COLOMBO: Saudi Arabia is one of Sri Lanka’s priority markets for tourism, authorities have told Arab News, as the island nation seeks to attract more visitors from the Kingdom to diversify its tourist base.

Tourism has been on the mend in Sri Lanka as the island nation recovers from the impact of the COVID-19 pandemic and its worst economic crisis in decades.                                                                                                                                                                                                                                                                                                                                                         

In 2024, the sector that is traditionally one of key sources of foreign reserves welcomed more than 2 million tourists and earned about $3 billion.

To further boost its hospitality sector, Sri Lankan officials are planning to lessen its reliance on conventional tourist markets and target new visitors, especially those from Saudi Arabia.

“Recognizing the immense potential of the Saudi market, Sri Lanka has positioned Saudi Arabia as a key priority in its tourism promotion efforts,” Madusha Perera, assistant director for marketing at the Sri Lanka Tourism Promotion Bureau, told Arab News recently.

“The country aims to tap into the growing outbound travel market in Saudi Arabia, which has shown an increasing interest in international destinations. By focusing on this market, Sri Lanka seeks to diversify its tourist base and reduce its dependency on traditional source markets.”

In October, the Sri Lankan government began issuing free tourist visas to visitors from 35 countries, including Saudi Arabia.

Last week, the SLTPB and Sri Lankan Embassy in Riyadh hosted a special roadshow in the Saudi capital and Dammam to showcase its tourism offerings and forge new partnerships with key players in the Kingdom’s travel industry.

To attract more Saudi tourists, Sri Lankan officials have prepared special packages that cater to the market.

“Sri Lanka offers a culturally rich experience that resonates with Saudi tourists,” Perera said. “The country is enhancing its offerings by including halal-friendly services and Arabic-language resources.

“These initiatives are designed to provide a comfortable and familiar environment for visitors from Saudi Arabia.”

These recent efforts built upon Sri Lanka’s historical ties with Saudi Arabia, which has been rooted in people-to-people relations, said Sri Lanka Ambassador to Saudi Arabia Ameer Ajwad.

The roadshows last week were held after a years-long hiatus, he added.

“The events were immensely productive and helped to forge business collaborations in the tourism industry,” he told Arab News.

With its famous palm-fringed white beaches, seaside resorts offering water sports, and UNESCO cultural sites, Sri Lanka is a destination that fits well with the preferences of Saudi tourists.

“Sri Lanka offers a wide array of facilities from luxury family getaways and wellness retreats to wildlife safaris, cultural experiences, natural beauty, family-friendly activities and halal-friendly travel which are mostly preferred by Saudi tourists,” Ajwad said.

“We shall continue to organize roadshows in all major cities of Saudi Arabia to strengthen ties with Saudi Arabia’s outbound travel partners and other tourism promotional activities,” said Ajwad.

The aim is to position the island nation as a “premier, year-round destination for (the) Saudi family, luxury, and experiential tourism.”