Sri Lanka is attracting travellers whose motivations do not fit the country’s traditional tourism categories, according to the Sri Lanka Tourism Development Authority (SLTDA) and the Australia Market Development Facility (MDF). These findings, based on the organisations’ joint airport-exit survey, also revise the previous estimated per-person spend from $171.74 down to $148.26. The decline in daily spend reflects a combination of factors, including inflation trends in key source markets, changes in the Sri Lankan rupee’s exchange rate against the US dollar, and evolving post-pandemic travel habits, such as slightly shorter stays and more selective spending. SLTDA and MDF officials suggest that segmenting visitors by purpose could help capture higher-value tourism opportunities.
For example, many travellers come for wellness, Ayurveda, personal restoration, learning, or nature-based routines, which fall outside broad asset labels like beach, wildlife, or culture. The survey shows that 90% of visitors prioritising Ayurveda do not consider themselves tourists, instead arriving specifically for medical treatment, highlighting a distinct segment with motivations that differ from traditional leisure travellers.
Purpose-Driven Travel Is Shaping Visitor Decisions
The survey of over 11,000 inbound and 5,000 outbound travellers shows that visitors who choose Sri Lanka for personal objectives tend to stay much longer and spend roughly three times more than typical tourists, presenting a significant economic opportunity.
Wellness travel, particularly Ayurveda, is becoming a key driver of Sri Lanka’s tourism, yet it is often treated as an add-on rather than a core offering. Framing these experiences as purpose-driven could support premium pricing, encourage bookings, and deliver measurable health and restoration benefits, meeting international travellers’ expectations while boosting returns for local operators.
Well-established European markets, including Germany and Austria, account for a large share of these travellers, while emerging markets such as Japan and GCC countries are also showing strong interest. According to officials, these visitors also plan their trips deliberately, arranging stays and treatment programmes well in advance when provided with clear, credible information.
Current Segmentation Limits Growth
Despite Sri Lanka’s rich and diverse offerings, promotional efforts remain largely asset-based and generic. According to the SLTDA and MDF, visitors frequently report difficulty comparing programmes or understanding the value of structured wellness and medical treatments. This lack of clarity discourages higher spending and advance bookings, particularly among independent travellers, who now constitute 62% of arrivals. While independent travellers typically stay longer than package tourists, their daily expenditure tends to be lower unless presented with clearly defined, pre-bookable experiences.
MDF research shows that smaller groups and independent travellers often plan their trips further ahead. By developing niche packages, Sri Lanka could attract these travellers more effectively and capture their full economic potential.
Independent Travellers and High-Value Potential
Independent travellers offer major untapped potential if Sri Lanka’s tourism products are better matched to what they are looking for. These travellers stay longer and are interested in niche experiences, such as those who seek guided Ayurveda programmes, defined conservation activities, and so on. When these experiences are clearly packaged and easy to understand, they lead to higher overall spending.
However, the data indicates that many independent travellers do not spend as much as they could because offerings are often unclear or confusing. Operators struggle to explain what their experiences deliver, and online information is limited. This is another reason travellers wait until they arrive to make decisions, which leads them to invest in cheaper, unstructured options. The large number of unregistered accommodation providers also reduces how much traceable value stays in the formal sector.
Women and Younger Visitors Are Shaping Demand
Survey data shows that close to 60% of inbound travellers are women, and nearly half are under 35. These visitors prioritise safety, predictability, structured wellness, and meaningful engagement with nature and community. They are also heavy digital users, seeking clear and accessible information before committing to higher-value experiences.
By contrast, female workers are severely underrepresented in the sector, comprising only about 10% of the workforce, according to MDF officials. The gap between female labour force participation and the proportion of female visitors highlights a mismatch between visitor demographics and industry participation. Given the highly personalised nature of certain services and experiences, such as wellness programmes and guided activities, addressing this gap by building more women-centric experiences and supporting women entrepreneurs could help the tourism sector better capture the value of this market.
Aligning products and services with the needs and preferences of the majority of arrivals not only meets visitor expectations but also creates opportunities for inclusive growth within the industry.
A Path to Higher-Value Tourism
The survey underscores a central opportunity: Sri Lanka does not need to attract entirely new visitors but must better understand and cater to the intentions of those already arriving. By organising tourism around visitor purpose rather than assets, the country can unlock higher-value tourism, encourage innovative product development, and build a more resilient sector. Targeted marketing, clear communication of outcomes, structured offerings, and support for women-led initiatives stand to transform Sri Lanka’s tourism from a low-cost, long-stay model into a high-value, purpose-driven experience economy.
Purpose-driven segmentation could also help diversify tourism geographically, promote off-season visitation, and encourage repeat travel, all while ensuring sustainability. With the right strategy, Sri Lanka can capitalise on its natural and cultural assets while delivering experiences that meet the precise intentions of modern, globally conscious travellers.