Sri Lanka Tourism is ramping up its promotional strategies targeting Indian travelers by hosting various networking events to highlight the country’s diverse tourism offerings. India remains the leading source market, with nearly 200,000 Indian tourists visiting Sri Lanka in the first half of 2024.
Key Initiatives to Strengthen Tourism Ties
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 brought together Kolkata’s travel agents and industry leaders 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.
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Expanding Presence in India
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.
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Economic Progress and Recovery
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 emphasized the goal of attracting 2.5 million tourists in 2024, supported by the extension of visa-free entry for Indian tourists.
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Diverse Tourism Offerings
Chalaka D Gajabahu, Chairman, Sri Lanka Tourism Promotion Bureau, emphasized 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.
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MICE Tourism Growth
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 emphasized 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 USD 1.36 billion by 2026.
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Seamless Connectivity
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.
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Important FAQs
1. How many Indian tourists visited Sri Lanka in the first half of 2024?
Nearly 200,000 Indian tourists visited Sri Lanka from January to July 2024.
2. What is the goal for tourist arrivals in Sri Lanka for 2024?
Sri Lanka aims to attract 2.5 million tourists in 2024.
3. What initiatives are being taken to boost tourism between India and Sri Lanka?
Sri Lanka is hosting networking events, B2B roadshows, and promoting visa-free entry for Indian tourists.
4. How does Sri Lanka plan to enhance tourism infrastructure?
Plans include improving connectivity, promoting diverse tourism offerings, and expanding MICE tourism.
5. What are some recommended tour packages for exploring Sri Lanka?
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