Sri Lanka is witnessing a notable shift in tourist spending patterns, with visitors from the Asia-Pacific region, particularly India, spending more per day than many traditional long-haul markets despite shorter lengths of stay, Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Buddhika Hewawasam said yesterday.
Highlighting changing traveller behaviour, Hewawasam said the average daily expenditure of Indian tourists has increased to around $ 154, exceeding Sri Lanka’s overall average daily spend of $ 148.
‘Sometimes Indian travellers spend more than European tourists,’ he said, noting that visitors travelling specifically for wildlife and marine tourism spend between $ 160 and $ 170 per day, stressing the growing demand for high-value niche tourism experiences.
India remains Sri Lanka’s largest tourism source market by a considerable margin. Year-to-date (YTD), 301,875 Indian tourists have visited the country, accounting for 26% of total arrivals recorded so far in 2026. During the first six days of July alone, 8,192 Indian visitors arrived in Sri Lanka, representing 24% of total arrivals during the period.
Hewawasam said Sri Lanka Tourism has intensified promotional activities across India, covering several major cities, new destinations like Gujarat and Ahmedabad, and market segments as part of its strategy to strengthen its position in the country’s largest outbound travel market.
‘We are positioning Sri Lanka not only as a leisure destination but also as a destination offering diverse experiences,’ he said.
The SLTPB Chairman also pointed to significant differences in spending patterns across source markets. According to data, he said travellers from Malaysia also spend more, though the United Arab Emirates (UAE) records the highest average daily expenditure at around $ 195, while visitors from Egypt and Trkiye spend over $ 180 per day, although they generally remain in the country for around six to seven days. In comparison, tourists from Belgium, Austria, and the Czech Republic spend below $ 145 per day.
However, he said European visitors typically stay between 11 and 14 days, whilst noting that the Asia-Pacific region generates higher overall tourism revenue because of stronger daily spending levels despite relatively shorter visits.
He attributed the changing spending patterns to growing demand for premium and experience-based tourism products.
‘Visitors are increasingly seeking unique and premium experiences, including wellness tourism, cultural experiences, nature-based activities, adventure tourism, and authentic local experiences rather than conventional sightseeing alone,’ he said.
Hewawasam stressed that Sri Lanka Tourism’s strategy is focused on increasing both visitor spending and the average length of stay by diversifying and upgrading the country’s tourism offerings.
‘Our objective is to increase both tourist spending and the average length of stay by continuously enhancing Sri Lanka’s tourism product portfolio,’ he added.