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Sri Lanka is setting an ambitious target of welcoming 3 million international tourists in 2026, supported by plans to strengthen global marketing and promotional activities, according to Sri Lanka Tourism Development Authority (SLTDA) Chairman Buddika Hewawasam. The renewed push follows an estimated 2.4 million tourist arrivals in 2025, reflecting a steady recovery and growing confidence in the country’s tourism sector.
Speaking in a video statement, Hewawasam said tourism authorities are focused on expanding Sri Lanka’s global reach while building on the momentum achieved over the past year. Alongside the visitor target, Sri Lanka is also aiming to generate around USD 5 billion in tourism revenue, a goal he described as ambitious and demanding but achievable with the right strategies in place.
Sri Lanka had originally set its sights on attracting 3 million tourists in 2025, but the target was later adjusted to 2.4 million in response to global economic conditions and operational challenges. Despite these adjustments, tourist arrivals showed a noticeable increase toward the end of December, even after temporary disruptions caused by Cyclone Ditwah earlier in the month.
Hewawasam highlighted that the growth recorded in 2025 was achieved with limited marketing expenditure, underscoring the effectiveness of targeted strategies. He noted that Sri Lanka did not invest heavily in large-scale global advertising campaigns or broad destination positioning. Instead, tourism authorities focused on carefully selected market segments, which helped drive arrivals without significant promotional spending.
Looking ahead to 2026, the SLTDA plans to adopt a more proactive and expansive marketing approach, leveraging digital platforms, international partnerships, and focused campaigns to attract a wider range of travelers. Officials believe that combining strategic marketing with improved connectivity, diverse tourism offerings, and sustained industry collaboration will be key to reaching the 3 million visitor milestone and boosting overall tourism revenue.
The government views tourism as a critical pillar of economic growth, employment generation, and foreign exchange earnings, with the 2026 targets signaling confidence in Sri Lanka’s continued recovery as a leading travel destination in the region.
