With Sri Lanka’s winter tourism season nearing its end, industry leaders are urging the government to expedite the long-delayed free-visa scheme for 39 countries to boost summer bookings. Initially approved in August 2024, the scheme remains stalled due to bureaucratic and political delays
Tourism Minister Vijitha Herath had promised in January 2025 that the proposal would soon reach the Cabinet, but as of mid-March, it remains unapproved. Industry representatives stress that the free-visa policy is critical to attracting summer travelers, especially with no major marketing campaigns currently in place.
The Sri Lanka Association of Inbound Tour Operators (SLAITO) and The Hotels Association of Sri Lanka (THASL) emphasize that competing destinations already offer visa-free entry, strategic promotions, and enhanced connectivity, making it urgent for Sri Lanka to act.
In addition, the government’s long-promised global promotional campaign, initially set for a September 2024 launch and later revised for January 2025, is still pending. Officials now indicate the campaign will launch in March, with a digital marketing strategy set for April.
Sri Lanka aims to attract three million tourists and generate $5 billion in revenue in 2025, but industry leaders warn that failure to implement the visa scheme and marketing strategy could hinder these goals, directing travelers to more competitive destinations.