Sri Lanka Tourism has recorded a strong surge in international visitor arrivals in 2025, with the United Kingdom emerging as one of the country’s fastest-growing, most valuable tourism markets, and number one long-haul market. Strengthened by renewed traveller confidence, strategic visa reforms, and dynamic destination marketing.
Strong Tourism Recovery
The country’s tourism industry continues its impressive post-pandemic recovery, welcoming over 684,000 visitors by March 2025, marking a 17.6% year-on-year increase. Total international arrivals for 2024 reached approximately 2.05 million, up 38% from 2023, generating over USD 3.17 billion in tourism earnings — a 53% annual increase.
Sri Lanka’s target for 2025 is to attract 3 million visitors and generate USD 5 billion in tourism revenue, reaffirming tourism’s vital role in the national economy and as a key foreign exchange earner.
UK Market — Now Among Sri Lanka’s Top Two Source Markets
As Sri Lanka’s tourism sector continues to regain momentum, new data at the end of September 2025 reveals robust gains in international arrivals, with the United Kingdom cementing its role as a vital source market, second only to India. Enhanced accessibility, policy reforms, and strategic promotions are fueling this upward trajectory.
2025 Arrival Figures & Trends (as at end of September)
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In September 2025, the country recorded 126,379 arrivals, bringing the cumulative total to 1,692,902 for the year thus far.
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Within that September figure, 8,937 UK nationals arrived, making the UK the second-largest source market for that month.
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Across 2025 to date, cumulative UK arrivals reached 160,078, placing the UK firmly in the second position behind India.
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By the first week of October the total arrivals from UK stood at 164,000 recording a further 11.6% overall growth year on year.
These figures underscore a steady rebound in demand, with growth not only returning but accelerating. The UK has shown exceptional growth, now ranking as Sri Lanka’s second-largest source market after India and first long-haul market.
The UK market’s continued expansion is notable in several respects:
Its share of arrivals indicates that UK travellers are increasingly choosing Sri Lanka as a destination not just for beach or sun holidays, but for cultural, nature, and experiential travel. The UK’s performance in September (8,937 arrivals) is a strong showing considering seasonal variation and extension.
The cumulative number (160,078) for 2025 underscores that the UK is a core pillar in Sri Lanka’s inbound strategy and highlights the enduring appeal of Sri Lanka among British travellers, known for their preference for cultural immersion, nature, and experiential holidays.
Policy and Infrastructure Developments
To further facilitate travel, the Government of Sri Lanka has introduced a free 30-day tourist visa for citizens of 35 countries, including the United Kingdom. The policy aims to boost arrivals and position Sri Lanka as a hassle-free destination for global travellers.
In parallel, Sri Lanka Tourism has strengthened its promotional efforts across the UK market, focusing on niche segments such as adventure, wellness, wildlife, and cultural tourism. The country’s latest attractions, including the award-winning Pekoe Trail through the central highlands, new luxury resorts, and eco-experiences, as well as 8 UNESCO sites, continue to draw positive attention from British tour operators and media.
As a result, in 2025, Sri Lanka was selected to host the British Guild of Travel Writers Conference, the result of a long-standing partnership welcoming over 50 travel writers.
Positive Economic Impact
The growth in arrivals has translated into significant socio-economic benefits. Increased foreign exchange earnings support local industries, hospitality, and community tourism initiatives. Regional destinations are also benefiting, with new air routes and road infrastructure improving connectivity beyond traditional tourist hubs.
Sustainability and Future Outlook
With sustainability at the forefront of Sri Lanka’s tourism strategy, the focus remains on balancing growth with conservation. Ongoing initiatives promote responsible tourism practices, protect biodiversity, and ensure visitors enjoy authentic, high-quality experiences.
Sri Lanka Tourism anticipates continued momentum through 2025 and beyond, supported by strategic partnerships with the UK travel trade, greater visibility at international fairs such as World Travel Market (WTM) London, and a robust destination branding campaign across global markets.
“The remarkable increase in arrivals from the United Kingdom reflects both the strong affinity British travellers have for Sri Lanka and our commitment to offering authentic, high-value experiences. With enhanced accessibility, new product offerings, and sustainability at the core of our development, Sri Lanka is ready to welcome even more visitors from the UK.
“The year-to-date figures underscore not just recovery, but a confident resurgence – and the performance of British travellers is especially heartening,” said Buddhika Hewawasam, Chairman, Sri Lanka Tourism Promotion Bureau.
To find out more, join us for a press conference on Wednesday, 05 November from 1.30 to 2.30 pm including a buffet lunch, room 16 & 17 North Gallery, for editorial & content media only contact [email protected] to register or Visit us at WTM on the Sri Lanka Stand No: N11-220 (opening ceremony 10 am 04 November, all are welcome!).
