Sri Lanka aims to boost tourism industry by targeting Saudi Arabia

• Sri Lanka’s tourism industry has been a key source of foreign reserves.
• The tourism industry fell to less than 1% in 2020 due to the COVID-19 pandemic.
• The government announced free tourist visas to 35 countries.

Authorities said on Monday that Saudi Arabia is an important market for Sri Lanka’s tourism. The island nation aims to attract and cater to more visitors from the Kingdom to further boost its hospitality sector.

Tourism has traditionally been one of Sri Lanka’s key sources of foreign reserves, generating around $4.4 billion in 2018 and contributing 5.6 percent to the gross domestic product. However, this figure fell to less than 1 percent in 2020, when the COVID-19 pandemic halted international travel.

Since then, Sri Lanka has launched several initiatives to revive its tourism industry, particularly after the country plunged into its worst economic crisis in history. The strategies include targeting the Middle East as a key market, with a special focus on Gulf countries and especially Saudi Arabia.

Last Thursday, the Sri Lankan government announced that it would issue free tourist visas to visitors from 35 countries, including Saudi Arabia. Authorities in Colombo highlighted Saudi Arabia as one of the nation’s top potential markets.

“Saudi Arabia is an important source market for Sri Lanka … Sri Lanka would become a more attractive option compared to other destinations that still require visas for Saudi citizens. It could further increase the arrivals due to the convenience,” Sureshni Pilapitiya, assistant director at Sri Lanka’s Tourism Promotion Bureau, told the News.

She added that Sri Lanka’s tourism offerings, such as beautiful beaches, cultural experiences, and nature reserves, “align well with the preferences of Saudi tourists.”

“Sri Lanka has the potential to cater to the needs of Saudi tourists by offering halal-friendly services … The relatively short flight time between Saudi Arabia and Sri Lanka makes it an attractive destination for both short vacations and extended stays.”

The spending power of Saudi visitors and their tendency to travel during off-peak seasons “can help Sri Lanka stabilize its tourism industry year-round,” Pilapitiya said.

With the newly announced visa-free policy starting in October for Saudi travelers, Sri Lankan tourism players have become more optimistic.

“The introduction of visa free-of-charge access is a game-changer for Sri Lanka’s tourism industry. For markets like Saudi Arabia, which has tremendous potential, this move will undoubtedly lead to increased interest and arrivals,” Sabry Bahaudeen, president of the IATA Agents Association of Sri Lanka, told the News.

“We are optimistic that this will help us tap into the high-yield tourism segment that is crucial for the industry’s growth.”

Saudi Arabia represents a “potentially lucrative market for Sri Lanka,” he added.

“As a nation known for its high-spending travelers, the Saudi market aligns perfectly with Sri Lanka’s objective of attracting tourists who will contribute significantly to the local economy,” Bahaudeen said.

“With visa free-of-charge travel now in place, Sri Lanka hopes to see a surge in visitors from the Middle East, especially from Saudi Arabia.”

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