Sri Lanka Tourism Concludes Successful Roadshows in Lucknow, Chandigarh, and Jaipur to Strengthen Indian Market Outreach
In a strategic move to deepen its engagement with Indian travellers, Sri Lanka Tourism successfully concluded a series of B2B Roadshows and Networking Evenings in Lucknow, Chandigarh, and Jaipur on June 23rd, 25th, and 27th, respectively. Organized by the Sri Lanka Tourism Promotion Bureau (SLTPB) and the Sri Lanka Convention Bureau (SLCB), these events were tailored to promote Sri Lanka as a year-round travel destination and boost tourism arrivals from India’s northern states—Uttar Pradesh, Punjab, and Rajasthan.
Strengthening Bilateral Tourism Ties
Led by Hon. Vijitha Herath, Minister of Foreign Affairs, Foreign Employment and Tourism, and Hon. Prof. Ruwan Ranasinghe, Deputy Minister of Tourism, the Sri Lankan delegation included senior officials from SLTPB, SLCB, and over 35 prominent stakeholders from Sri Lanka’s tourism sector. The participants represented leading hotels and resorts, DMCs (Leisure & MICE), tour operators, and various travel service providers.
Each city witnessed active participation from more than 200 Indian travel agents, tour professionals, and media delegates. The events facilitated high-impact B2B meetings, aimed at creating collaborative partnerships and expanding Sri Lanka’s presence in the Indian outbound travel market.
India: Sri Lanka’s Leading Tourism Source Market
India continues to be Sri Lanka’s largest inbound tourism market, accounting for 20% of total tourist arrivals. Between January and May 31st, 2025, Sri Lanka welcomed 1,029,803 international visitors, of which 204,060 were from India. This upward trajectory underscores the growing interest in Sri Lanka as a preferred travel destination for Indian tourists.
With tourism earnings already surpassing USD 1.54 billion in the first half of 2025, the roadshows represent a crucial component of Sri Lanka Tourism’s strategy to sustain this growth momentum and diversify its tourism offerings.
A Showcase of Culture, Hospitality, and Natural Beauty
Adding cultural vibrancy to the events, a traditional Sri Lankan dance troupe performed at each venue, captivating the audience with the island’s rich heritage and artistic traditions. The events were also marked by presentations and destination spotlights, highlighting Sri Lanka’s:
- Pristine beaches and scenic landscapes
- Ancient temples and UNESCO heritage sites
- Luxury resorts and wellness retreats
- Adventure tourism and wildlife experiences
- Diverse culinary traditions and warm hospitality
The aim was to reaffirm Sri Lanka’s brand promise of offering unforgettable experiences and building loyalty among Indian travellers through repeat visitation.
These roadshows marked a significant step forward in Sri Lanka’s ongoing commitment to deepening its tourism and trade ties with India. By promoting year-round travel, highlighting regional connectivity, and fostering B2B partnerships, Sri Lanka is paving the way for a new era of bilateral tourism cooperation.
As the global travel industry rebounds, Sri Lanka’s targeted promotional efforts in India are helping position the island nation as a top-tier tourism destination. The success of the Lucknow, Chandigarh, and Jaipur roadshows underscores Sri Lanka’s dedication to nurturing long-term relationships with Indian travel trade professionals, and offering curated travel experiences that resonate with Indian travellers across all segments.