Tourism industry on track for record-breaking year: Officials

Top officials of the tourism sector last week echoed that the industry is on a strong upward trajectory, with over 1.16 million visitors arriving so far in 2024.

Tourism Ministry Secretary Somarathne Vidanapathirana expressed optimism that the country could surpass its benchmark year 2018 if current trends continue.

He highlighted the multiple setbacks the tourism industry faced since 2019 whilst noting concerted efforts by the Government, private sector, and affiliated institutions have led to a promising recovery. 

The Secretary made these remarks at the press briefing titled ‘Two Years of Progress and Advancement’ held at the Presidential Media Centre (PMC) last week. He noted that in 2022, 719,978 tourists visited Sri Lanka, and the number rose to 1,487,303 in 2023.

As of 25 July, Sri Lanka welcomed over 1.16 million visitors, suggesting that the number of visitors by the end of the year could surpass the totals of the past two years.“The tourism sector reached its peak in 2018, with 2,333,796 visitors and $ 4.4 billion in revenue.” 

“If the current positive trend continues, the number of foreign tourists and the income generated by the end of 2024 could exceed those of 2018,” said Vidanapathirana. 

Sri Lanka Tourism Development Authority (SLTDA) Deputy Director General P.U. Rathnayake added that tourism revenue from January to June 2024 amounted to approximately $ 1.55 billion.

“The SLTDA is dedicated to promoting sustainable tourism through the development and operation of large-scale resorts. Projects in Kuchchaveli, Kalpitiya, and Dedduwa are ready for promoters, with future projects in Kuchchaveli, Kalpitiya, and Yala open to investors. By 2024, the authority registered 12,213 service providers, including tourist accommodations, guides, and other service providers,” he added.

By the first half of 2024, the authority registered 12,213 service providers, comprising 4,534 tourist accommodations, 4,923 tourist guides, and 2,756 other service providers.

He said registration awareness and mobile programs have been implemented in locations such as Pasikuda, Batticaloa, Kitulgala, Kataragama, Meemure, Ella, Pinnawala, and Galle.

National resorts for local tourists are currently operational in Bandarawela, Kataragama, Anuradhapura, and Nuwara Eliya. 

He said over the past two years, several development projects have been completed, including those at Aluthnuwara, Madunagala, Dunhinda, Rajanawa Falls, Sandathanna Agricultural Project, Gatabaruwa Tourism Centre, and the Mount Lavinia Tourist Police Unit.

“As of end June 2024, the SLTDA has approved 16 investment projects, totalling 224 approved rooms and an investment of approximately $ 25.39 million. Upcoming plans include developing a marine tourism roadmap, gazetting tourism development areas, creating master zoning plans in collaboration with the Urban Development Authority (UDA), and implementing a micro grid solar energy program to address the energy crisis,” Rathnayake said.

Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman ChalakaGajabahu highlighted several successful marketing initiatives over the past two years, including the ‘Seeing is Believing’ project launched by the Public Relations Division, which hosted 189 international travel bloggers and communicators, resulting in media coverage valued at over Rs. 1 billion and participation in major travel fairs. 

He detailed that the Marketing Division also utilised 15 major travel fairs and 29 road shows, including ITB in Germany, WTM in London, ATM in Dubai, IFTM in France, and SATTE in India, to promote tourism. 

According to him, over 75 travel agencies and hotel professionals took part in these events.

Additionally, a significant special project involved hosting 500 Indian travel agents and 50 Indian journalists at the TAAI (Travel Agents Association of India) conference, held in Sri Lanka for the first time.

“We are currently launching a series of global tourism promotion programs, with the first phase focusing on public relations, with digital and social media campaigns in Britain, Germany, France, India, and China,” Gajabahu said.

Inspired by these activities and projects over the past two years, the SLTPB introduced a new brand identity in 2023 under the theme ‘Sri Lanka – You’ll come back for more’. “This initiative received significant international acclaim and recognition in 2024,”Gajabahu added.

Sri Lanka Institute of Tourism and Hotel Management (SLITHM) Chairman Shirantha Peiris reported that the institute trained thousands of students between 2021 and 2023, with plans to train over 10,000 trainees in 2024. “SLITHM is collaborating with national and international institutions to promote tourism and hospitality programs,” he added.

Department of National Zoological Gardens Deputy Director (Planning) H.G.Jayasekara reported that in 2022 and 2023, the total number of local tourists to botanical gardens reached 1,773,048 and 1,925,129 respectively, with foreign tourists numbering 103,322 in 2022 and 227,729 in 2023. 

By June 2024, the botanical gardens welcomed 965,468 local tourists and 183,674 foreign tourists, indicating a strong recovery and growth in tourism.“Revenue from Sri Lanka’s botanical gardens was Rs. 420.02 million in 2022, rising to Rs. 901.1 million in 2023. By June 2024, the gardens had already generated Rs. 735.56 million, marking substantial increases compared to previous years,” he added.