New Tourism Data Highlights Progress, But Marketing Falls Short

Sri Lanka’s most comprehensive tourism survey has revealed strong visitor interest but weak sector performance due to poor promotion and slow government response. Conducted from July 2024 to June 2025, the SLTDA–MDF study surveyed over 16,000 inbound and outbound travellers, uncovering rising demand among young, digitally driven tourists and a growing segment of women travellers seeking culture and nature.

While the findings present a roadmap for product development and targeted marketing, tourism earnings for the first ten months of 2025 have not kept pace with 2024 levels. Industry analysts blame inconsistent digital promotion, unclear strategies, and inexperienced leadership.

The data shows that 46% of bookings occur online, 58% of arrivals are women, and Ella, Galle, and Sigiriya remain top attractions. Experts warn that unless Sri Lanka modernises its digital presence and adopts evidence-based marketing, the sector will continue to underperform despite increasing arrivals

 

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