Sri Lanka’s tourism industry concluded 2024 with over 2.05 million arrivals, though the final tally just falling short by a mere 2.2%.
The performance represents the highest annual figure since 2019, showcasing a remarkable 38.07% year-on-year (YoY) growth, signalling a promising recovery for a sector that faced multiple challenges over the past five years.
The 2024 performance, however, was still 12% lower in comparison to the record achievement of 2.3 million in 2018.
December 2024 also saw 248,592 arrivals, an 18.18% increase compared to the same period last year, marking the highest monthly performance of the year. It is also the highest December figure achieved post-Easter Sunday attacks.
While the December numbers were slightly below the record 253,169 arrivals in December 2018, the average daily arrivals reached a new milestone of 8,019 visitors, up from 6,139 in November 2024.
The performance underscores Sri Lanka’s resilience as a tourist destination despite setbacks, including global travel advisories and delays in launching a much-anticipated global marketing campaign. Although the Sri Lanka Tourism Development Authority (SLTDA) revised its original target of 2.3 million arrivals to 2.1 million in August 2024, the final tally just fell short.
December arrivals, projected at 256,389, misses the target by 7,797 visitors. However, the strong December numbers helped push the annual total past the critical 2 million mark — a feat not achieved since 2019.
India retained its position as Sri Lanka’s largest source market, contributing 416,974 visitors or 20.3% of total arrivals. Other significant markets included the Russian Federation with 201,920 (9.8%), the UK with 178,339 (8.7%), Germany with 136,084 (6.6%), and China with 131,681 (6.4%).
Tourism earnings for 2023 are estimated to have surpassed the $ 3 billion mark, a notable improvement from the $ 2.1 billion registered in 2023. This recovery mirrors the country’s robust growth trajectory in 2010, following the end of its nearly 30-year civil conflict, when tourism posted a record 46.1% growth.
Despite the strong numbers, the industry’s challenges serve as a reminder of the importance of a choice strategy. The delay in launching the global marketing campaign and visa-related difficulties were cited as key reasons for falling short of revised targets.
Industry stakeholders remain optimistic, noting that the recovery achieved last year demonstrates Sri Lanka’s enduring appeal and sets the stage for future growth.
“The momentum gained in 2023 presents an opportunity for Sri Lanka to build on its success,” they added.
For this year, Sri Lanka Tourism is expecting 3 million arrivals and $ 5 billion income, with a five-year plan to attract over 5 million visitors and generate around $ 8.5 to 10 billion in revenue.
Sri Lanka Tourism is also set to unveil a unified national brand this month instead of going ahead with campaign taglines, aiming to redefine the country’s global tourism appeal and achieve a higher return on investment (RoI).
FT