Tourism focus to shift from mere arrival numbers to maximising visitor spending

• Budget 2025 allocated Rs.500mn for tourism promotion and city branding in key destinations
• President Dissanayake says promoting new tourist destinations is a key government priority
• Plans underway to introduce digital ticketing system to address overcrowding issues

Sri Lanka is setting the stage for faster and inclusive tourism growth, as it is shifting its focus from mere arrival numbers to maximising visitor spending and experience. 

The government has earmarked Rs.500 million for tourism promotion and city branding in key destinations, aiming to elevate the sector’s income potential.

Delivering the 2025 budget speech in Parliament yesterday, President Anura Kumara Dissanayake emphasised that developing and promoting new tourist destinations is a key government priority to expand tourist mobility.

“Steps will be taken to develop local destinations, so as to optimise value generation from each destination with local branding of destinations to reflect the unique cultural value proposition of that destination with required infrastructure facilities.

After identification, the required critical infrastructure development activities will be carried out on a priority basis during the two-year period, 2025-2026,” he said.

In parallel, the government plans to introduce a digital ticketing system to address the overcrowding issues and enhance the sector’s capacity.

Further, Dissanayake noted that Bandaranaike International Airport Terminal Two would be expanded with the support of Japanese investments.

To strengthen tourist security, he highlighted that the government would leverage technology.

“The government will improve tourist safety and facilities through a combination of technology-based solutions, linking the tourist police, government agencies and civic organisations to provide information on tourist attractions, receive security alerts, feedback on tourist experience and monitor complaints to law enforcement authorities,” he said.

Additionally, the government plans to launch programmes aimed at training youth in communication and other essential skills for the tourism sector.

Sri Lanka is targeting three million tourist arrivals and US $ 5 billion in tourism revenue in 2025. (NF)