Sri Lanka Tourism is stepping up its efforts to attract more Indian visitors with a series of roadshows in Madurai, Coimbatore, and Chennai.
Sri Lanka’s Tourism Ministry has launched a new push to strengthen its ties with India—one of its largest source markets—through a series of roadshows and B2B networking events across southern India. Beginning in early October, the initiative aims to boost visitor numbers by showcasing the island nation’s wide-ranging attractions, from cultural landmarks to wellness retreats and business travel opportunities.
Strengthening Sri Lanka’s Tourism Strategy
The roadshows are spearheaded by Vijitha Herath, Minister for Foreign Affairs, Foreign Employment, and Tourism, alongside Deputy Minister Ruwan Ranasinghe. More than 40 Sri Lankan tourism stakeholders—including leading hotels, tour operators, and destination management companies—are part of the delegation. By engaging directly with Indian travel agents and tourism professionals, Sri Lanka hopes to secure a bigger share of the Indian outbound travel market.
B2B Networking at the Core
Each roadshow will feature business-to-business (B2B) sessions, enabling Sri Lankan stakeholders to forge partnerships with their Indian counterparts. With over 200 expected participants in each city, the events will offer opportunities to collaborate on joint promotions, identify market trends, and tailor Sri Lanka’s offerings to Indian traveller preferences.
Showcasing Sri Lanka’s Unique Offerings
The sessions will highlight Sri Lanka’s cultural heritage sites such as Sigiriya, Kandy, and Anuradhapura, as well as its natural landscapes including tea plantations, rainforests, and wildlife reserves. Special emphasis will also be placed on wellness tourism, with Ayurvedic retreats and yoga resorts positioned as key draws for Indian travellers.
In addition, the roadshows will focus on MICE tourism, presenting Sri Lanka as a rising hub for meetings, conferences, and incentive travel. With its modern convention facilities and luxury hotels, the country is seeking to attract more Indian business travellers and corporate groups.
Looking Ahead
These efforts come at a strategic time, coinciding with India’s peak holiday booking season. By positioning itself as a year-round destination with diverse offerings—from leisure and adventure to wellness and business—Sri Lanka is looking to not only increase arrivals but also deepen cultural and economic ties with India.
