Italian Diplomat Highlights Untapped Tourism Potential Between Italy and Sri Lanka at Colombo Forum

Dr. Alberto Arcidiacono, Deputy Head of Mission at the Italian Embassy in Sri Lanka, delivered a keynote address at a recent forum co-hosted by the Sri Lanka–Italy Business Council, the Embassy of Italy, and Cinnamon Life. His speech underscored the vast yet underutilized potential of Italian tourism to Sri Lanka and outlined several strategic opportunities for growth and collaboration.

Sri Lanka’s Global Appeal and Missed Italian Market Potential

With eight UNESCO World Heritage Sites and a site-to-area ratio higher than any neighboring country, Sri Lanka continues to impress the global travel community. It was recently named one of BBC Travel’s top ten destinations to visit in 2025. In 2024, the country welcomed two million tourists and earned over $3 billion in revenue. However, just 39,000 of these visitors were from Italy, placing the country at only 14th on Sri Lanka’s tourism source market list—despite Italy’s strong travel record to nearby destinations like the Maldives, which received over 144,000 Italian visitors that same year.

Dr. Arcidiacono pointed out that other European countries with comparable or smaller populations—such as the UK, France, the Netherlands, and Poland—sent far more travelers to Sri Lanka. He emphasized the significant room for growth and the missed opportunities in attracting Italian tourists.

Why Italians Choose Other Destinations

Thailand remains the top Asian destination for Italians, drawing nearly 300,000 visitors annually. Dr. Arcidiacono highlighted that Sri Lanka offers many of the same attractions—stunning beaches, rich culture, diverse wildlife, and great food—all of which Italians cherish. One possible reason for the lower Italian numbers could be a lack of visibility and direct connectivity. Currently, there are no direct flights between Italy and Sri Lanka. Introducing a direct route, along with marketing and potentially a visa-free policy, could dramatically change the equation.

Understanding Italian Travel Demographics

Italian tourists come in three primary categories:

1. Budget Travelers: Often younger and adventurous, these tourists prefer homestays, public transportation, and cultural immersion. They bring value to rural areas and represent an important segment.
2. High-End Travelers: This group seeks seamless luxury, quality service, and often uses tour operators. They avoid public transport and expect premium experiences, and Sri Lanka’s luxury properties, including its new seven-star hotel, are well-positioned to serve them.
3. Mid to High-Range Travelers: Representing 44% of the Italian demographic, this group seeks a balance of adventure and comfort. They are open to boutique hotels, self-booked itineraries, and expect reliability and value for money. A dependable transport system and clear digital presence can significantly influence their destination choice.

Adventure Travel and the Rise of the Pekoe Trail

Dr. Arcidiacono also touched on the growth of adventure tourism. Sri Lanka’s Pekoe Trail—recently recognized by TIME Magazine as one of the Greatest Places of 2025—has growing potential to become a standalone reason for Italians to visit, similar to Spain’s Camino de Santiago or Italy’s Via Francigena.

Key Strategies to Grow Italian Arrivals

1. Promote Twin-Destination Packages: Combine Sri Lanka with the Maldives to create dual-nature itineraries that offer culture, tea country, and beach relaxation—perfect for honeymooners, families, and explorers.
2. Maximize Digital Marketing: Leverage social media, influencers, and Italy’s Sri Lankan diaspora to build online visibility. Italians are driven by trends, trust networks, and visual storytelling, making platforms like Instagram and TikTok essential.
3. Focus on Seasonality: Target marketing campaigns around key Italian travel periods—December to February and July to August—to maximize engagement and bookings.

Call for Responsible Safari Tourism and Infrastructure Upgrades

The diplomat noted concerns regarding overcrowding and disorder in national parks. Social media depictions of chaotic safaris deter potential visitors. Regulating the number of vehicles per day and focusing on high-quality, low-impact wildlife experiences could attract a growing niche of luxury safari travelers.

On a positive note, Sri Lanka’s efforts toward sustainable tourism—including the expansion of Bandaranaike International Airport and discussions around direct flights and visa-free access for Italians—are seen as encouraging steps forward.

Conclusion

With over €800 million in total economic exchange between the two countries, Italy is already Sri Lanka’s fifth-largest trading partner. Dr. Arcidiacono closed by emphasizing that there is no reason why Italy should not rise to become one of Sri Lanka’s leading tourism source markets as well. With the right infrastructure, visibility, and marketing, Sri Lanka is well-positioned to unlock a powerful wave of Italian travelers in the years ahead.

TRAVEL AND TOUR WORLD