Sri Lanka can easily attract millions of Indian tourists, if it plays its cards right

Sri Lanka
By Editor_1
Harikishore S, Joint Secretary, Indian Ministry of Tourism

Indian Tourism Ministry Joint Secretary Harikishore S outlines how Sri Lanka can tap into India’s booming outbound travel market through smart branding, niche tourism and cross-border cultural trails

By Robert Antony

COLOMBO – India’s outbound travel market is rapidly expanding, with over 30 million Indians now travelling abroad annually. Sri Lanka, just an hour’s flight away and sharing deep cultural and historical connections with India, is strategically positioned to benefit from this growing demand.

But Sri Lanka must move with clarity and strategy, says Harikishore S, Joint Secretary, Indian Ministry of Tourism. In a brief yet wide-ranging interview with Virakesari during his visit for the ‘India–Sri Lanka Tourism Connection: From Ganges to Kelani’ summit in Colombo, he outlined how the country can sharpen its tourism appeal: by offering targeted experiences for different age groups, building niche identities akin to Kerala’s wellness brand or the Maldives’ luxury model, tapping the vast potential of short-haul travel, and leveraging its natural hospitality and solid infrastructure. He also pointed to emerging opportunities, from cruise tourism and golf tourism to a seamless digital travel system, that could help usher in a new wave of Indian visitors.

Excerpts from the interview:

Question: How do you view the tourism connectivity between Sri Lanka and India? What is your general perspective?

Answer: There are significant opportunities to create Joint Trails between the two countries. For example, the ‘Ramayana Trail’ and ‘Buddhist Trail’. Just as the ‘Himalayan Tourism Trail’ was created connecting Nepal, Bhutan, and India, we can connect the Ramayana and Buddhist trails here. If tourism stakeholders come forward, this will be a massive opportunity.

Q: What needs to be done to increase the number of tourists from India to Sri Lanka and utilize this opportunity fully?

A: More people in India travel domestically. These individuals belong to the upper-middle class economically. They can afford travel expenses. Now, their expectations have increased. Rather than visiting another state, they prefer going to a foreign country. Currently, 30 million Indians travel abroad. This offers two advantages for Sri Lanka. One: Indians want to go abroad. Two: Sri Lanka is very close (short haul). We are culturally united. Travelling to Sri Lanka is easier and less expensive for them than going to London or Germany. It is as easy as travelling from Chennai to Delhi. Seventy per cent of tourists prefer short-haul trips. Therefore, if the right plans are put forward, Sri Lanka can easily attract Indians.

Q: What do Indian tourists expect from Sri Lanka?

A: It depends on their age group and category. Youth go to places like Indonesia for honeymoons and leisure. Sri Lanka has such places and can attract the youth. The elderly mostly prefer pilgrimages. The Ramayana trail can be highlighted for them. Middle-aged people desire new experiences. Sri Lanka can offer small and unique experiences like Tea Tourism, Historical Tourism, and Wellness Tourism. In short, the secret to success is marketing the right product to the right demographic.

Q: Given that over 500 million Indians now belong to the middle class, how can Sri Lanka tailor its tourism strategy to draw them in?

A: Every country positions itself with a specific identity. The Maldives means beaches, Indonesia means leisure, and Vietnam is identified as affordable. When I was the Director of Kerala Tourism, we positioned Kerala as a ‘Luxury Tourism Destination.’ Similarly, Sri Lanka must create a unique market (niche market) and position itself. There is a market opportunity here for all ages and all classes.

Q: What is your assessment of Sri Lanka’s infrastructure and hospitality facilities?

A: From what I observed on the way from the airport, Sri Lanka has three distinct advantages. Excellent infrastructure (roads and hotels), cleanliness, and most importantly, the natural hospitality of the people. People here like welcoming foreigners and interacting with them. The natural environment required for tourism exists here.

Q: Sri Lanka has welcomed around 430,000 Indian visitors so far this year. How do you envision the future of tourism between the two countries?

A: It will definitely increase. SriLankan Airlines is providing an excellent contribution. Apart from this, Sri Lanka can undertake new initiatives like Golf Tourism and Cruise Tourism. Indians generally go on 5-day tours. Short-term tourism plans could be created where travellers come from Mumbai to Sri Lanka by ship, tour the country, and return. If the market opportunity exists, anything is possible.

Q: About 300,000 Sri Lankans visit India annually. What is your message to them?

A: According to statistics, 60% visit for tourism and 23% for business. I have only one thing to say to them: “Feel India.” Previously, tourism was about just touching places; now it has turned into an experience. India is excellent for self-discovery and rejuvenating the mind. Don’t stop with just one visit; explore India more deeply. One cannot fully see India even in a lifetime.

Q: The tourism sector is highly sensitive to sudden changes. What precautionary measures should be taken to safeguard it?

A: Tourist safety is paramount. Floods and natural disasters are cyclical challenges. It took us five years to return to normalcy after COVID. All countries are now trying to ensure safety and facilitate ease of travel. In India, immigration procedures have been digitized. There are simple payment methods like UPI. Our goal is to make the passenger experience simple and safe through digital technology and Artificial Intelligence.

