After a month of slow growth due to Presidential elections, international tourist arrivals in Sri Lanka gathered pace in October, with 135,907 tourist arrivals, showing an 11.3 pc rise from September and a creditable 24.5 pc increase compared to October 2023.

According to statistics provided by Sri Lanka Tourism Development Authority (SLTDA),  this brought the cumulative total to 1.62 million  arrivals from January 1 to the end of October, underscoring a steady recovery in tourism.

SLTDA says that in October, Sri Lanka’s key tourism markets included India, the Russian Federation, the United Kingdom, Germany and China, with significant growth in visitors from these countries fueling the sector’s expansion.

According to the SLTDA, the latest UNWTO Barometer offers a largely optimistic forecast for international tourism from May to October 2024, with robust recovery anticipated. However, the rebound faces challenges from various factors, including economic pressures like inflation and high fuel costs, geopolitical instability, travel restrictions, visa requirements, low consumer confidence, and ongoing Covid-19 concerns. These hurdles continue to influence the pace of tourism’s recovery.

India dominant source market

According to the SLTDA, Asia and the Pacific have emerged as key players in Sri Lanka’s tourism sector, contributing 50.4 pc of total visitors, while Europe follows closely with 43.1 pc of arrivals. This trend highlights the shifting dynamics within the industry, with both regions serving as significant drivers of growth. It adds that increased demand from major markets like India, the Russian Federation, the UK, Germany and China has substantially bolstered Sri Lanka’s tourism, supported by strong travel connections and favorable conditions.

It says that the Americas make up 4.5 pc of arrivals, with the Middle East and Africa contributing 1.3 pc and 0.8 pc, respectively, adding diversity to the tourism landscape. The substantial presence of European and Asia-Pacific visitors reflects their steady demand, while the smaller shares from the Americas, the Middle East, and Africa present strategic opportunities for targeted marketing and diversification. Expanding engagement with these regions could help Sri Lanka further strengthen the tourism sector, enhancing resilience and driving continued recovery and growth.

SLTDA says that in October, India ranked as the top source market for tourists to Sri Lanka, contributing 26.8 pc of total arrivals. This was followed by the Russian Federation with 7.6 pc, the United Kingdom at 7.5 pc, Germany at 6.8 pc and China at 6.1 pc. These figures underscore evolving travel preferences and reveal a notable increase in visitors from emerging markets like Bangladesh, along with renewed interest from established markets such as France compared to the previous year.

According to the SLTDA, the rising significance of markets like France points to shifting trends in Sri Lanka’s tourist sources, creating valuable opportunities to expand and diversify the visitor base. The decline in visitors from Russia is noteworthy, though the introduction of charter flights in November is expected to stimulate recovery in that market, strengthening Sri Lanka’s appeal and accessibility.

From January to October this year, Sri Lanka experienced a marked increase in tourist arrivals from India, the UK, the Russian Federation, Germany, and China, establishing these countries as the top five international visitor sources. Visitor numbers from China, the Netherlands, and France also showed significant growth, underscoring Sri Lanka’s expanding appeal in these markets. However, a decline in arrivals from Russia stands out, signaling a shift in the country’s visitor demographics.

This combination of growth and decline highlights the importance for Sri Lanka to diversify its tourism markets, enhancing resilience and ensuring sustainable growth amid an evolving global travel landscape. By broadening its reach to include emerging and diverse markets, Sri Lanka can better weather fluctuations in specific regions and build a stronger foundation for continued success in the tourism sector.

SLTDA adds that an in-depth analysis of tourist motivations for visiting Sri Lanka reveals several core drivers. Leisure and vacations lead the list, accounting for 36.4 pc of arrivals, highlighting Sri Lanka’s strong reputation as a prime recreational destination. Additionally, 6.47 pc of visitors come to reconnect with friends and family, underscoring its appeal for personal and social gatherings. On the other hand, only 1.83 pc of tourists visit for business purposes, indicating a limited emphasis on professional travel.

Meanwhile, 3.78 pc come for Meetings, Incentives, Conferences, and Exhibitions or (MICE), pointing to Sri Lanka’s growing role as a destination for corporate events. The country also attracts niche travellers, with 0.54 pc visiting for Ayurvedic or wellness experiences and 0.22 pc arriving for sports and educational activities.