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Package visitors spend more, earnings show links to stays and spending
View(s):By Kapila Bandara
Foreign exchange earnings from visitor arrivals fluctuate with the seasons, spending patterns, and the number of days spent in Sri Lanka
Spending and the length of stay in Sri Lanka varies significantly across source countries and throughout the months, and there are also wide differences in spending by solo travellers and those on travel packages.
The number of days a tourist will stay on the island and average spending per day have a bearing on the fluctuation in monthly tourism earnings, data from early this year show.
Overall, the average visitor spending per day has been estimated at US$148.26, (about Rs 45,786) based on a more methodical 12-month survey of visitors leaving Colombo, but data also show that package tourists spend much more in a day compared with individual visitors. A new survey was done by Sri Lanka Tourism Development Authority with support from the Market Development Facility of Australia to gather updated data compared with information from 2019.
The 2018-2019 exit survey counted a small sample of 5,033 over 12 months. It found that individuals spent an average US$181 a day in general, but this, too, varies by country of residence.
Visitors from the United Kingdom who for decades have been drawn to their former colony and who are arriving in larger numbers, and Russians are the big spenders on a daily basis on package tours in 2025.
Package tour visitors from the UK are the biggest spenders per day at US$263.28 (about Rs 81,307) but as individuals they spend US$154.82 (about Rs 47,812).
Russians are the biggest spenders as individuals with US$163.84 (about Rs 50,597) a day. They spend US$201.95 (about Rs 62,367) on package trips.
“Russians are very resilient, no matter what happens, they don’t postpone their trips,’’ a tourism source said. They seek out beach and sea related activities.
Chinese on package tours spend US$190.55 (about Rs 58,846) a day and individuals spend US$155.17 (about Rs 49,920).
Solo travellers from India spend US$154.60 (about Rs 47,744) per day, while spending US$176.49 (about Rs 54,504) on package tours. Their spending is at the low end.
Sri Lanka is well known as one of the best destinations for women travelling solo.
Minister of Foreign Affairs, Foreign Employment and Tourism, Vijitha Herath presented the average daily spending of the top five source markets in Parliament last week.
He cited the range of average per day spending by visitors from the UK (US$154.82-US$263.28), Germany (US$142.27-US$222.82), Russian (US$163.84-US$201.95), Chinese (US$155.17-US$190.55), and Indians (US$154.60-US$176.49).
Wading into the debate on solo visitors whose spending is deemed low, he said they contribute to provincial economies and will likely return with the family. “Their spending goes into homestays, small retailers, and eateries and contribute to local development. He was likely referring to the 20 to 35 year old young adults segment that made up 46% of those surveyed by Sri Lanka Tourism Development Authority. They book online and travel for pleasure and adventure.
Spending per day on food and beverage, accommodation and transport, is calculated with or without airfare and the published data does not count airfare, a tourism source said.
Tourism earnings for the full year are expected to reach US$3 billion, Mr Herath said.
January to 25 December visitor numbers increased to 2.298 million surpassing that of 2024. December arrivals are well below that of 2018 when 253,169 were welcomed. Up to 25 December this year 195,394 visitors have been counted.
Tourism earnings are calculated by multiplying average spend per day by the number of tourists and their average duration of stay.
The average duration of stay varies from month to month and is also seasonal. Europeans visitors stay longer. In 2024, a tourist stayed 8 days on average, lower from 9 days in 2022. Average stay in 2012 was 10 days. Eight day stay is comparable to Vietnam and higher than Maldives at 7 days.
Overall earnings have rebounded from the US$507 million low point in 2021.
First half data show visitors from the Netherlands stayed 16 days in January but 14 days in June. Visitors from the UK stayed 10.5 days in January but 9 days in June. Russians stayed nearly 12 days, Germans about 15 days, and the French and Australians 11.5 days. The longer stays may explain more spending. January earnings came to US$400.6 million.
In May, Indians and Chinese spent 5 days, UK visitors 9 days, Germans 8 days, and Russians 10 days. Earnings fell to US$164m.
From January to February visitors to Sri Lanka from Europe stay longer in the Northern Hemisphere winter months. Visitors on wellness holidays stay for longer at 15 days.
In June, earnings dropped to US$250m. Indians spent less than 5 days, Russians spent 8 days, and Chinese spent 6 days.
Besides, visitor spending patterns have shifted in favor of authentic local experiences including food over accommodation.
SLTDA has said the findings of the July 2024 to June 2025 survey are more credible, relevant for policy making and for decisions by the tourism sector. The survey reported late November, captured responses from 11,731 visitors from all important source markets as well as 5,000 outbound Sri Lankans.
As of November, Indians account for the biggest portion of visitors at 474,796 as a single source market, but are among the lowest spenders. Their numbers have already surpassed that of full year 2024 when 416,974 arrived.
Visitors from the UK add up to 191,742 up to November and Russians make up 158,593.
There were more than 131,250 Germans and 121,670 Chinese.
As a group, the number of Europeans who visit Sri Lanka is far larger.
Visitors from the UK this year have already surpassed the 178,339 who arrived in the full year 2024. Russians in 2024 added up to 201,920.
In 2024, French visitors surpassed the Chinese for the first time.
Tourism earnings are relatively low at some leading hotel groups, which book a mere US$32 million in foreign exchange in a financial year.
Indians and Chinese are short stay visitors of between 5 and 6 days, first half data show.
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