Sri Lanka Tourism is intensifying its promotional strategies towards Indian travellers by hosting different networking events, underscoring the country’s diverse tourism offerings in one of its largest key markets. India continues to be the leading source market, with nearly 200,000 Indian tourists having visited Sri Lanka so far this year.
A key event in this promotional push is a networking evening on a cruise over the Ganges in Kolkata on July 10, 2024. This event will saw Kolkata’s travel agents, industry leaders networking with a strong delegation from Sri Lanka, including the Sri Lanka Convention Bureau (SLCB), the Sri Lanka Tourism Promotion Bureau (SLTPB), and around 30 Destination Management Companies, leading hotels, resorts, homestays, tour operators, and other service providers from Sri Lanka.
The aim of this networking event is to solidify the bonds between Sri Lanka and India, fostering mutually beneficial partnerships in the tourism sector. The surge in Indian visitors has been a driving force behind the upsurge in tourist arrivals, with 198,161 Indian tourists having explored Sri Lanka from January to July 7, 2024. Indian tourists now represent 18 per cent of the total tourism arrivals in Sri Lanka.
In June 2024, Sri Lanka conducted a series of B2B roadshows and networking events in Indore, Vadodara, and Surat to establish a robust brand presence in India. These gatherings aimed to attract more visitors from Madhya Pradesh and Gujarat, positioning Sri Lanka as a year-round tourist destination. By highlighting the varied attractions and progress of Sri Lanka’s tourism sector, these events reinforced the connection between the two nations.
Harin Fernando, the Minister of Tourism, Lands, Sports, and Youth Affairs, expressed gratitude to India for its consistent support in developing Sri Lanka’s tourism. He highlighted Sri Lanka’s economic progress and recovery, noting that tourism earnings surpassed USD 2 billion in 2023 and exceeded USD 1.25 billion in the first four months of 2024. He also emphasised the goal of attracting 2.5 million tourists in 2024, supported by the extension of visa-free entry for Indian tourists.
Looking ahead, Türkiye continues to work closely with Indian travel agents, with initiatives like the OTOAI (Outbound Tour Operators Association of India) mega fam tour playing a significant role in promoting tourism. Running from June 30 to July 6, 2024, this initiative is dedicated to showcasing Türkiye’s myriad attractions to Indian travel agents.
Chalaka D Gajabahu, Chairman, Sri Lanka Tourism Promotion Bureau, emphasised the significant role of tourism as the third-largest revenue stream for the island. He noted the sector’s growth beyond beach tourism to include sports, culture, spirituality, and history. Since 2023, Sri Lanka has established a strong presence in India through B2B roadshows and participation in major travel trade shows like Outbound Travel Mart (OTM) and South Asia’s Travel & Tourism Exchange (SATTE). The strategy has also extended to impactful events in the West and Middle East, such as the World Travel Market in London, ITB in Germany, and Arabian Travel Mart in Dubai.Thisum Jayasuriya, Chairman, Sri Lanka Convention Bureau, highlighted Sri Lanka’s growth as a preferred MICE (Meetings, Incentives, Conferences, and Exhibitions) destination. He noted the success of the 3rd MICE expo in May 2024 and emphasised India’s role as a key target market for MICE travel. The MICE sector saw 9.5 per cent of overall tourist arrivals in 2023, with expectations for this percentage to grow to 12 per cent in 2024. The goal is to achieve earnings of over USD 550 million from MICE tourism in 2024 and US D1.36 billion by 2026.
With 95 flights connecting Sri Lanka to nine Indian cities, travel between the two countries is seamless. Additionally, the integration of India’s UPI for smooth transactions and the ability for Indian tourists to spend in Rupees enhance the convenience and appeal of Sri Lanka as a travel destination.
As Sri Lanka continues to welcome Indian tourists with open arms, the future of bilateral tourism between the two countries looks promising and prosperous.
