Sri Lanka’s tourism sector continues to experience dynamic shifts in source markets, with the latest figures from the Sri Lanka Tourism Development Authority (SLTDA) revealing a notable change—France has surpassed China as the fifth-largest source of tourist arrivals in February and March 2025.
Decline in Chinese Tourist Arrivals
China, a traditionally strong source market for Sri Lanka, recorded a steady decline in tourist arrivals for two consecutive months. In February 2025, Chinese arrivals were 11,690, marking a 1.5% drop compared to 14,836 in February 2024. Similarly, March 2025 saw 11,114 Chinese tourists, a 1.4% dip from 12,865 in March 2024.
This downturn comes despite China’s previously strong performance and heightened activity during the 2025 Lunar New Year, when Sri Lanka welcomed 19,809 Chinese tourists—a notable increase over February 2024’s festive season.
France Moves Up the Rankings
In contrast, French tourist arrivals have climbed, pushing France into the top five source markets for both February and March 2025. Historically, France only entered the top five briefly in April 2024. This shift signals renewed interest and increased outbound travel from European markets like France, contributing positively to Sri Lanka’s tourism economy.
Strategic Focus on China Remains
Despite the current dip, China remains a key target market for the Sri Lanka Tourism Promotion Bureau (SLTPB). The Bureau has included China in its list of nine priority countries under its upcoming global tourism campaign, set to officially launch at the end of March 2025.
Other countries targeted include India, Germany, the UK, France, Australia, the Middle East, Russia, and Asia-Pacific regions. The SLTPB anticipates a 50% boost in tourist arrivals from these markets in 2025, according to SLTPB Chairperson Buddhika Hewawasam.
To better reach Chinese audiences, SLTPB has also taken to Xiaohongshu (RedNote)—China’s popular lifestyle-focused social media platform—to increase awareness and engagement through visually rich content.
Key Takeaways
- China slipped to sixth place in February and March 2025.
- France climbed to the fifth position, reflecting stronger demand from European travelers.
- SLTPB continues to target China and other key markets in its 2025 global marketing campaign.
- A notable spike in Chinese visitors occurred during Lunar New Year, but it wasn’t sustained in subsequent months.