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This week’s Feature Story deep-dives into Sri Lanka’s growing momentum in sustainable tourism, brought to you by our contributor Hanniel Almasco. When at ITB Berlin in March, Hanniel spoke with key tourism leaders from the South Asian island nation to uncover what’s driving this shift.

We also invite you to join the upcoming webinar, “A Meaningful Pacific Asia Tourism Economy,” where our Co-Founder, Rhea Vitto Tabora, will share her insights alongside a panel of distinguished experts. You’ll find the registration link below. Don’t miss it!

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Sri Lanka, South Asia’s Rising Star in Sustainable Tourism 

Sri Lanka’s tourism sector is roaring back in 2025, positioning the island as a rising star in sustainable travel. After years of crises, from the 2019 Easter attacks to the COVID-19 lockdowns and a 2022 economic upheaval, the country has engineered a remarkable recovery and strategic repositioning.

Garnering global accolades, such as being named among BBC Travel’s Top 25 places to visit in 2025, Sri Lanka is now celebrated for its efforts that benefit local communities, protect the environment, and preserve cultural heritage. 

From Recovery to Reinvention

Post-COVID Recovery 

Sri Lanka’s post-pandemic tourism recovery has been swift and strategic, bouncing back faster than many expected. 

“Over the past four years, we had to rebuild twice…By 2022–2023, the situation gradually improved, and last year, political stability was restored,” recalled Buddhika Hewawasam, Chairman of the Sri Lanka Tourism Promotions Bureau (SLTPB), in an interview at ITB Berlin 2025. 

This resilience is reflected in the numbers: Sri Lanka welcomed 2,053,465 visitors in 2024, a 38% increase from 2023, bringing the country close to its pre-crisis peak of 2.3 million in 2018. Tourism earnings hit US$3.17 billion in 2024 (up 53% year-on-year), providing a much-needed boost to the economy. 

At ITB Berlin in March 2025, Sri Lanka’s pavilion buzzed with optimism. “Sri Lanka doesn’t have competitors; it is a unique country… a small island [that] offers a wide range of tourism experiences,” said Chinthana Duminduhewa, a sustainable tourism expert and academic, highlighting the nation’s rich wildlife, culture, and adventure offerings. 

Such confidence underscores why Sri Lanka stands out in 2025. The country has positioned itself as a diverse and high-quality destination, leveraging sustainability as a key competitive edge.

Market Diversification

Key source markets have been vital to the rebound. Regional travel has surged thanks to eased entry rules.

Sri Lanka even announced visa-free entry for select countries (including India) in late 2024 to spur impromptu trips. India reclaimed its position as the top source of visitors, with over 416,000 arrivals in 2024 (approximately 20% of the total), as Indian travelers take advantage of easy access and short-haul affordability. 

Europe also bounced back with the UK and Germany together contributing over 300,000 tourists, drawn by Sri Lanka’s cultural sites and nature parks. An influx of Russian visitors, nearly 202,000 in 2024, made Russia the second-highest market, as Sri Lanka benefited from Russians seeking alternatives to Western destinations. 

“Our biggest markets are returning… Indian tourists continue to visit, although their stays are short. European markets remain strong, with many from the UK and Germany,” noted Chairman Hewawasam.

He added that Australia is an important segment (particularly surfing holidays during Easter) and that Chinese travelers, a pre-pandemic mainstay, are slowly reappearing. China accounted for about 6.4% of arrivals in 2024 (131,681 visitors), and Sri Lanka is actively courting them with targeted marketing and planned flight routes. 

This diversified market mix, comprising India, Europe, Russia, China, and Australia, is helping Sri Lanka reduce its over-reliance on any single country and focus on quality segments, such as surfers, cultural enthusiasts, and nature travelers.

Sri Lanka’s recovery has been guided by a focus on “quality over quantity.” 

“Sri Lanka follows a unique tourism model. Unlike some other destinations, we do not focus on mass tourism; instead, we cater to high-value travelers. The quality of experiences here is very high,” explained Chairman Hewawasam. 

This philosophy is steering the post-COVID rebound, rather than chasing record numbers at any cost. The country is rebuilding a resilient, upmarket brand that can command higher spending per visitor while preserving the very assets that make it attractive.

Sustainable Tourism Strategies and New Offerings

The government and industry stakeholders have doubled down on eco-conscious initiatives and authentic experiences, recognizing that sustainability is not just an ethical choice but a competitive differentiator. 

In 2024, Sri Lanka achieved a notable milestone by certifying Sigiriya, the ancient rock fortress site, as the country’s first “Sustainable Destination” under a new national program. 

This certification, endorsed by the Global Sustainable Tourism Council (GSTC) and its international partners, ensures that tourism in Sigiriya adheres to rigorous standards in environmental protection, community benefits, and cultural preservation. It signals Sri Lanka’s broader strategy to develop model sustainable destinations that can be replicated nationwide, with several provinces already looking to follow Sigiriya’s lead. 

In parallel, over 200 local businesses have joined the “Good Travel” program for sustainability, and a dedicated Sustainable Tourism Unit now guides industry efforts. These steps demonstrate the country's commitment to institutionalizing eco-conscious practices.

Click below to find out about how air connectivity and investment are used leveraged to lay the foundations for resilient growth.

Webinar: A Meaningful Pacific Asia Tourism Economy 

July 8, 2025, 15:00-16:30 (Bangkok Time, UTC +7)

As tourism across the Asia Pacific region continues its robust recovery, there is a growing call for destinations to look beyond traditional performance metrics and adopt a more holistic, values-based approach to development.

This means placing greater emphasis on community wellbeing, cultural preservation, visitor enrichment, and environmental stewardship.

Meaningful Tourism offers a strategic framework for this transformation—aligning long-term industry resilience with the needs, aspirations, and values of all stakeholders.

The phrase “A Meaningful Pacific Asia Tourism Economy” was officially adopted as the new Vision Statement of the Pacific Asia Travel Association (PATA) during the PATA Annual Summit in April 2025, marking a bold step forward in reimagining the future of tourism in the region.

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