Sri Lanka sets its sights on welcoming two million tourists by the end of 2023 and targets its neighbouring South Indian cities to achieve its goal. The country’s tourism board has conducted a series of roadshows in Chennai, Cochin and Bangalore to promote its destinations and tourism products. Over 30 Sri Lankan travel agencies and hotels participated in the event, led by Sri Lanka’s Minister of Tourism, Hon. Harin Fernando.

Hon. Harin Fernando, Minister of Tourism & Lands, along with Mr Chalaka Gajabahu, Chairman Sri Lanka Tourism Promotion Bureau and Mr Thisum Jayasuriya, Chairman Sri Lanka Convention Bureau, addressing the media.

India is an important market for Sri Lanka as it has driven tourism. In the first three months of 2023, the island welcomed over 46,000 Indian tourists, making it the top source of visitors. With an ambitious promotional campaign underway, Sri Lanka aims to attract two million Indian tourists this year, a figure that would generate an estimated $3 billion in tourism revenue.

Sri Lanka’s tourism offerings range from wellness and yoga to beaches, shopping, cuisine, adventure and wildlife. Its extensive legacy of 2,500 years also makes it a strong draw for the Indian market. The Ramayana Circuit, a religious travel initiative, is another attraction. Sri Lanka’s proximity and excellent connectivity make it an attractive and cost-effective option for MICE travellers (meetings, incentives, conferences and exhibitions).

To showcase Sri Lanka’s potential for MICE tourism, the country hosted its first-ever MICE expo in March 2023. It welcomed 80 participants from India alone. Sri Lanka’s Chairman of the Convention Bureau, Thisum Jayasuriya, said the country is quickly becoming a popular destination for meetings, conferences and incentives.

Sri Lankan Sellers engaged in B2B meetings with Indian Buyers

The roadshows aimed to promote many tourism experiences while focusing on converting potential travellers to book trips to Sri Lanka. The target audience included tour operators, media, key influencers, corporates, trade associations and key tourism industry stakeholders in India. The events featured B2B sessions and evening networking events, with the participation of celebrities like cricket legend Sanath Jayasuriya and a dancing troupe that showcased the Sri Lankan performing arts.

Sri Lanka’s tourism industry has positively impacted the country’s economy, with earnings of around $530 million in the first quarter of 2023, compared to $482.3 million in the same period last year. The country’s tourism board hopes to build a strong relationship with its travel-trade partners in India and foster a mutually beneficial association.

Written by: Madhura Kati

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