Italian envoy highlights untapped tourism potential in Sri Lanka
The Morning: Italian Embassy in Sri Lanka Deputy Head of Mission Dr. Alberto Arcidiacono emphasised the untapped potential of Italy as a source market for Sri Lankan tourism during a recent forum titled Winning and Retaining Italian Tourists.
The event, organised by the Sri Lanka-Italy Business Council, the Embassy of Italy, and Cinnamon Life, highlighted actionable strategies to attract higher-spending Italian travellers.
Despite Sri Lanka’s appeal, eight UNESCO World Heritage Sites and recognition among BBC Travel’s top 10 destinations for 2025, Italy ranks only 14th in tourist arrivals, with just 39,000 visitors in 2024.
By comparison, the Maldives, a far smaller destination, drew over 144,000 Italian tourists. Even European peers like France (88,000 visitors) and the Netherlands (exceeding Italy’s numbers despite a smaller population) outperform Sri Lanka in capturing this market.
The absence of direct flights between Italy and Sri Lanka is a major barrier. Introducing nonstop routes, coupled with visa-free entry (as seen in Thailand and Vietnam), could significantly boost visibility, according to Arcidiacono.
He further said that Italians aged 40-69, who prioritise comfort alongside cultural exploration, represent 44% of the demographic. These travellers seek boutique hotels, reliable transport, and value-for-money experiences, areas where Sri Lanka already has infrastructure but needs sharper marketing.
High-end tourists, drawn to Sri Lanka’s luxury resorts, and adventure seekers, attracted by offerings like the Pekoe Trail (featured in TIME’s Greatest Places of 2025), present complementary growth avenues.
He also urged Sri Lanka to partner with Maldivian resorts to promote combined itineraries, capitalising on Italy’s strong demand for the Maldives (a top-5 source market). Italian travellers heavily rely on social media and peer reviews. Targeted campaigns on Instagram and TikTok, alongside influencer collaborations, could enhance Sri Lanka’s appeal.
OSL take:
While Sri Lanka’s tourism industry is on a steady growth path, statements by foreign envoys like the Italian envoy gives further credence to the fact that the tourism industry possesses much potential yet to be explored. In other words, the untapped potential in the local tourism industry indicates a host of new business/investment opportunities in the industry. With Sri Lanka being identified as a must visit tourist destination while local tourism authorities are looking at further expanding the tourism concepts promoted by the country, there are many opportunities for grabs where foreign businesses/investors are concerned. These opportunities range from the identification of new tourism concepts to the development of infrastructure and supplementary infrastructure facilities required to meet the increasing demand. The steady increase in foreign travelers to the country, the expansion programmes undertaken by local businesses in the industry and the interest shown by international leisure and hospitality brands to enter the Sri Lankan tourism industry serve as confidence boosters for foreign businesses/investors to engage in business/investment opportunities in the industry.
| Article Code : | VBS/AT/20250418/Z_2 |