Tourism industry pushes free-visa rollout for summer bookings

• Claims plan approved in August 2024, but stalled due to bureaucratic delays and political transitions
• Warns delay could hurt Sri Lanka’s competitiveness against competing destinations
• Sri Lanka Tourism plans to launch same global campaign ready in September 2024 — without taglines, while digital marketing strategy is set to go live in April 
• Stakeholders insist 3 m arrival target unrealistic only via organic growth without promotional push
• Says failure to act swiftly may derail momentum despite strong early 2025 tourist numbers

By Charumini de Silva

With Sri Lanka’s peak winter tourism season drawing to a close by the end of this month, the industry leaders are urging the Government to fast-track the long delayed free-visa scheme for 39 countries to boost summer bookings. 

Originally approved by the previous administration in August 2024, and intended for implementation from 1 October 2024, the initiative remains stalled due to bureaucratic delays and political transitions led to further postponements (https://www.ft.lk/top-story/Presidential-boost-for-tourism-with-free-visa-to-35-nationals/26-765842).

In January 2025, Tourism Minister Vijitha Herath assured that the proposal to launch free-visa would be submitted to the Cabinet soon, though two-weeks into March; it remains unapproved (https://www.ft.lk/front-page/Free-visa-policy-for-39-countries-soon-Tourism-Minister/44-772136).

“The free-visa policy would be ideal to boost summer bookings,” Sri Lanka Association of Inbound Tour Operators (SLAITO) Spokesman Nishad Wijetunga told the Daily FT. 

The initiative which was built on the earlier program that granted visa exemptions for seven key markets — China, India, Indonesia, Russia, Thailand, Malaysia and Japan which was extended till further notice in June 2024 (https://www.ft.lk/front-page/Immigration-extends-visa-free-entry-for-seven-countries-indefinitely/44-762671).

Noting that there are no targeted marketing campaigns outlined by the authorities, The Hotels Association of Sri Lanka (THASL) also insisted that the free-visa program could be used to boost summer reservations. 

“Now, with summer bookings on the horizon, industry stakeholders are demanding immediate implementation expansion to 39 destinations, warning that any further delays could hurt Sri Lankan competitiveness,” they said. 

The industry is also growing impatient over the Government’s failure to launch its long-promised global promotional campaign. 

Initially slated for a September 2024 launch, the campaign was later reworked by the new administration into a unified national tourism brand, promised for January 2025 (https://www.ft.lk/front-page/Sri-Lanka-Tourism-to-launch-unified-national-brand-from-January/44-769417). 

“Competing destinations are way ahead running aggressive campaigns, while Sri Lanka Tourism is still dragging its feet,” they alleged.

Come, March 2025, the said campaign is still nowhere in sight. Although, Deputy Minister of Tourism Prof. Ruwan Ranasinghe last week declared that it will finally be launched this month, but the industry remains skeptical. 

The Daily FT learns that Sri Lanka Tourism is now planning to roll out the same campaign that was ready for launch in September 2024 — but without taglines, while a digital marketing strategy is set to begin in April. 

“We have categorically informed the authorities that the three million arrival target, which is nearly a 50% increase from 2024 — is not achievable without an aggressive promotional push,” industry representatives of the two main trade associations stressed. 

For 2025, Sri Lanka Tourism aims to woo three million tourists and generate $ 5 billion revenue.

They warned that competing destinations are actively luring visitors with visa-free entry, strategic marketing and expanded connectivity — putting Sri Lanka at a disadvantage. 

Although Sri Lanka’s tourism numbers are promising during the first two months, crossing the half-a-million mark, the industry opined that failing to act swiftly on these key issues could derail momentum — pushing travellers toward more competitive destinations in the region.