Sri Lanka Tourism intensified its promotional strategies towards Indian travellers by highlighting the country’s diverse tourism offerings to key markets in India by hosting a series of roadshows (B2B) and networking evenings in Madurai, Coimbatore & Chennai on the 06th, 08th and 10th October 2025 respectively. The event attracted over 400 Travel Agents and Tour Operators from these markets with over 39 stakeholders from Sri Lanka showcasing the destination.
To attract more tourists from Southern part of India, the Sri Lanka Tourism Promotion Bureau (SLTPB) and Sri Lanka Convention Bureau (SLCB) organized these roadshows (B2B) and Networking Evenings to promote Sri Lanka as a year-round destination for all segments of tourists. These events showcased Sri Lanka’s tourism industry, diverse attractions, resilience, and growth, to strengthen ties between Sri Lanka and India. The delegation comprised of 39 Sri Lankan stakeholders reaching out to travel partners in India.
The delegation comprised Destination Management Companies, (Leisure and MICE) leading hotels & resorts, tour-operators and other service providers from Sri Lanka. The industry stakeholders had B2B interactions with their Indian industry peers in each city. The events brought together over 200 participants in respective cities, comprised of Indian travel agents, key figures in the industry, and media delegates. The aim of this tourism initiative is to foster stronger ties between Sri Lanka and India, creating opportunities for beneficial collaborations in the tourism industry. This series of events is a vital part of Sri Lanka Tourism’s ongoing commitment to cultivating its strong ties with the Indian market.
India has consistently maintained its position as the top source market for Sri Lanka, contributing to 22% of total tourist arrivals. From January to September 2025, Sri Lanka welcomed 1,725,494 tourists, of which 375,292 were from India. This upward trend reflects the growing demand and connectivity between the two countries. Sri Lanka’s tourism earnings have already crossed USD 2.3 billion by August 2025.
In all three cities, a media gathering was organized with leading Indian outlets, aiming to generate widespread awareness and positive coverage for Sri Lanka as a premier travel destination. Adding a vibrant touch of glamour and cultural immersion, a Sri Lankan cultural dance troupe performed throughout the events, showcasing the Island’s rich heritage and captivating traditions.
This intensive effort emphasises Sri Lanka’s commitment to strengthening its position as a preferred destination for Indian travellers, offering a blend of breath-taking landscapes, vibrant culture, and world-class hospitality. Through dialogues and presentations, the event highlighted Sri Lanka’s breath-taking landscapes, rich cultural heritage, and warm hospitality, enticing travellers to return again and again as the beautiful island nation is set to capture the hearts, enticing repeat customers with promises of unforgettable experiences. Participants were treated to a showcase of Sri Lanka’s diverse offerings, from pristine beaches to ancient temples, signalling a new era of tourism excellence for the Island Nation.
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