter if marketing efforts are not ramped up. Many point to the delayed rollout of Sri Lanka’s global tourism campaign as a critical missed opportunity to maintain momentum in the off-season.
“There’s only so far we can go with organic footfall,” tourism professionals said. “We’re up against destinations investing heavily in visibility. Without promotion, we risk losing our competitive edge.”
Sri Lanka Tourism has set ambitious goals for 2025—3 million tourist arrivals and $5 billion in revenue. But experts emphasize that hitting those targets will require more than just seasonal demand—it demands a strategic, sustained marketing effort to keep the island top-of-mind for global travelers.