–Robert Antony, a multiple award-winning journalist, currently serves as Assistant Editor at Virakesari

Editor_1
You might also like More from author

Comments are closed, but trackbacks and pingbacks are open.

otc high blood pressure treatment blood pressure guidelines medications blood pressure pills that is safe for the liver high blood pressure medication levothyroxine blood pressure medication that reduces blood pressure is there any difference in blood pressure pills high blood pressure child medication blood pressure medication recommendation nose blue blood pressure medication blood pressure is 150 68 should i take my medication blood pressure medication while nursing taking a bunch of high blood pressure pills aerobic exercise and blood pressure medication good blood pressure medication acupuncture treatment for low blood pressure best over the counter pills for high blood pressure blood pressure pill amlodipine besylate high blood pressure signs and treatment moderna vaccine blood pressure medication which blood pressure drugs do not cause tinnitus blood pressure medication fights cancer blood pressure medication skin rash side effects of high blood pressure medication impotence medication to avoid on blood pressure medications high blood pressure rx medication peripheral neuropathy caused by blood pressure medication high blood pressure in pregnancy treatment nice runny nose do to blood pressure medication how to get off of blood pressure pills hiv medication and high blood pressure niacin treatment for high blood pressure two drugs for blood pressure that caused cancer high blood pressure causing medications high blood pressure medication names canada blood pressure medication side effects alcohol i take 3 blood pressure medication blood pressure pills that help with anxiety what iv drug raises blood pressure list of doctors who formulated blood pressure medications how to remember blood pressure medications sleeping pills blood pressure how fast does blood pressure medication take effect sweet n low high blood pressure medication home treatment for blood pressure high blood pressure medication matrocet high blood pressure medication doses blood pressure drug bystolic iberstaron blood pressure medication blood pressure medications st alphabetical celexa and high blood pressure medication does blood pressure pills irritation skin can i take combivent with high blood pressure medication blood pressure medications beta blockers list what to do if blood pressure medication does not work drugs to lower your blood pressure red beet pills for blood pressure taurine and blood pressure medications how ling for garlic pills to lower blood pressure blood pressure medication list and side effects can i take aspirin with high blood pressure medication blood pressure medication teaching about hot tubs water pills high blood pressure over counter what is an arb medication for blood pressure resveratrol high blood pressure medication high blood pressure medication and weight loss gum disease and blood pressure medication benzenesulfonic acid in blood pressure medication taking two blood pressure pills by mistake allergy pills for high blood pressure blood pressure prescription drugs safety blood pressure medication in pregnancy trazodone and blood pressure medication which blood pressure medication is linked to skin cancer list of blood pressure medications with the least side effects could blood pressure medication make blood thicker disadvantages of high blood pressure medication blood pressure medications ludipril typical drugs for high blood pressure otc water pills for high blood pressure blood pressure medications that do not doncause bowel blockage high blood pressure after corrosion treatment how soon does high blood pressure medication work blood pressure medication teaching amertyrine high blood pressure medication increased blood pressure and heart rate after drug overdose over the counter drugs high blood pressure blood pressure medication 25 is blood pressure medication a nitrate most effective blood pressure pills blood pressure medical does red yeast rice interfere with high blood pressure medication can apple cider vinegar pills lower blood pressure does blood pressure medication give you headaches high blood pressure medication and driving should you take blood pressure pills with food inn blood pressure drugs can you eat bananas if taking blood pressure medication popular high blood pressure medication blood pressure medication los blood pressure medication second drug low blood pressure and hypertension medication do water pills lower blood pressure high blood pressure pill aqunadine high blood pressure cholesterol medication how does medication lower blood pressure acetaminophen blood pressure medication blood pressure medication 30 mg that works around the heart what does grapefruit do to blood pressure medication can red yeast rice be taken with blood pressure medication pharmaceutical treatment for high blood pressure are blood pressure pills statins blood pressure pills that start with r blood pressure medication and male impotence taking baby aspirin with other high blood pressure medications what is the medical name for a blood pressure cuff leg cramps and blood pressure medication blood pressure pill name starts with p natural high blood pressure treatments blood pressure medication names losartan higher blood pressure with radiation treatment medical marijauna high blood pressure how to avoid medication for high blood pressure what time is best to take blood pressure medication medication for palpitations and high blood pressure latest news on blood pressure treatment what if i take two blood pressure pills does xanax interfere with blood pressure medication amlipan blood pressure medication vitamin e and blood pressure medication tell me the side effects of high blood pressure medication herbs pills to lower blood pressure blood pressure medication urge to urinate what medication will safely replace lisop as blood pressure medicine active ingredient in high blood pressure medication blood pressure medications cause adrenal tumors is biktarvy ok to take with high blood pressure medication alembic blood pressure medication sandoz blood pressure medication exercise high blood pressure medication grapefruit pills blood pressure treatment for high blood pressure at home blood pressure medication for patients with osa cycle on off blood pressure medication blood pressure drugs that do not cause heat sensitivity blood pressure medications that do not cause coughing what blood pressure medications do not cause rosacea pfizer blood pressure medication side effects do garlic pills really help lower