Earnings from tourism grew at a healthy rate of 46.7 per cent to US dollars 736 million during the first eleven months of 2011, compared to the corresponding period of 2010, stated the Central Bank issuing 'External Sector Performance – October 2011' report.

Average earnings per tourist for per day increased to US dollars 97 for the period under review from US dollars 88 for the same period in 2010, the Bank said.

The tourist arrivals for the first eleven months of 2011 increased by 33.1 per cent to 758,458 compared to first eleven months of 2010. The majority of tourists numbering 281,484 arrived from Western Europe while arrivals from Middle-East, East Asia, South Asia and Australasia also recorded healthy growths during this period, the Bank further said.

Achieving another remarkable milestone in the country’s booming tourism industry, Sri Lanka Tourism welcomed the arrival of the record 800,000th tourist in 2011 at the Bandaranaike International Airport recently.

At the beginning of year 2011 Sri Lanka Tourism launched their marketing campaign named as "Refreshingly Sri Lanka – Visit 2011",with the aim of showcasing Sri Lanka as an Island of new found freedom ; a place where the visitor can experience everything that is refreshing under the sun .With this new branding , Sri Lanka tourism promoted 8 segments encapsulating 8 wonderful experiences which a tourist can enjoy within eight days such as: Pristine ,Heritage ,Bliss, Thrills, Festivities, Essence, Scenic beauty and Wild Life.

All promotional activities and events in the next couple of years will be aimed at achieving the target number of 2.6 million tourists by 2016, states the Sri Lanka Tourism Development Authority.