In a move to stimulate travel and tourism, Sri Lanka has decided to remove visa fees for citizens of forty nations.
Sri Lanka is taking bold steps to boost its tourism industry, with the government announcing that it will scrap visa fees for citizens of 40 countries. This move is part of a wider strategy aimed at attracting 3 million tourists and generating $5 billion in tourism revenue by the end of 2025.
The visa fee waiver is expected to make Sri Lanka more accessible and competitive as a destination, according to Amrit Rajaratnam, Managing Director of hospitality company Island Life, Sri Lanka. Thirty-three additional countries have been added to the list of countries benefiting from the visa fee exemption, which includes Bahrain, Belarus, Iran, Israel, Kazakhstan, Kuwait, Nepal, Oman, Pakistan, Qatar, Saudi Arabia, South Korea, Turkey, United Arab Emirates, United Kingdom, Austria, Belgium, Canada, Denmark, Finland, France, Germany, Italy, Netherlands, Norway, Poland, Spain, Sweden, and Switzerland.
The visa fee removal applies to a short stay visa for the countries in question. It is yet to be confirmed whether the electronic visa application will still be required going forward. The move is a continuation of a previous opening up that offered free 30-day tourist visas to citizens of China, India, Indonesia, Japan, Malaysia, Russia, Thailand in March 2023.
The decision to scrap visa fees is part of a comprehensive tourism strategy that also includes targeted marketing, infrastructure investment, and partnership and community engagement. The government aims to enhance marketing efforts to highlight Sri Lanka’s unique cultural experiences, natural beauty, and hospitality. Campaigns will aim to appeal to varied tourist segments like adventure seekers, luxury travelers, and eco-tourists through tailored offerings and innovative packages.
Improving transport networks, expanding hotel capacity, and upgrading digital platforms for easier booking and information access are also key components of the strategy. The government is collaborating with local communities to promote sustainable and authentic tourism experiences that can attract tourists interested in meaningful, off-the-beaten-path journeys.
However, challenges remain. Arrivals in 2025 have grown modestly but unevenly, with monthly arrivals often below needed levels to reach the target pace. India continues to be the largest source market, followed by the UK and Russia. Achieving the ambitious growth requires coordinated efforts from government, industry stakeholders, and local communities.
Some criticize the lack of a coherent international marketing campaign, despite funds being available. Malik J. Fernando, chairman of the Sri Lanka Tourism Alliance, has been vocal in his criticism. Others claim that scrapping the visa fee does not go far enough and is a distraction from strategic failures in tourism marketing.
Despite these challenges, the move towards visa-free travel is in line with the current trend in tourism-driven countries. Globally, countries are adapting the visa-free format to attract more tourists and boost their economies. The visa fee removal is expected to generate a meaningful boost in arrivals, but may not fully close the gap to the 3 million visitor target for 2025.
The move by Sri Lanka to scrap visa fees is a significant step in its tourism growth strategy. It aims to increase visitor numbers by almost 50% and boost revenue by over 60% compared to 2024 levels. The success of this strategy will depend on the government's ability to execute its comprehensive tourism plan and overcome the challenges that lie ahead.
- Amrit Rajaratnam, Managing Director of Island Life, Sri Lanka, believes the visa fee waiver will make Sri Lanka more competitive as a tourist destination.
- The government's tourism strategy includes targeted marketing to attract various tourist segments, such as adventure seekers, luxury travelers, and eco-tourists.
- In March 2023, Sri Lanka had already begun offering free 30-day tourist visas to citizens of China, India, Indonesia, Japan, Malaysia, Russia, Thailand.
- The move to scrap visa fees aligns with the current trend in tourism-driven countries, aiming to attract more tourists and boost the economy.
