As Sri Lanka’s peak winter tourism season draws to a close, industry leaders are sounding the alarm for immediate governmental action to implement the long-overdue free-visa scheme targeting 39 countries. This initiative, originally approved in August 2024 and slated for rollout on October 1, 2024, has been mired in bureaucratic delays and political transitions, hindering its potential to bolster summer tourist bookings.
The Imperative for a Free-Visa Policy
The proposed free-visa policy is not merely a bureaucratic formality; it’s a strategic move to enhance Sri Lanka’s appeal as a tourist destination. By offering visa-free entry to nationals of 39 countries, the nation aims to remove travel barriers, thereby encouraging more visitors. Tourism Minister Vijitha Herath emphasized the government’s commitment to this initiative, stating that a Cabinet paper would be formalized and presented to Parliament as a gazette notification, with plans expected to be rolled out soon. Sri Lanka Business News –
Industry Stakeholders Advocate for Prompt Implementation
Key industry figures, such as Nishad Wijetunga, Spokesman for the Sri Lanka Association of Inbound Tour Operators (SLAITO), have highlighted the policy’s potential to boost summer bookings. The Hotels Association of Sri Lanka (THASL) echoed this sentiment, noting that in the absence of targeted marketing campaigns, the free-visa program could serve as a catalyst for increased reservations. They warned that further delays could impair Sri Lanka’s competitiveness in the global tourism market.
Stalled Global Tourism Promotional Campaign
Compounding the issue is the postponement of a much-anticipated global tourism promotional campaign. Initially scheduled for September 2024, it was later reimagined as a unified national tourism brand to launch in January 2025, but remains uninitiated. Sri Lanka Tourism now plans to proceed with the campaign initially prepared for September 2024—sans taglines—while a digital marketing strategy is set to commence in April.
Ambitious Targets Amidst Stiff Competition
For 2025, Sri Lanka Tourism has set an ambitious goal of attracting three million tourists and generating $5 billion in revenue. However, stakeholders caution that competing destinations are actively enticing visitors with visa-free entry, strategic marketing, and expanded connectivity, placing Sri Lanka at a potential disadvantage. Despite recording over half a million tourist arrivals in the first two months of 2025, industry leaders warn that without swift action on visa and promotional strategies, this momentum could wane, diverting potential visitors to more competitive locales.
The urgency for implementing the free-visa scheme and launching comprehensive promotional campaigns cannot be overstated. These measures are pivotal to sustaining and enhancing Sri Lanka’s tourism growth, ensuring the nation remains a compelling destination in an increasingly competitive global market.