Indian tourists outspend some European visitors as Sri Lanka targets 75,000-100,000 monthly arrivals

• SLTDA sets monthly target of 75,000 to 100,000 Indian arrivals, anchoring overall goal of 200,000 tourists a month
• Indian tourists spend US$ 154–157 a day, above the US$ 148 national average and higher than several European markets
• UAE visitors top the spending table at around US$ 195 a day despite minimal volumes

By Nishel Fernando

Sri Lanka’s tourism strategy is shifting from a focus on raw arrival numbers towards prioritising high-yield markets, as data shows regional Asian and Middle Eastern visitors consistently outspending traditional European travellers.

Sri Lanka Tourism Development Authority (SLTDA) Chairman Buddhika Hewawasam last week emphasised that striking a balance between high-volume baseline markets and premium niche segments is critical to meeting national tourism revenue targets. Long-haul travellers often record longer stays but their daily spend varies considerably by market.

To anchor this balance, the SLTDA has set a monthly target of 75,000 to 100,000 Indian tourist arrivals, forming the volumetric base of an overall national goal of at least 200,000 tourists a month. India currently accounts for 20 to 25 percent of total arrivals, or roughly 300,000 of a 1.2 million baseline, with visitors staying an average of five to six days.

Contrary to the perception that Indian tourists are lower-yield visitors, SLTDA data shows they spend an average of US$154 to US$ 157 a day, above the overall foreign visitor average of US$148. “There is a popular perception that Indian tourists generate less income, but that is no longer the case. In fact, Indian tourists spend more per day than the average visitor, and even more than some European tourists,” Hewawasam said.

A regional comparison bears this out. Tourists from India, China, Malaysia and Singapore consistently spend upwards of US$150 a day, while several European source markets fall below the national average, with visitors from Belgium, Austria, the Czech Republic and Denmark spending less than US$145 a day.

 «Sometimes Indian travellers spend more than European tourists,” Hewawasam said, adding that wildlife and marine tourism visitors specifically spend between US$ 160 and US$ 170 a day.

UAE visitors are the highest daily spenders on record, averaging around US$ 195 a day, according to SLTDA tracking data. Visitors from the wider Gulf and Middle East region, including Egypt and Turkey, also spend above US$ 180 a day. However, these markets remain a small share of overall volumes: the UAE recorded just 242 arrivals in January, for instance. To extract greater value from the Indian segment specifically, the SLTDA is promoting niche products such as high-end wedding tourism. 

The island hosted 15 large-scale destination weddings last year, each bringing more than 500 guests over five to six days, alongside more than 25 mid-sized weddings.

Combined with investment in marine tourism, luxury wellness retreats and conference facilities, Hewawasam said the aim is to lift both spend and length of stay. 

“We are positioning Sri Lanka not only as a leisure destination but also as a destination offering diverse experiences,” he said. “Our objective is to increase both tourist spending and the average length of stay by continuously enhancing Sri Lanka’s tourism product portfolio.”