In a strategic move to revitalise its tourism industry, Sri Lanka recently concluded a series of high-impact roadshows across three major Indian cities, Lucknow, Chandigarh, and Jaipur,from June 23 to 27, 2025. Aimed at reinforcing its position as a year-round destination, the initiative focused on building stronger ties with India, which currently stands as Sri Lanka’s largest source market for inbound tourists.
These roadshows brought together over 200 Indian travel agents, tour operators, and media representatives, creating a valuable platform for direct engagement with 35+ Sri Lankan industry stakeholders, including hotels, resorts, DMCs, and tour operators. Through focused B2B meetings and networking sessions, the events enabled both sides to explore new opportunities for collaboration, tailored itineraries, and cross-promotional travel campaigns.
The gatherings were more than just business meetings, they offered an immersive cultural experience. Traditional Sri Lankan dance performances and destination presentations brought the island’s rich heritage, natural beauty, and spiritual depth to life. From pristine beaches and ancient temples to tea plantations and wildlife sanctuaries, Sri Lanka positioned itself as a destination that caters to both leisure and experiential travellers.
According to official tourism statistics, Sri Lanka welcomed over 1 million tourists between January and May 2025, with India accounting for more than 204,000 arrivalsaround 20% of total footfall. This growing interest has been supported by the implementation of visa-free travel for Indian citizens, as well as seamless air connectivity. SriLankan Airlines operates 90 flights per week across nine Indian cities, with additional frequency provided by major Indian carriers.
The roadshows also served as a foundation for long-term tourism partnerships. Organisers stressed the importance of regional collaboration in fostering sustainable tourism growth. Indian and Sri Lankan travel businesses explored potential for joint packages, MICE tourism, and enhanced on-ground coordination.
Tourism revenue in the first half of 2025 crossed USD 1.54 billion, underlining both volume and high-value travel. With Sri Lanka’s inclusive and resilient tourism model gaining traction, experts suggest that the country’s strategy could become a reference point for other regional destinations aiming to rebound and diversify.
