Sri Lanka Tourism has concluded a highly successful three-city roadshow series across South India — in Madurai (October 6), Coimbatore (October 8), and Chennai (October 10), 2025 — marking a significant step in strengthening tourism and trade ties between India and the island nation.
The initiative, organized by the Sri Lanka Tourism Promotion Bureau (SLTPB) and the Sri Lanka Convention Bureau (SLCB), witnessed an impressive turnout of over 400 Indian travel agents and tour operators, alongside 39 Sri Lankan stakeholders representing leading destination management companies, hotels, resorts, and tour operators.
India Retains Top Spot as Source Market
With 375,292 Indian arrivals recorded between January and September 2025, India continues to hold its position as Sri Lanka’s largest source market, accounting for 22% of total arrivals. In total, the island welcomed 1,725,494 visitors during this period, with tourism earnings surpassing USD 2.3 billion by August 2025 — a testament to Sri Lanka’s growing allure among Indian travellers.
The recent introduction of visa-free entry for Indian tourists has further fuelled the upward trend, making travel more seamless and attractive. Enhanced connectivity also plays a vital role, with SriLankan Airlines operating 88 weekly flights linking Sri Lanka to nine Indian cities, including Bengaluru, Chennai, Hyderabad, Kochi, Madurai, Tiruchirappalli, and Thiruvananthapuram, alongside strong routes serviced by IndiGo and Air India.
A Platform for Collaboration & Cultural Exchange
The series of B2B roadshows and networking evenings served as a platform to promote Sri Lanka as a year-round travel and MICE destination, highlighting its diverse tourism offerings — from pristine beaches and lush tea trails to ancient temples and world-class resorts. Each city event drew over 200 participants, including travel agents, media delegates, and industry leaders, facilitating meaningful partnerships between Sri Lankan and Indian tourism stakeholders.
Adding cultural vibrancy to the evenings, a Sri Lankan traditional dance troupe captivated audiences with performances showcasing the island’s rich heritage and artistic traditions.
Strengthening Tourism Ties Between the Two Nations
Speaking on the initiative, representatives from Sri Lanka Tourism emphasized the country’s commitment to deepening engagement with the Indian market.
“India has always been a vital market for us. Through these roadshows, we aim to strengthen our presence, build trust with our partners, and invite more Indian travellers to explore the beauty and warmth of Sri Lanka,” said an SLTPB spokesperson.
These efforts underline Sri Lanka’s long-term vision to position itself as a premier travel destination for Indian tourists, offering a seamless blend of adventure, culture, wellness, and MICE opportunities.
A New Era for Indo-Lankan Tourism
The resounding success of these roadshows reflects Sri Lanka’s strategic approach to rejuvenating its tourism ecosystem and fostering deeper regional collaborations. With visa-free entry, improved connectivity, and continued promotional initiatives, the island nation is poised to welcome a record number of Indian visitors — ushering in a new era of travel, cultural exchange, and economic growth for both nations.
