• Achieves 2024 revenue target marking fifth highest revenue ever registered and highest since 2019
• December records highest monthly earnings in 2024, up 34.46% YoY to $ 362 m
• Industry claims visa crisis cost country in millions of dollars lost in revenue
• Average daily tourist spending stood at $ 181.15 in 2024, while overall average stay was 8.42 nights 
• Jan.-Dec. tourists spent over 17.29 m nights in Sri Lanka
• Sri Lanka Tourism aims to welcome 3 m tourists and earn $ 5 b this year
• Focuses on attracting high-end tourists, with plans to lift daily average spending per visitor 

By Charumini de Silva

Sri Lanka’s tourism industry has made an impressive recovery in 2024, generating over $ 3.2 billion in revenue, registering a substantial 52.38% year-on-year (YoY) increase achieving its revised target.

December also proved to be a stand out month with the industry raking in over $ 362 million, recording the highest monthly earnings for the year. This reflected a robust 34.46% YoY increase and a notable 33% improvement over November 2024. Last year’s performance marks the fifth highest tourism revenue ever registered and the highest since 2019.

However, the sector’s potential for 2024 was undercut by policy delays and logistical challenges, which industry stakeholders argue cost the country in millions of dollars lost in revenue.

As per the provisional data by Sri Lanka Tourism Development Authority (SLTDA), the average tourist expenditure per day in 2024 stood at $ 181.15 which is higher than $ 164.4 registered in 2023, while the overall average stay was 8.42 nights, slightly below 8.44 nights in 2023.

Industry stakeholders claimed the delayed reactivation of the Electronic Travel Authorisation (ETA) system, despite a Supreme Court mandate for its immediate enforcement was a major administrative hiccup for the industry. It was believed that this policy decision has deterred around $ 45,000-50,000 potential visitors in August alone, leading to an estimated revenue loss of $ 80-100 million.

In 2024, tourists spent over 17.29 million nights in Sri Lanka compared to the over 12.55 million registered in 2024. However, December 2024 saw a slight shorter stay of 8.04 days, whilst July recorded the highest duration with an average of 9.65 days.

Originally, SLTDA had set its sights on 2.3 million arrivals and over $ 4 billion in revenue for 2024. However, the visa-related crisis enforced a downward revision of its targets to 2.1 million arrivals and over $ 3 billion income. The sector ended the year with over 2.05 million arrivals, falling short of the revised arrivals target by just 2.2%, though it was the third highest visitors registered.

The industry champions said while 2024 demonstrated the resilience, the numbers highlight both the potential for growth and the unforeseen challenges. They expressed optimism on the new administration in ensuring smoother operational framework to capitalise on what promises to be a more robust performance in the years ahead, whilst focusing on attracting high-end tourists, with plans to lift daily average spending per visitor.

Sri Lanka Tourism has set ambitious goals for 2025, aiming to attract 3 million visitors and generate $ 5 billion in revenue. The long-term vision targets 5 million annual arrivals and $ 8.5 to $ 10 billion in earnings by 2030.