
Sri Lanka’s tourism sector is showing promising signs of recovery, with a 33% year-on-year (YoY) increase in tourist arrivals during the first 10 days of June 2025. The island welcomed 43,962 visitors compared to 33,017 in the same period last year.
The daily average number of tourists also rose significantly, reaching 4,396 visitors per day, up from 3,302 during the first 10 days of June 2024. This uptick is encouraging, especially given that June is traditionally an off-season month for travel to Sri Lanka.
The Sri Lanka Tourism Development Authority (SLTDA) projects 177,257 arrivals for the entire month of June. However, industry stakeholders remain cautious due to a shortfall in arrivals during the first five months of 2025. From January to May, tourist arrivals missed projections by a cumulative 279,452 visitors, underscoring ongoing challenges in converting interest into actual visits despite improving macroeconomic conditions.
Between January 1 and June 10, 2025, Sri Lanka welcomed over 1.07 million tourists, marking a 16% increase compared to 927,196 visitors during the same period in 2024. Notably, arrivals in January, February, and May 2025 exceeded pre-pandemic levels seen in 2018, highlighting Sri Lanka’s renewed appeal as a travel destination.
Despite these positive trends, consistent growth remains elusive. A key hurdle has been the delay in launching a global tourism campaign, which has not been updated in 16 years. The much-anticipated ‘Nation Branding’ campaign, set to launch on June 26, is expected to boost Sri Lanka’s visibility in key markets and drive higher arrivals during the lucrative winter season.
In June 2025, India, the UK, and Bangladesh emerged as the top source markets, contributing 12,362, 3,740, and 2,717 tourists respectively. Year-to-date, India leads with 216,422 arrivals, followed by Russia (111,285) and the UK (100,014). These markets remain central to Sri Lanka’s tourism recovery strategy.
Sri Lanka aims to attract 3 million tourists and generate $5 billion in tourism revenue by the end of 2025. To meet this target, the industry needs to draw approximately 1.93 million visitors 64.2% of the annual goal during the remaining months of the year. So far, the sector has generated over $1.54 billion in revenue in the first five months, with $3.46 billion still needed to reach the target.
In 2024, Sri Lanka’s tourism revenue reached $3.16 billion, a substantial 53.2% increase from $2.07 billion in 2023, reflecting the sector’s strong recovery momentum.
Stay tuned for updates on the upcoming Nation Branding campaign and further developments in Sri Lanka’s tourism industry.