The UK has overtaken Russia to become Sri Lanka’s second-largest tourism source, following India.
- In 2024, UK visitor numbers reached nearly 147,000, surpassing Russia’s 135,600 arrivals.
- Sri Lanka aims to diversify UK tourism, targeting various segments from luxury to adventure travellers.
- Efforts include promoting less-visited regions through new projects, such as the Pekoe Trail.
- Anticipated Blue Flag certifications for five beaches by early 2025 signal ongoing improvements.
In a significant shift within the tourism landscape, the United Kingdom has emerged as the second-largest source of tourists for Sri Lanka, trailing only behind India. This marks a notable change from 2023 when Russia held the second spot with nearly 200,000 visitors, overshadowing the UK’s 130,000 arrivals. However, 2024 has witnessed the UK’s numbers swell to almost 147,000, overtaking Russia’s current count of approximately 135,600 visitors.
The Sri Lanka Tourism Promotion Bureau, led by Chairman Buddhika Herwawasam, has actively sought to diversify its appeal to the UK market. The initiative targets a broad spectrum of travellers, including young adventurers, luxury seekers, and business tourists. Herwawasam remarked on the evolving focus towards “diversifying our UK market segments,” aiming to enrich visitors’ experiences across various interests.
One of the standout strategies involves enticing UK tourists to explore lesser-known regions of Sri Lanka. As part of this effort, the introduction of the 186-mile Pekoe Trail at the end of 2023 seeks to offer a unique trekking experience through the country’s picturesque highlands and renowned tea trails. This move underscores Sri Lanka’s commitment to presenting fresh travel opportunities to its visitors.
Further illustrating Sri Lanka’s forward-thinking approach, Herwawasam expressed confidence in the attraction of experience-based products. He cited activities such as birdwatching and shipwreck diving as being of significant interest to UK tourists, with cycling following closely as a rising trend. The country’s strategic efforts aim at enhancing its tourism offerings to align with the interests of an experience-seeking audience.
Looking ahead, Sri Lanka is on track to receive its inaugural Blue Flag certifications for five beaches located in the southern region by the end of the first quarter of 2025. These certifications will not only confirm the quality and safety of the beaches but also reinforce Sri Lanka’s reputation as a desirable destination, as noted by Herwawasam who highlighted the collaborative efforts with marine agencies and local communities in achieving this status.
Sri Lanka’s strategic initiatives reflect a robust effort to harness the growing influx of UK tourists and enhance its global tourism appeal.