blood pressure should i take medication for anxiety induced blood pressure treatment for uncontrolled blood pressure decongestant medication high blood pressure can stiff days be used with high blood pressure medication how long does it take medication to lower blood pressure what if i miss a blood pressure pill tribenzor high blood pressure pills law lawsuit 2023 treatment of sudden drop in blood pressure zoloft and blood pressure medication orange high blood pressure pill cancer blood pressure pill why cant people with high blood pressure take keto pills how long for blood pressure to go down mini pill should i get second opinion before taking blood pressure medication blood pressure erectile dysfunction medication high blood pressure medication m lot ben medical device lowers blood pressure puppy ate blood pressure pill are there medications for low blood pressure dod blood pressure medication is losartan a blood pressure pill combination drugs for blood pressure marijuana and blood pressure medication interaction blood pressure medication interactions with grapefruit can you eat bananas while taking high blood pressure medication steps before going on high blood pressure medication blood pressure medication when to cut down foods to avoid on blood pressure medication blood pressure medications depression blood pressure medication non beta blocker tattoos and high blood pressure medication what is the medications used to lower blood pressure quickly high blood pressure medication leg swelling blood pressure medication men in your 40s blood pressure medication wieight loss blood pressure medication hy can blood pressure medication lower blood sugar does blood pressure medication make you pee natural treatment high blood pressure during pregnancy can you take l arginine with high blood pressure medication what class of blood pressure medication can can blood pressure pills reduce appetite faa approved medication for high blood pressure high blood pressure medication during pregnancy best blood pressure medication for type 2 diabetes blood pressure and pain medication pain medication that does not affect blood pressure best high blood pressure drugs on the market if you take incorrect medications to lower blood pressure low blood pressure treatments does your body have to adjust to blood pressure medication why water pill for high blood pressure drugs for treatment of very high blood pressure during pregnancy can i drink grapefruit juice with high blood pressure medication can blood pressure pills make you feel cold high blood pressure medication that helps with weight loss amlodipine blood pressure drug blood pressure medication for infants varicose veins blood pressure medication life extension high blood pressure medication does tylenol interfere with blood pressure medication can i take diamox with other high blood pressure medications prestige medical blood pressure cuff calibration drugs used for high blood pressure chamomile tea and high blood pressure medication narcotics stored alongside blood pressure medications in does nutrigrove blood pressure pills work extremely low blood pressure treatment blood pressure medication for iga nephropathy blood pressure medication low side effects can i increase my blood pressure medication what is the best blood pressure medication to take drugs that cause increased blood pressure does biotin interfere with high blood pressure medication cani od on high blood pressure pills blood pressure medication that also helps with jerking blood pressure medication categories first line treatment of high blood pressure medication for low blood pressure in usa armour thyroid drug interactions blood pressure meds hepatitis c treatment high blood pressure high blood pressure arb drugs low blood pressure treatment with essential oils high blood pressure medication list for pregnancy blood pressure medication and snake venom blood pressure medication low dose liquid blood pressure medications ivf drugs and high blood pressure left my blood pressure medication does it matter when you take blood pressure medication can you take blood pressure pills twice a day privilin blood pressure medication how big are blood pressure pills once you start blood pressure medication can you stop diuretic in blood pressure medication what medication reduce blood pressure new blood pressure treatment prescribed home medications for high blood pressure blood pressure medication side effects forums taking blood pressure pills dizzy when bend over a lot blood pressure medication and nyquil cinnamon pills and high blood pressure temporary high blood pressure treatment single agent blood pressure medication blood pressure medication made in china fda approved medications to reduce blood pressure immediate treatment for high blood pressure at home best time to take blood pressure pills muscle loss on high blood pressure medication blood pressure medication when needed treat high blood pressure without medication blood pressure medication side effects for men cbd pills for high blood pressure blood pressure regulation without medication blood pressure medication and pre workout high blood pressure alzheimer disease and antihypertensive treatment miss blood pressure medication blood pressure pills suicide peaceful emergency drugs for low blood pressure common blood pressure medications in canada systolic blood pressure define medical viril and high blood pressure pills can statin drugs help lower blood pressure do you have to wean off blood pressure medication new drugs for blood pressure when is high blood pressure medication necessary drugs for hi blood pressure cold medications and blood pressure taking 2 blood pressure pills mistake why doctors stopped prescribing blood pressure medication common high blood pressure medication canada what side effects does blood pressure medication have ulcer medication high blood pressure can high blood pressure medication elevate alkaline phosphatase blood pressure medication warning getting blood pressure medication jamaica alkaline water and blood pressure medication blood pressure going up and down with medication drugs reduce systolic blood pressure treatment for rapid high blood pressure low blood pressure alternative treatment do all high blood pressure medications cause weight gain medication for increasing blood pressure blood pressure medication for african american males vitamins for high blood pressure treatment aleve with blood pressure medication how to lower blood pressure without pills blood pressure triple pill who blood pressure guidelines for hygiene treatment what drug reduces blood pressure blood pressure medications enalapril met blood pressure medication