MDF-SLTDA unveils tourism survey

SRI Lanka's largest-ever tourism survey, “From Data to Decisions: Strengthening Tourism Through Evidence and Collaboration,” was unveiled yesterday, offering policymakers and industry stakeholders a roadmap to shape marketing, product development, and future development.

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The initiative, conducted by the Sri Lanka Tourism Development Authority (SLTDA) with support from the Market Development Facility (MDF) of Australia, saw a 12-month national airport exit survey from July 2024 to June 2025 uncover detailed insights into the motivations, demographics, and spending patterns of travellers entering and leaving the country.

The study, conducted through stratified random sampling, captured responses from 11,731 inbound tourists across all major source markets and 5,000 outbound Sri Lankan travellers, giving every passenger an equal opportunity to participate.

During the launch, both SLTDA and MDF representatives noted that the methodology strengthens the reliability and credibility of the findings, making it one of the most robust tourism data sets produced in recent years.

Most inbound tourists fall between 20 and 35 years, made up 46% of travellers surveyed, with 46% booking through online travel agents and 62% opting to travel independently. This cohort is defined by disposable income, a desire for immersive experiences, and ease of travel enabled by digital booking platforms. They travel light, spend strategically and "collect stories, not souvenirs," reflecting a sharp global shift in tourism behaviour.

It revealed that women travellers accounted for 58% of all surveyed arrivals, and over 18% of tourists were repeat visitors. It was revealed that 45% of those surveyed said they planned to return.

Beaches topped the list of favourite experiences, while Galle, Ella, and Sigiriya emerged as the most visited destinations.