Sri Lanka is intensifying its efforts to attract Indian tourists, recognizing the growing potential of this key market. The island nation is showcasing its diverse travel opportunities to Kolkata, a major city in eastern India, with a special networking event scheduled for July 10, 2024. This event will bring together prominent figures from Sri Lanka’s tourism industry, including representatives from the Sri Lanka Convention Bureau, Sri Lanka Tourism Promotion Bureau, and over 30 Destination Management Companies specializing in leisure and MICE (Meetings, Incentives, Conferences, and Exhibitions). These companies, alongside top hotels, resorts, homestays, and tour operators, will engage with Kolkata’s travel agents, industry leaders, and media.
Sri Lanka’s unique appeal lies in its diverse experiences for an island of its size, offering a rich tapestry of cultural heritage, exquisite cuisine, and diverse wildlife. The island nation’s public transport system has undergone significant improvements, making it easier for tourists to explore every corner. Trains, buses, coaches, and tuk-tuks are available at various price points, ensuring accessibility and affordability for travelers. This focus on accessibility and affordability aims to fortify the relationship between Sri Lanka and India, creating opportunities for mutually beneficial partnerships within the tourism sector.
The success of these efforts is evident in the rising number of Indian visitors to Sri Lanka. From January to early July 2024, Sri Lanka welcomed 198,161 Indian tourists, significantly contributing to the overall growth in tourist numbers. Earlier in June 2024, Sri Lanka organized B2B roadshows and networking events in Indore, Vadodara, and Surat, expanding its brand presence in India and attracting tourists from Madhya Pradesh and Gujarat. These events highlighted Sri Lanka as a year-round destination, showcasing the diverse attractions and ongoing progress of the country’s tourism sector.
The Honorable Minister of Tourism, Mr. Harin Fernando, expressed his gratitude towards India for its continued support in developing Sri Lanka’s tourism. He highlighted the nation’s progress as a middle-income country with strong economic indicators. Tourism revenues exceeded $2 billion in 2023 and surpassed $1.25 billion by April 2024. With a target set to attract 2.5 million tourists by the end of 2024, Sri Lanka launched a global marketing campaign titled “You’ll Come Back for More” and has been actively promoting its attractions at major international travel shows and conducting roadshows in key cities around the world. The extension of visa-free entry for Indian tourists is anticipated to further boost these numbers.
Mr. Chalaka D. Gajabahu, Chairman of the Sri Lanka Tourism Promotion Bureau, emphasized the importance of tourism as the third-largest source of revenue for Sri Lanka. He highlighted the sector’s expansion beyond beach tourism to include offerings in sports, culture, spirituality, and history. Sri Lanka’s efforts to enhance its profile as a preferred MICE destination have also been successful, with the third MICE expo in May 2024 attracting 100 international buyers and 113 local suppliers. These ongoing initiatives aim to elevate Sri Lanka’s position in the global tourism industry, ensuring it remains a top destination for diverse travel experiences.
