Sri Lanka must capture more of India’s outbound travel boom, says Tourism Deputy Minister
Daily FT: Sri Lanka must urgently reposition itself to capture a greater share of India’s rapidly expanding outbound travel market, Deputy Minister of Tourism Ruwan Ranasinghe said, pointing out that despite 32.7 million Indians travelling overseas in 2025, only over 531,000 chose Sri Lanka as a destination.
Addressing the Global Innovation and Leadership Summit in Colombo under the theme “The Island where India feels at home,” Ranasinghe acknowledged a major gap in Sri Lanka’s tourism strategy towards India.
“I feel something is wrong here, and I think there is something to be fixed, which will be our focus in the years to come,” he said, stressing that Sri Lanka’s geographic proximity and cultural affinity with India should naturally position it as a preferred travel destination.
The summit, organised by Zee Media Corporation and WION, was held recently at Cinnamon Grand Colombo, bringing together policymakers, diplomats, business leaders and entrepreneurs from both countries to explore deeper economic and strategic cooperation.
Ranasinghe described Indian tourists as a critical pillar of sustainability for Sri Lanka’s tourism industry, noting that Indian arrivals provide consistency and resilience throughout the year, helping cushion seasonal fluctuations in other source markets.
Outlining a broader vision for bilateral cooperation, the Deputy Minister said Sri Lanka and India have the potential to emerge as a unified economic zone capable of driving the future of the Global South. He identified agriculture, marine industries and the creative economy as sectors with significant growth potential in the coming years.
Highlighting Sri Lanka’s tourism competitiveness, Ranasinghe said the island offers a unique multi-experience proposition, where travellers can combine heritage, nature, wellness and adventure within a single journey; an advantage many competing destinations cannot easily replicate.
He also pointed out that India remains the leading outbound destination for Sri Lankans, particularly for Buddhist pilgrimage tourism, underscoring the deep historical, spiritual and cultural links between the two neighbours.
Commenting on changing travel behaviour globally, Ranasinghe said artificial intelligence (AI) and digital consumer trends are reshaping tourism demand.
“Global travel is evolving, and AI is adapting to these changing trends and consumer preferences. We are witnessing a shift from short-term visits to longer stays, with digital nomads choosing to spend several months here,” he said.
While acknowledging competition from destinations such as Thailand and Bali, he expressed confidence in Sri Lanka’s ability to strengthen its tourism proposition and sustain growth.
Echoing similar views, Industry and Entrepreneurship Development Deputy Minister Chathuranga Abeysinghe said closer regional integration between India and Sri Lanka could unlock major economic opportunities, particularly in agriculture, marine industries and the creative sector.
The summit also recognised leading Indian entrepreneurs for their contributions to innovation and business leadership, while reinforcing Sri Lanka’s role as a platform for regional collaboration and cross-border economic partnerships.
OSL take:
Sri Lanka is at a pivotal moment to strengthen its positioning within India’s rapidly expanding outbound travel market, which saw 32.7 million Indian travelers in 2025. Yet, with only about 531,000 Indian arrivals choosing Sri Lanka, there is clear untapped potential in one of the region’s most valuable tourism segments. As highlighted by Deputy Minister Ranasinghe at the Global Innovation and Leadership Summit in Colombo, Sri Lanka’s proximity, cultural familiarity, and shared historical ties with India make it uniquely positioned as a short-haul destination offering diverse experiences within a compact geography. The opportunity lies in reshaping Sri Lanka’s tourism strategy around India-specific demand. This includes promoting weekend and short-stay travel packages, wellness and Ayurveda tourism, spiritual and heritage circuits, and luxury coastal experiences. Improved air connectivity, targeted marketing in Tier-2 and Tier-3 Indian cities, and simplified travel facilitation could significantly expand visitor numbers. Beyond India, the same tourism infrastructure upgrades would strengthen Sri Lanka’s appeal to broader international markets. With its beaches, wildlife reserves, cultural heritage sites, and emerging MICE (meetings, incentives, conferences, and exhibitions) potential, Sri Lanka can position itself as a high-value, experience-driven destination. If effectively leveraged, the Indian outbound travel surge could become a major growth engine for Sri Lanka’s tourism recovery and long-term economic expansion. Given all these factors, Sri Lanka’s tourism industry presents many lucrative business/investment opportunities for foreign businesses/investors on the lookout for such in the region.
| Article Code : | VBS/AT/20260514Z_3 |