Thursday Mar 19, 2026
Thursday Mar 19, 2026
Thursday, 19 March 2026 05:21 - - {{hitsCtrl.values.hits}}
Sri Lanka Tourism has launched an aggressive push into India’s high-value travel segments, rolling out immediate roadshows in Chennai, Kolkata and Ahmedabad, as it seeks to capitalise on shifting regional travel dynamics and geopolitical uncertainties in the Middle East.
Sri Lanka Tourism Promotion Bureau (SLTPB) Chairman Buddhika Hewawasam said on Tuesday that the strategy is designed to tap into India’s fast-growing outbound MICE and destination wedding segments, particularly at a time when traditional hubs such as Dubai face operational uncertainties.
Recognising Gujarat as one of India’s wealthiest states with strong corporate and diaspora links, authorities have secured a new direct SriLankan Airlines flight to Ahmedabad starting next month.
The move is expected to significantly enhance connectivity and position Sri Lanka as a preferred destination for high-spending corporate groups and large-scale wedding parties.
“With the Middle East currently facing geopolitical uncertainties, Sri Lanka has a unique opportunity to capture outbound Indian MICE and destination wedding traffic that traditionally like Dubai,” Hewawasam said.
He stressed that market segmentation is now key to the country’s tourism strategy.
The new Ahmedabad route is expected to strengthen access to western India’s high-net-worth clientele, particularly from Gujarat’s robust business community, known for large-scale corporate events and elaborate wedding celebrations.
India continues to dominate as Sri Lanka’s largest source market. During the first 15 days of the month, India accounted for 23,224 visitors, representing 25% of total arrivals. On a year-to-date basis, India leads with 122,984 visitors.
“MICE is one lucrative market segment which is a primary focus, and on the other hand, there are certain specialised tourism market segments like wedding and honeymoon markets, which are additionally focusing on India. What we need is to pivot towards these different market segments,” he added.
Tourism officials believe the strong air connectivity between the two countries, short travel time and cultural affinities make Sri Lanka an attractive alternative for Indian corporates and affluent families seeking overseas venues for conferences, incentive tours and destination weddings.
Beyond India, Sri Lanka is also stepping up efforts to position itself as a premier global wedding destination. Hewawasam said the country has submitted a bid to host the prestigious EWPC international wedding event next year, a move aimed at showcasing its capability to handle high-end international weddings and related services.
Industry stakeholders say that destination weddings and MICE tourism deliver higher per capita spending compared to leisure travel, benefiting hotels, event planners, decorators, transport providers and ancillary service sectors.
