Tourism earnings gain, but momentum slips without marketing pull

Wednesday, 14 May 2025 00:00 - - {{hitsCtrl.values.hits}}

April tourism earnings hit $ 256.7 m, up 13.8% YoY—but lowest monthly inflow in 2025
First four months income up 10.2% YoY to $ 1.37 b
Industry warns seasonal slowdown worsened by delay in global marketing campaign

Sri Lanka’s tourism earnings in April registered $ 256.7 million, reflecting a 13.8% increase year-on-year (YoY), but also marking the lowest monthly income in 2025 so far.

As per the latest data released by the Central Bank, on a month-on-month basis, April earnings saw a 38% decline, highlighting the challenges of sustaining momentum without consistent strategic promotion. Despite this, April 2025 inflow remains the highest recorded for the month since the onset of the COVID-19.

However, on a cumulative basis, the first four months of 2025 have outpaced last year’s performance. It registered over $ 1.37 billion in 2025, registering a 10.2% YoY increase—a milestone which took five months to reach a comparable revenue level last year. Industry experts are optimistic about the sector’s resilience, but have reiterated concerns regarding the lack of cohesive and timely promotional efforts. Reflecting on April numbers, industry stakeholders argue that seasonal travel patterns alone do not fully explain the downturn, pointing to the authorities delay in launching its promised global tourism campaign as a missed

opportunity.

“There is only so far we can go with organic footfall. We are competing with destinations that are spending heavily on promotion. Without visibility, we will fall behind,” they claimed.

Sri Lanka Tourism has set an ambitious target of attracting 3 million tourists and generating $ 5 billion in revenue for 2025.

Experts insist on the need for strategic direction to truly thrive in a global competitive market.

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