Sri Lanka Tourism Commences a Three-City Roadshow Series in India to Tap South Indian Markets

A Three-City Indian Roadshow by Sri Lanka Tourism

21st April 2023

From the 24th to the 28th of April 2023, Sri Lanka Tourism will launch a series of Road Shows in key Indian cities in an effort to further strengthen its bilateral and cultural ties with India.

The first road display will take place in Chennai (April 24), followed by Cochin (April 26) and Bangalore (April 28).

Sri Lanka is experiencing a significant increase in tourist arrivals, with India leading the way and obtaining the top spot. The event also centres on promoting a variety of tourism experiences, converting potential visitors into bookings, and conveying the positive message that Sri Lanka is open for Leisure, Business, and MICE tourism.

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

A delegation of over 30 Sri Lankan Travel Agencies and hotels will attend this event, led by the Hon. Harin Fernando, Minister of Tourism, and accompanied by Mr. Chalaka Gajabahu, Chairman Sri Lanka Tourism Promotion Bureau and Mr. Thisum Jayasuriya, Chairman Sri Lanka Convention Bureau, Ms. Shirani Herth, Junior Manager, Sri Lanka Tourism Promotion Bureau (SLTPB), and Ms. Malkanthi Welikla, Manager – Marketing, Sri Lanka Convention Bureau.

Many industry stakeholders, including Sri Lankan Airlines and Indigo, have supported this initiative. Each roadshow will consist of B2B Sessions that will facilitate numerous discussions, followed by an evening networking event that will also serve to strengthen business partnerships.

The participation of personalities like cricket legend Sanath Jayasuriya will lend a tinge of elegance to these events. A dance troupe expressly airlifted in for this occasion will demonstrate Sri Lanka's rich performing arts heritage.

During the Roadshows, the Honourable Minister of Tourism is anticipated to meet with a number of high-profile Business Leaders, Tourism Stakeholders, and Corporates, as well as conduct a number of interviews with prominent Indian media outlets.

This figure is anticipated to double by 2023. India has already attracted more than 80,000 tourists to the country. Thus, these roadshows will contribute to the development of a favourable perception of Sri Lanka and its variety of attractions, cultural significance, and travel opportunities, thereby facilitating the arrival of Indian tourists at the destination.

Arrivals of Tourists from India

• Tourists from India in January to March 2023 - 46,432
• Tourists from India in January to March 2022 - 1,23,004 with a 17.1% market share
• 2021: 56,268 Indian tourists;
• 2020: 89,357 Indian tourists; share: 17.6%

Inbound tourists from India in 2019 amounted to 355,002 with an 18.6% market share.

"Over the past six months, tourism in Sri Lanka has been very exciting and encouraging. In the last three months of 2023, from January to March, there were an average of 8,000 tourists per day, the greatest number since 2018. Sri Lanka values the Indian outbound market, which has been a significant driver of arrivals to our country.

In addition to its 2500 years of history, Sri Lanka provides a magnificent array of destinations and products, including wellness and yoga, beaches, shopping, cuisine, adventure, and fauna. The extremely well-organized Ramayana circuit, which is an outstanding devotional travel initiative, is an added draw for the Indian market. It is the ideal opportunity to experience the gracious hospitality of our people!"

The Minister of Sri Lanka Tourism - the Honourable Harin Fernando

In the first three months of 2023, Sri Lanka earned approximately 530 million U.S. dollars from tourism, compared to 482.3 million U.S. dollars in the first three months of 2022.

Mr. Chalaka Gajabahu, Chairman of the Sri Lanka Tourism Promotion Bureau, added,

"Sri Lanka is a year-round destination that is ideal for families. Sri Lanka is also engaging with the travel industry in India in an effort to bolster the country's reputation as a popular tourist destination. Together with our stakeholders, who represent hotels and resorts, destination management companies, and event management companies, we are in India to reach out to our travel-trade partners and strengthen our mutually beneficial relationship."

Mr. Thisum Jayasuriya, Chairman of the Sri Lanka Convention Bureau, stated,

"Sri Lanka is a prospective MICE (meetings, conferences, and incentives) destination. Sri Lanka's allure as a cost-effective and attractive destination for MICE travellers is boosted by its proximity and connectivity."