Sri Lanka Tourism is set to unveil a comprehensive new marketing initiative aimed at the Indian market starting from mid-April. This announcement comes on the heels of conducting roadshows in Mumbai and New Delhi earlier in the month.

Nalin Perera, the Managing Director of Sri Lanka Tourism Promotion Bureau, expressed optimism about the country's recovery from the pandemic and economic difficulties. "Our recent efforts have been centered around instilling confidence in tourists that Sri Lanka is a safe and ready destination. With the upcoming campaign, we aim to highlight the diverse attractions Sri Lanka has to offer, beyond our famed beaches, including our rich culture, religious sites, culinary experiences, adventure activities, wildlife, and more," Perera explained.

The campaign will be a comprehensive 360-degree marketing effort, spanning digital, print, and television media, backed by a 'substantial' financial investment. "Given the strong interest from the Indian market, we are planning an aggressive promotion. This campaign will also aim at achieving a wider regional impact," Perera further added.

Sri Lanka Tourism has set an ambitious target of attracting 600,000 Indian visitors in 2024, which would mark a record-breaking achievement from its primary source of inbound tourism. In the previous year, the island welcomed 302,844 Indian tourists, a significant increase from the 123,004 visitors in 2022. The record year so far has been 2018, with 424,887 Indian tourists.

January 2024 saw a remarkable surge in Indian tourists to Sri Lanka, with numbers increasing by over 100 percent from 13,759 in January 2023 to 34,399. The focus for attracting Indian tourists includes segments such as Free Independent Travellers (FITs), families, weddings, and MICE (Meetings, Incentives, Conferences, and Exhibitions). Sri Lanka welcomed 1.5 million international tourists and is aiming for 2.3 million in 2024.