Sri Lanka Tourism achieves 2023 full year arrivals within first nine months of 2024

Sri Lanka’s tourism industry has achieved a major milestone, surpassing its total arrivals for 2023 within the first nine months of 2024, reflecting the focused promotional efforts and strategic initiatives.

By the end of September 2024, the country had recorded 1,487,303 arrivals, matching the total figure for 2023. September alone saw 112,140 arrivals, marking a 9% growth compared to the same period last year.

The key source markets contributing to this growth included India, China, the UK, Germany, Australia, the Maldives, Russia, Bangladesh, Spain and France. This success was attributed to several strategic initiatives undertaken by the Sri Lanka Tourism Promotion Bureau (SLTPB).

Among these initiatives was the impactful ‘Seeing is believing’ influencer campaign, which brought 180 media influencers from around the world to Sri Lanka. Renowned influencers like Luke Martin, Nusier Yassin (Nas Daily) and Kollywood Actor Ashish Vidyarthi highlighted Sri Lanka’s beauty and hospitality, helping rebuild the country’s image in the global tourism market.

The recommencement of major airlines with increased flight frequency and seat capacity further boosted confidence in the industry’s revival. Additionally, the short-term digital media campaign ‘Check in...Sri Lanka is ready’ and Sri Lanka’s participation in key global travel fairs such as ITB Berlin, IFTM Paris and WTM London helped spread a positive message to prospective travellers.

Sri Lanka also garnered significant international recognition in 2024, with 17 global awards and accolades. These include the Pekoe Trail being recognised by National Geographic as one of the world’s best, Sri Lanka being ranked the fourth most popular travel destination for 2024 by Forbes and CEO World Magazine naming it one of the best countries to visit in a lifetime.

Sri Lanka’s tourism campaign is centred on three key pillars: “Compact, Diverse and Authentic” differentiating it from other destinations and offering completing reasons for travellers to explore the island nation.