At South Asia’s Travel & Tourism Exchange (SATTE) 2025, Sri Lanka Tourism Promotion Bureau (SLTPB) showcased its powerful resurgence strategy for boosting tourism through enhanced trade engagement, digital marketing campaigns, luxury offerings, MICE development, and expanded visa-free access. In an exclusive interview with Travel And Tour World, Mr. Buddhika Hewawasam, Chairman of SLTPB, outlined a bold roadmap targeting 500,000 Indian tourists in 2025 — a substantial jump from the previous year’s 400,000 arrivals.

Sri Lanka’s Strong Participation at SATTE 2025

Sri Lanka’s presence at SATTE has become a hallmark of its regional outreach. According to Mr. Hewawasam, this year witnessed participation from over 70 Sri Lankan tourism entities, including hotels, destination management companies (DMCs), and travel operators. With over 160 meetings conducted, the Sri Lankan pavilion stood out as one of the largest and most active, reaffirming the country’s commitment to the Indian source market.

India: The Largest Source Market for Sri Lanka

India continues to hold the top spot as the leading inbound tourism market for Sri Lanka. In 2024, Indian visitors contributed over 400,000 arrivals, and SLTPB expects this to cross 500,000 in 2025. To achieve this target, Sri Lanka Tourism is leveraging multi-pronged promotional tools — including participation in OTM Mumbai, destination roadshows in Ahmedabad, Kolkata, Kerala, Chennai, and southern Indian cities — along with digital and branding campaigns starting Q2 2025.

FAM Tours and Media Engagements Strengthen Trade Ties

Recognizing the power of familiarization tours, SLTPB organizes 10-15 FAM trips annually, targeting Indian travel agents and media. These curated experiences help stakeholders better understand Sri Lanka’s diverse tourism offerings, enhancing destination awareness and boosting conversions.

Digital Campaigns and Branding Take Center Stage

With shifting market dynamics, SLTPB is significantly investing in digital outreach in 2025. From influencer marketing to integrated digital branding campaigns, Sri Lanka aims to tap into niche travel segments including luxury holidays, destination weddings, surfing, and wellness tourism.

Luxury Tourism on the Rise in Sri Lanka

Sri Lanka is strategically positioning itself as a luxury travel destination. From boutique properties, heritage villas, wellness resorts, plantation bungalows to beachfront retreats, the country offers a range of high-end experiences. Luxury tourism is no longer confined to beaches — travelers now seek immersive experiences combining wildlife safaris, adventure sports, surfing, and cultural exploration.

MICE Tourism Expands with New Infrastructure

Sri Lanka’s Meetings, Incentives, Conferences and Exhibitions (MICE) sector is growing rapidly. With enhanced infrastructure including high-end venues like Cinnamon Life and ITC Colombo, the country is drawing increasing interest from Indian corporate incentive groups. The government is now aggressively promoting MICE tourism across Asia and the Middle East.

Airline Connectivity Fuels Tourist Traffic

Airline accessibility is a crucial driver of tourism. Sri Lanka enjoys robust air connectivity from Indian metros via SriLankan Airlines, Air India, and IndiGo. With multiple daily flights from cities like Delhi, Mumbai, Chennai, Bengaluru, and Hyderabad, travel between the two nations is seamless. Additionally, strong connections to Europe (Frankfurt, Paris, London) and Asia Pacific regions (Australia, Singapore, Malaysia, Thailand) are enhancing Sri Lanka’s global tourism footprint. While the U.S. market is currently served via transit hubs like Dubai and Abu Dhabi, SLTPB is aiming to establish direct links in the near future.

Visa-Free Travel a Game Changer

Sri Lanka’s new visa-free policy is expected to be a game changer. As of 2025, 39 more countries will be added to Sri Lanka’s visa-free list, providing seamless access and driving tourist arrivals. The move is part of the government’s strategy to open up new source markets and increase global competitiveness.

Top Source Markets Beyond India

While India remains the top contributor, European nations like the UK, Germany, and France continue to be strongholds for Sri Lankan tourism. The UK in particular has shown remarkable consistency, often ranking in the top 5 source markets. Meanwhile, Russia and China are emerging rapidly, with Asia Pacific and Middle Eastern countries like Saudi Arabia and the UAE also showing growth.

Global Presence Through International Trade Shows

SLTPB has a global agenda in 2025, participating in marquee travel shows such as WTM London, ITB Berlin, FITUR Spain, ATM Dubai, and leading events in Australia and Africa. These platforms offer unmatched B2B networking opportunities to promote Sri Lanka across multiple regions.