Sri Lanka must capture more of India’s outbound travel boom: Tourism Deputy Minister

Prof. Ruwan Ranasinghe addressing Global Innovation and Leadership Summit acknowledges major gap in Sri Lanka’s tourism strategy towards India
Describes India as a key market that cushions seasonal fluctuations in other source markets
Says AI and digital consumer trends are reshaping tourism demand
Identifies agriculture, marine industries and creative economy as sectors with significant growth potential

Sri Lanka must urgently reposition itself to capture a greater share of India’s rapidly expanding outbound travel market, Deputy Minister of Tourism Prof. 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 & Leadership Summit in Colombo under the theme “The Island where India feels at home,” Prof. 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 last week at Cinnamon Grand Colombo, bringing together policymakers, diplomats, business leaders and entrepreneurs from both countries to explore deeper economic and strategic cooperation.

Prof. 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, Prof. 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, Prof. 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.

Among those in attendance were Western Province Governor Hanif Yusoof, Indian High Commissioner to Sri Lanka Santosh Jha, and Zee Media CEO Sudhir Chaudhary, along with diplomats and senior business leaders from both countries.

Source: Daily FT