Sri Lanka saw an impressive surge in tourist arrivals this October, welcoming nearly 136,000 visitors—a significant 25% growth compared to the same month last year. This achievement makes October 2024 the highest-performing October for tourism in the past six years, signaling a positive shift for the sector.
October’s Growth Exceeds September
With 135,907 arrivals, October’s performance reflects an 11% increase over the previous month’s count of 122,140 visitors. This growth trend is a promising indicator of recovery, especially following the recent challenges faced with the tourist visa process. However, while the numbers are encouraging, they still fall short of the Sri Lanka Tourism Development Authority’s (SLTDA) monthly goal of 155,070 arrivals, a target the industry has struggled to meet throughout the year.
Swift Restoration of ETA Boosts Visitor Numbers
Industry experts attribute this increase in arrivals to the government’s quick action in restoring the Electronic Travel Authorisation (ETA) system, which had faced a temporary setback. Since the ETA was reactivated on September 26, daily arrivals have increased from around 4,079 in September to 4,384 in October. Despite this improvement, the industry has not yet reached the 6,000 daily arrivals achieved in early 2024.
While October’s growth provides hope, stakeholders emphasize that maintaining this momentum requires addressing ongoing operational issues within the tourism industry. Simplifying visa procedures has undoubtedly played a crucial role in boosting arrivals, yet the sector remains vulnerable to factors like global travel advisories and economic fluctuations, which can impact tourists’ willingness to visit Sri Lanka.
Year-to-Date Arrivals Approach 2024 Target
By the end of October, year-to-date (YTD) tourist arrivals stood at over 1.62 million, edging closer to the revised 2024 target of 2 million visitors. This adjustment from the original goal of 2.3 million visitors was made by the new administration, which recognized the need for a more achievable target given the industry’s challenges. Similarly, the initial income target of $4 billion was reduced to $3 billion.
India Leads as Top Source Market
India has continued to lead as the largest source of visitors to Sri Lanka, with 36,417 tourists in October alone. Russia and the United Kingdom follow as significant markets, contributing 10,367 and 10,206 visitors, respectively. Germany and China round out the top five, adding 9,217 and 8,307 visitors.
Over the year, India’s dominance as a source market is clear, with a cumulative YTD total of 322,973 visitors. The UK and Russia are also major contributors, with 146,670 and 137,599 tourists, respectively, demonstrating the strong interest of European and South Asian travelers in visiting Sri Lanka.
Charter Flights to Support Growth Through Winter
The reintroduction of charter flights from key operators, including Red Wings, Enter Air, and Edelweiss, is anticipated to further strengthen Sri Lanka’s tourism sector throughout the winter season. These charter services, especially from Eastern Europe, provide essential connectivity and are expected to draw more tourists as winter travel demand peaks. The influx of charter flights is crucial, as the winter travel season, ending in March 2025, is traditionally a high-demand period for Sri Lankan tourism.
Outlook: Achieving the Revised 2 Million Target
With only two months left in the year, Sri Lanka needs an additional 379,283 visitors to meet the revised target of 2 million tourists. Success will rely on several factors, including maintaining favorable travel conditions, effective promotion, and smooth visa processes. If current trends continue and winter tourism flourishes, Sri Lanka’s tourism industry has a strong chance of reaching or even surpassing its adjusted 2024 goals, laying a solid foundation for further growth in the coming year.
