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Skift
2 days ago
- Business
- Skift
Sri Lanka Bets on Visa Fee Waiver for 40 Nations to Hit 3 Million Tourists
First things first: Sri Lanka isn't going visa‑free, it's just scrapping the fee. Free visas could help close the gap for Sri Lanka, but the country needs a consistent campaign and a story that goes beyond price. Sri Lanka is finally moving closer to extend free visas for visitors from 40 countries, including the seven that already enjoy visa fee waiver and 33 newly-added markets. Tourism Minister Vijitha Herath said Friday that tourists from countries including the U.S., UK, Canada, Germany, Saudi Arabia, the United Arab Emirates, and Australia will soon be able to enter the island without paying visa fees. The move, he said, aims to attract more tourists, cut red tape, and send a message that Sri Lanka is open for business. Herath acknowledged the waiver could cost the government about $66 million in visa fees but said the broader economic gains from higher tourist arrivals would more than make up for it. But before the plan can go live, it needs clearance from the Attorney General's office. Industry stakeholders told Skift they expect that approval to be quick and straightforward. Skift has also reached out to Sri Lanka Tourism Development Authority for comment. The Visa Fee Waiver The visa fee waiver expands on a smaller program rolled out in March 2023 that offered free 30-day visas on arrival for seven countries, including India, China, and Russia, provided travelers applied for electronic travel authorization in advance. Until now, most tourists outside South Asia have paid $50-$60 for a short stay visa. It's not yet clear whether travelers from the 33 newly-included countries will need an electronic travel authorization. Sri Lanka ha set an ambitious goal of attracting 3 million visitors and earning $5 billion in tourism revenue in 2025. That's a sharp rise from 2.05 million tourists and roughly $3 billion in 2024. 'The initiative is a strong step forward in making Sri Lanka more accessible and competitive as a destination,' said Amrit Rajarathnam, Managing Director of hospitality company Island Life, Sri Lanka. 'While it may not fully close the gap to the 3 million visitor target for 2025, it's expected to generate a meaningful boost in arrivals. Globally, the current trend in tourism-driven countries is to adapt the visa-free format.' What More Is Needed to Boost Arrivals? While industry leaders support the visa fee waiver, they warn it cannot stand alone. 'For most visitors, what truly matters is an efficient online visa process, which Sri Lanka already offers,' said Malik J. Fernando, chairman of the Sri Lanka Tourism Alliance. 'The visa initiative should not serve as a smokescreen for the ongoing absence of a coherent international marketing campaign. Despite repeated proclamations, no meaningful effort has materialized, even though funds have long been available.' Fernando said cutting visa costs is not enough to solve deeper problems in the sector. The failure to properly position Sri Lanka is doing 'real harm' he said. 'It contributes to depressed room rates across all categories of accommodation and deters foreign direct investment, which remains significantly below that of regional competitors due to weak margins. Ask any hotelier.' He also dismissed comparisons to high-volume tourist destinations. 'If a traveler chooses Sri Lanka primarily because of a waived visa fee, that reflects a deeper failure: we haven't communicated why the destination is truly special. The decision to visit should be inspired by the country's extraordinary offerings, not driven by a minor cost saving.' A Full Visitor Experience In March, the Sri Lanka Tourism Promotion Bureau (SLTPB) launched a new promotional campaign: Sri Lanka, A Story for Every Season. The campaign aimed to address seasonality and position the country as a year-round destination. The government hosted 12 travel influencers from India, the U.K., Hong Kong, Australia, and Portugal in Colombo. SLTPB Chairman Buddhika Hewawasam acknowledged the uphill task ahead, emphasizing the need for international collaboration and long-term strategy. He also pointed to the potential of digital influencers to shape global perception of Sri Lanka. The campaign aims to generate $110,000 worth of media exposure and engage a wide variety of travel segments. But for industry insiders, that's not enough. While the visa fee waiver removes an important barrier, lasting growth will depend on how well Sri Lanka invests in the full visitor experience, Island Life's Rajarathnam said. 'We need to improve both how we promote Sri Lanka and how travellers experience it. That means focused marketing in key markets, better transport between regions, consistent, high-quality service across the country and support for experience-driven hospitality. It's about making sure people don't just visit – but want to come back.' Tourism Numbers So Far… So far, the tourism arrival in the country has been uneven. As of July 23, Sri Lanka recorded 1.3 million tourist arrivals for the year, a 4% increase compared to the same period in 2024. But July's numbers, which were expected to be strong due to the Kandy Esala Perahera festival, fell short as only 145,188 arrivals were logged in the first 23 days of the month. This was far below the expected 277,195. 'The decline in arrivals during June and July is unsurprising,' said Fernando. 'These months have traditionally been seen as off-season. Without a consistent marketing campaign that establishes Sri Lanka as a year-round destination, such dips in visitation are inevitable.' To reach the annual target, Sri Lanka now needs to attract nearly 1.7 million additional tourists before the end of the year. That would require more than 281,000 monthly arrivals—well above the current average. Since January's peak of 252,761 visitors, monthly arrivals have steadily declined, with June posting just 138,241. India continues to lead as the top source market with 269,780 visitors so far this year, followed by U.K. and Russia. As Fernando put it, 'Sri Lanka remains an extraordinary destination… but it continues to undersell itself due to weak, fragmented communication. This must change if we are to realise the country's full potential.'
