Sri Lanka is accelerating its tourism revival strategy by deepening engagement with one of its most vital source markets—India. From June 23 to 27, 2025, Sri Lanka Tourism Promotion Bureau (SLTPB) hosted a series of dynamic and culturally immersive roadshows in three key Indian cities: Lucknow, Chandigarh, and Jaipur. These events aimed to position Sri Lanka as a year-round travel destination for Indian tourists, while strengthening bilateral tourism partnerships.
With India consistently ranking as Sri Lanka’s top inbound market, the roadshows showcased a focused effort to expand collaborative networks, promote cultural tourism, and reinforce ease of travel between the two South Asian neighbors.
Engaging Indian Travel Trade Through B2B Networking
The roadshows drew over 200 Indian travel trade professionals—including tour operators, travel agents, and media representatives—who met with a 35-member Sri Lankan delegation comprising destination management companies, hotel groups, resorts, and tourism service providers. Organized as a mix of B2B meetings and networking evenings, the events created a vibrant atmosphere for cross-border collaboration.
Each session featured interactive destination presentations, tourism product showcases, and one-on-one appointments aimed at curating customized Indian travel itineraries to Sri Lanka.
Tourism Resilience and Strategic Revival
Speaking at the events, Sri Lankan officials underscored the country’s remarkable tourism recovery following global disruptions over the past few years. The strategy driving the revival goes beyond numbers—it promotes a tourism model rooted in authenticity, sustainability, and regional connectivity.
“Rather than simply returning to pre-pandemic figures, we are redesigning our tourism vision with long-term resilience and mutual benefits at the core,” said a representative from SLTPB.
This reimagined approach was reflected in the composition of the visiting Sri Lankan delegation, which included eco-resorts, wellness retreats, adventure operators, and cultural tour providers—highlighting the diverse tourism offerings now available.
Celebrating Sri Lanka’s Cultural Heritage
One of the standout features of the roadshows was the integration of live cultural performances by a traditional Sri Lankan dance troupe. These vibrant displays not only captivated the audience but also served as a reminder of the island’s deeply rooted cultural identity.
Promotional materials emphasized a variety of Sri Lankan travel experiences, including sun-kissed beaches, historic temples, lush tea plantations, wildlife safaris, and UNESCO World Heritage Sites such as Sigiriya and Kandy. Officials stressed that Sri Lanka is more than a one-time holiday destination—it’s a journey that continues to inspire repeat visits.
Tourism Surge Backed by Data
Sri Lanka’s tourism growth in 2025 is not just anecdotal—it is quantifiable. According to data from the Sri Lanka Tourism Development Authority (SLTDA), the country welcomed 1,029,803 international tourists from January to May 2025. Indian travelers accounted for 204,060 arrivals during this period, representing a strong 20% market share.
This upward trend is reflected in revenue figures as well. Tourism earnings for the first half of 2025 exceeded USD 1.54 billion, demonstrating that Indian tourists are not only arriving in greater numbers but also contributing meaningfully to the local economy.
Visa-Free Travel and Enhanced Connectivity
Fueling this momentum is Sri Lanka’s visa-free entry policy for Indian citizens, significantly lowering the barriers for travel. Combined with an extensive air network, the policy has enabled Indian tourists to plan spontaneous and short-term trips with ease.
SriLankan Airlines currently operates nearly 90 weekly flights between Colombo and major Indian cities such as Delhi, Mumbai, Chennai, Bengaluru, Hyderabad, Kochi, Trivandrum, Madurai, and Tiruchirappalli. Indian carriers like IndiGo, Vistara, and Air India have also maintained daily services, offering flexible scheduling and competitive fares.
This robust connectivity makes Sri Lanka a convenient destination for weekend escapes, destination weddings, MICE travel, and wellness retreats.
Building Long-Term Partnerships
Sri Lankan tourism officials reiterated that the goal of the roadshows extends beyond immediate bookings. The events were positioned as trust-building and strategic collaboration platforms aimed at long-term industry integration.
Joint marketing initiatives, co-branded travel campaigns, and inclusive tour packages were key discussion points during the B2B meetings. Several Indian travel agents expressed strong interest in launching curated experiences targeting wellness, family travel, heritage tourism, and adventure sports in Sri Lanka.
These collaborations are also aligned with Sri Lanka’s broader economic diplomacy goals, promoting people-to-people ties and mutual tourism growth between SAARC nations.
Setting a Model for Regional Tourism Growth
Sri Lanka’s tourism outreach to India is being viewed by industry observers as a template for broader regional integration. Experts suggest that the country’s strategy—combining visa liberalization, cultural immersion, and strategic airline partnerships—can serve as a model for the Global South.
“In a world where long-haul travel is being reassessed, Sri Lanka is showing how proximity and cultural connectivity can drive sustainable growth,” noted a senior analyst from the Pacific Asia Travel Association (PATA).
Future Outlook: A Win-Win for Both Markets
With this renewed push, Indian tour operators are expected to ramp up Sri Lanka-centric offerings in the coming months. Major hotel brands in Colombo, Galle, and Kandy are also reporting increased booking inquiries from Indian guests, with many preparing to scale up operations during the upcoming festive and winter travel seasons.
Sri Lanka’s tourism officials remain optimistic. “The success of these roadshows confirms India’s enthusiasm for Sri Lanka, and we are committed to deepening this relationship,” said one senior SLTPB delegate.
As bilateral tourism between the two countries grows stronger, Sri Lanka is poised to become the preferred year-round destination for Indian travelers seeking cultural enrichment, scenic beauty, and world-class hospitality—all just a short flight away.
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