Looking back at 2025, how did the year perform for Sri Lanka tourism and what are you projecting for 2026, particularly from the UK market?
Last year was one of the strongest years in Sri Lanka’s tourism history. In fact, it was our best year ever, with growth of approximately 25% year-on-year compared to 2024, showing that Sri Lanka has fully recovered and is now firmly back in growth mode.
The UK market has performed particularly well, growing more than 20%, and has consistently been our second-largest source market after India throughout the year.
What is especially encouraging is that UK travel is no longer concentrated only in peak season. Traditionally, we saw strong UK arrivals until March, but now demand is spread evenly across every month. That tells us UK travellers are viewing Sri Lanka as a true year-round destination, with strong levels of repeat visitation as well.
In 2026 we expect this growth to continue. Our focus is on strategic investment, particularly in aviation connectivity, as we recognise the need for additional flights from the UK.
We are also launching a global destination branding campaign in Q1 2026, aimed at repositioning Sri Lanka as a must-visit destination for experience-led travel, while dispersing visitors more evenly across the country.
You mention expanding beyond traditional tourism hotspots – which new destinations are you promoting and what can travellers experience there?
Historically, most tourism activity has been concentrated on the west and south coasts of Sri Lanka. However, the east and north of the country are now a major focus for us, as these regions have been underdeveloped for many years but offer extraordinary potential.
The eastern and northern beaches are among the best in the world, with long stretches of white sand and an extended season of up to nine months, compared with the west coast. These regions also offer incredible wildlife, untouched natural environments and some of the world’s best shipwreck diving sites.
In many cases, the beaches rival and even surpass those found in neighbouring destinations such as the Maldives, while offering a more serene and immersive experience.
We are also developing new wildlife parks, opening up offshore islands, and introducing more experience-led tourism, including wellness, meditation, spiritual retreats and adventure activities. The aim is to diversify the product and spread tourism benefits across the country.
Beyond arrival numbers, how are you measuring success? Are you seeing changes in visitor behaviour, such as length of stay or spending?
Yes, absolutely. Traditionally, the average UK visitor stayed around seven to nine days, but we are now seeing longer stays. There is also much greater demand for tailor-made and curated experiences.
Travellers are increasingly interested in homestays, boutique hotels, community-based experiences and local cuisine, alongside high-end accommodation. This not only increases visitor spend but also ensures money flows directly into local communities. Behaviourally, we are seeing deeper engagement; travellers want to connect with people, culture and place, rather than simply ticking off highlights.
Village-based tourism is growing significantly, and more communities are now participating directly in tourism, offering authentic, immersive experiences that benefit both visitors and locals.
Are you targeting any new market segments beyond Sri Lanka’s traditional audiences, such as honeymooners and gap-year travellers?
Yes. One key growth area is soft adventure tourism. Sri Lanka offers activities such as white-water rafting, hiking, mountain climbing and cycling, but historically these products were under-promoted. We are now actively developing and marketing these experiences, particularly to younger travellers.
Another major focus is wildlife and nature-based tourism. Sri Lanka has extraordinary biodiversity, from elephants and leopards on land to whales and dolphins offshore, making it one of the most compelling wildlife destinations globally.
We are also seeing strong growth in the long-stay and senior travel market, with visitors looking for peaceful, immersive experiences. To support this, we are updating visa policies to allow stays of up to two years, which will appeal to retirees or travellers seeking extended holidays. These experiences are being linked with wellness, Ayurveda, spirituality and meditation retreats, which are increasingly popular.
Overall, we are targeting experience-led segments across different age groups, from younger adventure seekers to senior travellers looking for slow, transformative tourism.
With India a major competitor (for tourist) in the region, how is Sri Lanka positioning itself as both a unique or partner destination?
We see this very much as complementary rather than competitive. South Asia offers an incredible mix of destinations: India, Bhutan, Nepal, the Maldives, each with its own strengths.
Sri Lanka’s advantage is that we are a compact, mid-sized island where travellers can experience beaches, wildlife, culture, heritage, wellness and nature all within short travel distances. In contrast, in larger countries, you often need to travel long distances to access different experiences.
We are increasingly seeing twin- and multi-centre trips, where travellers combine Sri Lanka with destinations like India or the Maldives. Sri Lanka offers greenery, wildlife and culture that complement beach-focused destinations, making it a natural addition to regional itineraries.
Are there any major infrastructure or product developments agents should be aware of for 2026 and beyond?
There has been significant investment in accommodation. Over the past year, around 1,000 new four- and five-star rooms have been added, alongside a strong increase in luxury boutique hotels. In total, around 500 new properties have opened across the island.
This gives agents enormous flexibility, whether their clients are looking for boutique luxury, wellness retreats, homestays or international-brand hotels, there is now a much wider choice across all regions of the country.
Finally, what is your key message to UK travel agents?
The most important message is that Sri Lanka is a true year-round destination. It is open 365 days a year, and there is always somewhere on the island enjoying great weather. While one region may experience monsoon conditions, another will be dry and ideal for travel.
We encourage agents not to think of Sri Lanka only as a winter-sun destination. The shoulder and off-peak seasons offer excellent value, fewer crowds and outstanding experiences.
Connectivity from the UK is also excellent, with daily – and sometimes double-daily – flights from London, as well as extensive Middle East connections via Doha and Dubai, offering up to five or six daily services.
There are still many lesser-known regions and fresh experiences for agents to sell, and we strongly encourage the trade to explore and promote the full diversity of what Sri Lanka has to offer.
