A growing number of Kiwis are discovering Sri Lanka as a travel destination for the first time – but even with a massive uptick in visitor numbers from New Zealand post-pandemic, Sri Lanka’s tourism experts see plenty of untapped potential in our market.
The island nation in South Asia is building a reputation on the global stage as a safe but exciting destination with an impressive breadth of experiences, from family-friendly escapes to adrenaline-fuelled adventures and restorative wellness retreats.
But despite 70% growth in Kiwi visitor numbers between 2023 and 2025, the tropical paradise recently ranked the world’s top trending wellness destination by BookRetreats.com remains something of a hidden gem among Kiwi travellers.
Sri Lanka Tourism Development Authority chairman Buddhika Hewawasam wants that to change, and hopes recent roadshows in Auckland and Christchurch can accelerate that momentum.
Held on August 31 in Christchurch and September 1 in Auckland, the Sri Lanka Tourism Roadshows provided a platform for local travel professionals to connect with more than 50 leading Sri Lankan suppliers, tourism operators and accommodation providers.
The B2B showcases offered exclusive insights into the country’s latest products and experiences, helping agents and operators create customised and competitive packages for their customers.
The roadshows also provided a valuable networking opportunity, with face-to-face discussions over traditional Sri Lankan refreshments helping foster new relationships and business opportunities between local professionals and their Sri Lankan counterparts.
“We have seen there isn’t much awareness about Sri Lanka among most New Zealanders, so we thought we might be able to pitch ourselves better by doing these roadshows,” Hewawasam explains.
Last year was “one of the best years” for Sri Lanka’s tourism sector, he says, with 2.36 million tourist arrivals recorded. Of those, 13,456 were New Zealanders. While that figure was “not very high compared to other destinations”, Hewawasam notes it represented a significant year-on-year increase, up from 7913 in 2023 and 11,282 in 2024.
Moving forward, Hewawasam says he sees “immense potential” in the New Zealand market, pointing to a natural fit between Kiwis’ sense of adventure and Sri Lanka’s wealth of outdoor and active experiences – as well as the long-standing sporting connection.
“We and Kiwis are very similar, especially with certain sports like rugby and cricket: there’s a bond there between our two countries,” he says.
“There is also a real interest in our rich, transformative experiences, [such as] meditation, yoga, and Ayurvedic retreats. Australia and New Zealand are key tourism markets that are searching for spiritual experiences and wellness tourism.”
Sri Lanka’s year-round appeal is well suited to the New Zealand market, Hewawasam says, with the Kiwi winter offering another attractive time to visit. Those travelling between April and September can benefit from reduced crowds and lower prices.
“New Zealand and Australia are two very important markets that we’re looking at, in terms of [attracting] tourists throughout the year. It’s a very lush, green, tropical destination – and during the Kiwi winters, Sri Lanka is an ideal getaway.”
That seasonal advantage is just one part of Sri Lanka’s broader proposition.
What truly sets the island apart is its extraordinary diversity of climates, cultures and experiences, with lush tropical rainforests, sweeping beaches, coastal mangroves and highland cloud forests packed into one compact island.
At 65,610 sq km, it’s possible to drive from one end of the country to the other in around 10 hours – and within just a few hours of travel, visitors can find themselves in an entirely different environment, with a new set of experiences to match.
“That’s something we can offer to the world. In other destinations, you may have to travel days to get to a different climate. Here, if you want to go from beaches to hills, it will take only hours.”
There are currently no direct flights between New Zealand and Sri Lanka, with the shortest journey from Auckland to Colombo taking just under 16 hours with a stopover in Singapore. Transit through Sydney and Melbourne is also becoming more popular – particularly the latter, as it boasts both direct SriLankan Airlines services to Colombo as well as Jetstar’s new three-times-weekly direct service.
Hewawasam hopes the roadshows will help advance conversations around air connectivity, complementing a free 30-day tourist visa for New Zealanders that makes visiting the island otherwise relatively straightforward.
Looking ahead, he hopes the momentum generated by the roadshows, alongside an upcoming global tourism campaign, will help double Kiwi visitor numbers to Sri Lanka in 2027.
“We know we have Sri Lankan diaspora in both Christchurch and Auckland – but beyond that, we want to reach other New Zealand communities and people who are willing to travel and gain new experiences, to create a higher level of awareness.
“By [continuing to] connect with airline partners and tourism operators, we want to bring more and more New Zealanders to Sri Lanka.”
For more information on the Sri Lanka Tourism Roadshow and B2B Meetings, visit sltourismnz.o2o.com. For more information on Sri Lanka tourism, including attractions, sustainability and visas, head to sltda.gov.lk/en.