Sri Lanka Tourism Aims to Attract 2 Million Tourists by The End of 2023

Sri Lanka Tourism Completes Roadshows in major South Indian cities

5th May 2023

Sri Lanka Tourism arranged a series of road shows in major South Indian cities as part of its ongoing bilateral and cultural ties with its Indian counterparts. The purpose of this series of roadshows was to promote the destinations and tourism products of the tranquil island nation.

The first road show was conducted in Chennai on April 24, followed by Cochin on April 26, and concluding in Bangalore on April 28.

This event was attended by a delegation of over 30 Sri Lankan travel agencies and accommodations. The delegation was led by the Honourable Harin Fernando, Minister of Tourism, and included Mr. Chalaka Gajabahu, Chairman of the Sri Lanka Tourism Promotion Bureau, Mr. Thisum Jayasuriya, Chairman of the Sri Lanka Convention Bureau, Ms. Shirani Herth, Junior Manager of the Sri Lanka Tourism Promotion Bureau (SLTPB), and Ms. Malkanthi Welikla, Manager – Marketing of the Sri Lanka Convention Bureau.

The Minister of Tourism, the Honourable Harin Fernando, stated,

"Sri Lanka is witnessing a significant increase in tourist arrivals, particularly from India, which has now taken the top position. In the first three months of 2023, 46,432 Indian tourists visited our country. This year, we hope to attract 2 million Indian visitors by implementing an ambitious advertising campaign. This increase in visitors has had a positive effect on tourism earnings, with Sri Lanka generating approximately 530 million U.S. dollars in the first quarter of 2023, compared to 482.3 million dollars during the same period the previous year. This year, we anticipate generating a total of $3 billion in tourism revenue."

He continued:

"Sri Lanka values the Indian outbound market because it has played a significant role in boosting tourism in our country. In addition to its 2500-year-old history, the nation features a variety of attractions and offerings, including wellness and yoga, beaches, retail, cuisine, adventure, and fauna. In addition, the Ramayana circuit, a religious tourism initiative, is a significant attraction for the Indian market. Therefore, now is a great opportunity to experience the amazing Sri Lankan people's hospitality." 

Sanath Jayasuriya, Sri Lankan Cricket legend woos India to visit Sri Lanka

During the Roadshows, the Honourable Minister of Tourism met with a number of prominent Business Leaders, investors, Tourism Stakeholders, and Corporates, as well as conducting a number of interviews with leading Indian media outlets.

Mr. Chalaka Gajabahu, chairman of the Sri Lanka Tourism Promotion Bureau, stated:

"Sri Lanka is a year-round family-friendly travel destination. The nation is presently collaborating with India's travel industry to bolster its standing as a preferred travel destination. Through our representatives and stakeholders from hotels, resorts, destination management companies, and event management companies, we hope to cultivate a mutually beneficial relationship with our travel-trade partners in India."

Mr. Thisum Jayasuriya, Chairman of the Sri Lanka Convention Bureau, stated, "Sri Lanka is rapidly becoming a popular location for meetings, conferences, and incentives, or MICE. In March of 2023, we hosted the first-ever MICE expo in Sri Lanka to promote this enticing location. We were thrilled to welcome 80 Indian participants alone. Sri Lanka is an attractive and cost-effective option for MICE travellers due to its proximity and excellent connectivity.

At these roadshows, the target audience consisted of Tour Operators, Media, Key Influencers, Corporates, Trade Associations, and key Tourism Industry stakeholders in India, who were able to convey the message that Sri Lanka is not only one of the most beautiful countries with an incredible variety of destinations and products, but also a safe and secure destination.

Sri Lanka is available for Leisure, Business, and MICE tourism, and the emphasis of the event was on converting potential travellers to make bookings and highlighting the positive message that Sri Lanka is open for tourism. Many industry stakeholders, including Sri Lankan Airlines and Indigo, have supported this initiative. Each roadshow consisted of B2B Sessions that facilitated numerous discussions, followed by an evening networking event that aided in the development of business partnerships.

The presence of personalities, such as cricket legend Sanath Jayasuriya, lent a tinge of elegance to these events. A dance troupe transported in specifically for this event to exhibit Sri Lanka's rich performing arts heritage.