Sri Lanka abolishes visa charges for forty nations in a bid to stimulate tourist arrivals
Sri Lanka has taken a significant step towards boosting its tourism industry by removing visa fees for citizens of 40 countries [1][4]. This strategic move, announced by Foreign Minister Vijitha Herath on 25 July 2025, is part of a broader plan to attract 3 million visitors and generate $5 billion in tourism revenue by 2025 [6].
The list of countries benefiting from the visa fee removal 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, as well as Australia and New Zealand [2]. While this move is estimated to result in an annual loss of around USD 66 million in visa revenue, the government believes the economic benefits from increased tourist activity—such as increased spending and job creation—will outweigh this initial loss [1][4].
In July 2025, this strategy contributed to a 6.6% increase in tourist arrivals compared to the previous year, with Indian tourists leading the influx [1][3]. However, to reach its tourism targets, Sri Lanka will need to increase tourist arrivals by nearly a third and grow revenues by nearly two thirds [7].
Beyond visa fee removal, Sri Lanka aims to diversify its tourism portfolio to reduce pressure on over-visited sites like Sigiriya and Arugam Bay, encouraging tourists to explore lesser-known attractions across the country. Infrastructure development and stronger regulatory frameworks are emphasized to maximize revenue from high-value tourists while mitigating environmental and social impacts [2].
Measures include promoting registered, star-rated accommodations, cracking down on unregulated foreign businesses, and enforcing clear visa regulations [2]. However, some experts argue that relying on visa waivers alone risks positioning Sri Lanka as a low-cost destination, which could suppress room rates and deter foreign direct investment [5]. They advocate for more coherent international marketing to highlight Sri Lanka’s unique offerings, attracting higher-value travelers rather than just volume [5].
Malik J. Fernando, chairman of the Sri Lanka Tourism Alliance, claims that the absence of a coherent international marketing campaign is a more significant issue than the visa initiative [5]. Amrit Rajaratnam, Managing Director of hospitality company Island Life, Sri Lanka, considers the visa fee removal a strong step forward in making Sri Lanka more accessible and competitive as a tourist destination [5].
It is yet to be confirmed whether the electronic visa application will still be required going forward [6]. Despite funds being available, no meaningful effort has materialized in regards to a coherent international marketing campaign for tourism in Sri Lanka [6]. The debate continues on whether the visa fee removal is a sufficient step towards achieving Sri Lanka's ambitious tourism targets, with some arguing that it is merely a distraction from strategic failures in tourism marketing.
- To achieve its ambitious tourism targets, Sri Lanka needs to attract higher-value travelers by implementing a coherent international marketing campaign, according to some experts.
- With the visa fee removal, Sri Lanka aims to become more accessible and competitive as a tourist destination, as mentioned by Amrit Rajaratnam, the Managing Director of Island Life, Sri Lanka.
- The government believes that the economic benefits from increased tourist activity will outweigh the initial loss of visa revenue, as a result of removing visa fees for citizens of 40 countries.
- To reduce pressure on over-visited sites, Sri Lanka plans to diversify its tourism portfolio, encouraging tourists to explore lesser-known attractions across the island.
- The electronic visa application process is yet to be confirmed for the future, as it remains unclear whether it will still be required.
