In early 2024, Sri Lanka's tourism sector recorded nearly 200,000 visitors from India. The country has ramped up efforts to attract Indian tourists, employing various strategies to showcase its diverse attractions. A key event in this campaign was a networking cruise on the Ganges in Kolkata on July 10, 2024. The event, attended by Kolkata's travel agents, industry leaders, and a delegation from Sri Lanka, aimed to strengthen ties and promote Sri Lanka's tourism offerings.
Representatives from 30 Destination Management Companies, hotels, resorts, homestays, tour operators, and service providers from Sri Lanka participated, highlighting the range of tourism services available. In June 2024, Sri Lanka organized B2B roadshows and networking events in Indore, Vadodara, and Surat, targeting potential travellers from Madhya Pradesh and Gujarat. These initiatives positioned Sri Lanka as a year-round destination, showcasing its diverse attractions and the growth of its tourism sector.
Officials Express Gratitude
Chalaka D Gajabahu, Chairman of the Sri Lanka Tourism Promotion Bureau, emphasised tourism's importance as the island's third-largest revenue stream. He noted the sector's evolution to include sports, culture, spirituality, and history. Recent years have seen Sri Lanka enhance its presence in India through strategic B2B engagements and participation in global travel trade shows.
Harin Fernando, Minister of Tourism, Lands, Sports, and Youth Affairs, expressed gratitude for India's support in advancing Sri Lanka's tourism sector. He highlighted tourism revenues exceeding USD 2 billion in 2023 and over USD 1.25 billion in the first four months of 2024. The Minister aims to attract 2.5 million tourists in 2024, supported by visa-free entry for Indian travelers.
The focus on MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism is also significant, with Thisum Jayasuriya, Chairman of the Sri Lanka Convention Bureau, noting India's importance as a key market. The MICE sector's share of total tourist arrivals is expected to rise from 9.5% in 2023 to 12 per cent in 2024, with revenue targets set at USD 550 million for 2024 and USD 1.36 billion by 2026.