Sri Lanka projected to emerge as one of world’s fastest-growing travel destinations in 2025

Sri Lanka is expected to rank among the world’s fastest-growing travel destinations in 2025, with tourism spending forecasted to increase by 40 percent, according to the 2024 WTM Global Travel Report, published in partnership with Tourism Economics.

The report positions Sri Lanka as Asia’s leading destination for tourism spending growth next year, followed by Laos, at 30 percent and Cambodia, at 29 percent.

“The slower travel recovery of China is weighing on the regional outlook in Asia. This is disproportionately impacting the nearby countries like Thailand and Vietnam, which are particularly reliant on Chinese travellers. While recovery to 2019 levels remains behind, overall tourism spending growth is expected in each of the 20+ territories in 2025 compared to 2024,” the report noted.

By 2030, Sri Lanka’s inbound tourism spending is projected to grow by 109 percent, with the country set to remain the second fastest-growing tourism destination in Asia, trailing only Thailand, which is expected to see a 147 percent increase.

Globally, the number of international overnight arrivals per year is projected to grow from 1.5 billion this year to exceed two billion before the end of the decade.

The report also indicates that developed markets will continue to dominate as the largest sources of outbound travel, though emerging markets are expected to gain importance. China, the United States, Germany, the United Kingdom, France, India, Russia, Canada, South Korea and Australia have been identified as the top outbound growth markets for the 2019-2030 period.

The challenging economic environment is shaping a more cost-conscious consumer. According to a recent survey by Tourism Economics, over 80 percent of tourism experts believe price sensitivity will increasingly influence travel spending in 2025. However, consumers continue to prioritise travel, despite a trend toward value-seeking.

The Tourism Economics Travel Trends Survey (TTS) revealed that three-quarters of respondents are still prioritising travel but are opting for more cost-effective options.

“Travelers are also increasingly drawn to new destinations and experiences. The average length of stay for international travel remains elevated, with some shorter trips being sacrificed in favour of longer stays to explore destinations more fully as part of the slow travel trend. The overwhelming majority of TTS respondents expressed a growing interest in meeting locals or learning about local culture,” it added.

The WTM Global Travel Report provides a comprehensive tourism outlook, covering all major bilateral tourism flows in terms of visits, nights and spending, along with unique industry insights. The report’s projections are based on an extensive data bank that includes more than 185 countries worldwide as destinations and origin markets.