The Age
07-07-2025
- The Age
Roomy economy cabin layout makes this flight great for couples
The airline: SriLankan Airlines Route Sydney to Colombo, flight UL607 Frequency Four times a week – Tuesday, Friday, Saturday and Sunday direct from Sydney (and daily flights from Melbourne) Aircraft Airbus A330-300 Class Economy; seat 63K (window) Flight time 11 hours, 15 minutes (on time) Checking in In December 2024, Australia ranked among the top five source markets for international tourist arrivals into Sri Lanka, according to a monthly report by the Sri Lanka Tourism Development Authority. With SriLankan Airlines currently operating direct flights between Colombo and both Sydney and Melbourne, it's no surprise that when my partner and I arrive 2½ hours early at Sydney Airport, we find the check-in queue full. To our delight, every counter is staffed and the line moves steadily. Despite having booked our flights separately, we're allocated seats together with no fuss – thanks in part to an advance call to the airline's helpful customer service team. Seats secured and baggage dropped, we're off to snap obligatory pictures at the Sydney departure sign.
Sydney Morning Herald
07-07-2025
- Sydney Morning Herald
Roomy economy cabin layout makes this flight great for couples
The airline: SriLankan Airlines Route Sydney to Colombo, flight UL607 Frequency Four times a week – Tuesday, Friday, Saturday and Sunday direct from Sydney (and daily flights from Melbourne) Aircraft Airbus A330-300 Class Economy; seat 63K (window) Flight time 11 hours, 15 minutes (on time) Checking in In December 2024, Australia ranked among the top five source markets for international tourist arrivals into Sri Lanka, according to a monthly report by the Sri Lanka Tourism Development Authority. With SriLankan Airlines currently operating direct flights between Colombo and both Sydney and Melbourne, it's no surprise that when my partner and I arrive 2½ hours early at Sydney Airport, we find the check-in queue full. To our delight, every counter is staffed and the line moves steadily. Despite having booked our flights separately, we're allocated seats together with no fuss – thanks in part to an advance call to the airline's helpful customer service team. Seats secured and baggage dropped, we're off to snap obligatory pictures at the Sydney departure sign.
Time of India
13-06-2025
- Time of India
Indian tourists top Sri Lanka arrivals in 2025 so far
Indian tourists topped the charts in Sri Lanka in the first six months of this year, the latest data from the Sri Lanka Tourism Development Authority said on Wednesday. The number of tourists arriving in Sri Lanka since January 2025 has increased to 10,51,096 with the release of the latest figures for April, the data from the Sri Lanka Tourism Development Authority (SLTDA) said, adding that 2,10,074 individuals were from India, 1,10,818 from Russia and 98,158 were from the UK. News portal Adaderana said a total of 1,32,919 foreign nationals visited the country in May, which was an increase of 18.5 per cent in comparison to data from May 2024. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Even Beautiful Women Have Their 'Oops' Moments Read More Undo The number of tourists who arrived in the first five days of June stood at 21,293, the data showed and added that here too, India topped the list with 6,014 tourists accounting for 28.2 per cent. (Join our ETNRI WhatsApp channel for all the latest updates) There were 1,884 persons from the United Kingdom; 1,277 from China, and 1,173 Bangladeshis nationals in the month of June, the news portal added. Live Events RECOMMENDED STORIES FOR YOU Ryanair to fine disruptive passengers 500 euros under new policy Philippines opens doors to Indian tourists with visa-free entry starting June 8 Planning a trip to Singapore? Here's how Indians can get a visa easily The country is another favourite among India travellers and local food is inexpensive and delicious. Some of the prime attractions include Sigiriya Rock Fortress and the Temple of the Tooth have nominal entry fees.
Hi Dubai
30-04-2025
- Business
- Hi Dubai
dnata Travel Partners with Sri Lanka Tourism to Drive Gulf Arrivals
dnata Travel has announced a strategic partnership with the Sri Lanka Tourism Development Authority (SLTDA), aiming to drive more visitors from the UAE and the wider Gulf region to the island nation, as demand for Sri Lanka surges among GCC travellers. Revealed at the Arabian Travel Market (ATM) 2025 in Dubai, the collaboration follows a 28% rise in tourist arrivals from the UAE to Sri Lanka in the first quarter of the year, according to SLTDA figures. dnata Travel's own booking data shows Sri Lanka has become one of the most sought-after international destinations for UAE residents, particularly during peak travel periods. The partnership will focus on promoting curated travel experiences, destination awareness campaigns, and exclusive offers targeting Gulf travellers looking for nature-driven, wellness-focused escapes within short-haul reach. Meerah Ketait, Head of Retail and Leisure UAE at dnata Travel, noted a significant increase in bookings for Sri Lanka, especially among travellers seeking quick getaways tied to school holidays and long weekends. 'Today's Gulf traveller is experience-driven, and Sri Lanka offers the right mix of culture, comfort, and adventure,' she said. A new marketing campaign, launched in collaboration with Sri Lanka-based Aitken Spence Travels, will spotlight key travel themes, from boutique wellness retreats and highland escapes to safaris and immersive cultural experiences. The move supports Sri Lanka's broader goal to diversify its tourism markets and attract high-value travellers from the Middle East. With over 70 tourism stakeholders showcasing at ATM 2025, the country is making a strong pitch to the region's leisure travel market. Sri Lanka's year-round appeal, enhanced air connectivity, and evolving tourism infrastructure position it as a rising favourite for GCC travellers in 2025 and beyond. News Source: Dubai Media Office
