The FCDO advice previously warned visitors could face shortages of food, fuel, medicine and medical services, as well as power cuts, and that their travel in Sri Lanka’s cities and around the island could be impacted by political unrest – advice that dates to the country’s 2022 economic downturn.

It also carried – and continues to carry – prominent warnings about the threat of terrorism in the country following the Easter 2019 bombing attacks on churches and hotels.

Earlier this year, Sri Lanka specialist Experience Travel Group wrote to the government, arguing the country was in a much stronger economic and political position and that the FCDO’s advice was out of date, risking harm to the country’s recovery from the pandemic with the UK currently its third largest source market.

ETG’s open letter was signed by more than 30 parliamentarians, business leaders and celebrities, and was also supported by Aito, of which the operator is a member.

Together with Aito, ETG commissioned research highlighting the power of the FCDO’s advice; a poll of almost 4,000 UK consumers found nearly three-quarters (74%) would turn down a free holiday if it involved travelling to a destination deemed unsafe by the FCDO, while a similar figure would routinely check FCDO advice for destinations in Asia compared with less than half for destinations in Europe.

The letter and the research was later raised in the House of Lords by Lord Naseby, vice-chair of the All Party Parliamentary Group on Sri Lanka, who called on foreign secretary David Cameron to intervene and have the FCDO soften its stance on Sri Lanka.

The FCDO revised its travel advice for Sri Lanka on Friday (5 April), which was welcomed by ETG chief executive Sam Clark and the Sri Lankan government, although Clark said he did not believe the revisions to the advice went far enough, taking particular issue with the wording around the potential for unrest.

The advice previously read: "Protests, demonstrations, roadblocks and violent unrest can happen anywhere across the island at short notice, and security authorities may use tear gas and water cannons against protesters. The authorities may impose restrictions, including curfews, with little or no notice.”

It has since been updated to: "Protests and demonstrations can happen anywhere across the island at short notice, and can become violent. Security authorities may use water cannons and tear gas to control protesters. Large-scale protests in 2022 resulted in violence and loss of life. Movement around the island was difficult due to restrictions such as curfews and roadblocks.”

"We still believe the change does not go far enough, especially in respect of the language around protests that ‘can happen anywhere across the island at short notice’," said Clark. "If the reality on the ground doesn’t match the advice, it undermines faith in the system.”

"While this a major victory for tourism in Sri Lanka, we hope the FCDO continues to review their travel guidance on Sri Lanka.

Martyn Sumners, Aito’s executive director, said he wanted to congratulate ETG "on a well fought campaign". "The advice has a huge impact on the individual traveller, the tourism industry and the economy of Sri Lanka, and we hope British tourists will now be able to make a more informed decision on where to travel across the globe."

Lord Naseby, who raised the issue in the Lords, said he was pleased the FCDO has acted promptly after his intervention. "I hope that this welcome change will mean more British tourists will have the chance to visit this beautiful country that is so dear to my heart."