Intensifying its promotion for Indian travellers, Sri Lanka Tourism will host a networking evening on a cruise over the Ganges on July 10, 2024. The event will highlight the country’s diverse tourism offerings in one of India’s largest key markets, Kolkata. A delegation led by the Sri Lanka Convention Bureau (SLCB), Sri Lanka Tourism Promotion Bureau (SLTPB), around 30 destination management companies (Leisure and MICE), leading hotels and resorts, homestays, tour operators, and other service providers from Sri Lanka will network with Kolkata’s travel agents, key figures in the industry, and media representatives.
The goal is to strengthen the bonds between Sri Lanka and India, paving the way for mutually beneficial partnerships in the tourism sector. The notable increase in Indian visitors to Sri Lanka has been a driving force behind the upsurge in tourist arrivals, with 198,161 Indian tourists having explored Sri Lanka from January 7 to July 7, 2024.
In June 2024, Sri Lanka conducted a series of B2B roadshows and networking events in Indore, Vadodara, and Surat on the 10th, 12th, and 14th of June 2024 to establish a robust and enduring brand presence in India. The main aim of these gatherings was to draw more visitors from Madhya Pradesh and Gujarat, positioning Sri Lanka as a destination suitable for tourists throughout the year. By highlighting Sri Lanka’s tourism sector, varied attractions, and progress, the events sought to reinforce the connection between Sri Lanka and India.
Harin Fernando, the Minister of Tourism, Lands, Sports, and Youth Affairs, expressed gratitude to India for consistently supporting Sri Lanka’s tourism development. He highlighted Sri Lanka’s progress into a middle-income nation with strong economic indicators, overcoming past challenges. In 2023, tourism earnings exceeded $2 billion, and revenues had already surpassed $1.25 billion by April 2024. The goal for 2024 is to attract 2.5 million tourists, and this looks achievable since they have already crossed the one billion tourist mark. To achieve this goal, a global marketing campaign called ‘You’ll Come Back for More’ was launched. Sri Lanka has actively promoted its attractions at major international events and conducted roadshows in key cities worldwide. India remains our top source, with 18% of total tourism arrivals being Indians in the past five months. The extension of visa-free entry for Indian tourists further aims to boost visitor numbers.
Chalaka D Gajabahu, Chairman of the Sri Lanka Tourism Promotion Bureau, emphasised tourism as the third-largest revenue stream for the island, noting its growth beyond beach tourism to encompass sports, culture, spirituality, and history. Since 2023, Sri Lanka established a strong presence in India with B2B roadshows in cities like Bengaluru, Chennai, Kochi, Kolkata, Ahmedabad, Pune, Mumbai, and New Delhi, in addition to participating in major travel trade shows like Outbound Travel Mart (OTM) in Mumbai and South Asia’s Travel & Tourism Exchange (SATTE) in New Delhi. The strategy shifted towards impactful events in the West and Middle East, including participation in prominent trade shows such as World Travel Market in London, ITB in Germany, and Arabian Travel Mart in Dubai. Furthermore, B2B roadshows were conducted in Brisbane, Sydney, and Melbourne in Australia, as well as in Turkey, and B2C initiatives involved influencers and media programmes by hosting around 300 media personnel from 15 countries, showcasing Sri Lanka’s readiness to welcome tourists.
Thisum Jayasuriya, Chairman of the Sri Lanka Convention Bureau, highlighted Sri Lanka’s growth as a preferred MICE destination, with enhanced venues and accessibility attracting corporate events. The country’s MICE sector saw success with the third MICE expo in May 2024, featuring 100 international buyers and 113 local suppliers. India remains a key target market for MICE travel, with efforts to increase revenue from this segment. The collected data shows that MICE arrivals amounted to 9.5% in 2023 compared to the overall tourist arrival; this percentage is expected to grow to 12% in 2024, generating an income of $550 million. Sri Lanka targets $1.36 billion in earnings with 10% of total arrivals from MICE by 2026. The bureau aims for an 11% increase in MICE arrivals annually, as MICE travellers spend significantly more than other tourist segments.
The networking evening will emphasise Sri Lanka’s stunning landscapes, vibrant cultural heritage, and welcoming atmosphere through discussions and presentations, encouraging travellers to revisit this captivating island destination. Attendees will be treated to a showcase of Sri Lanka’s varied attractions, ranging from pristine beaches to ancient temples, marking a new chapter of tourism excellence for the island nation.
