Sri Lanka Strengthens Tourism Outreach in South India with Roadshows in Madurai, Coimbatore, and Chennai
Sri Lanka Tourism has enhanced its promotional activities in India by showcasing the country’s diverse tourism offerings through a series of B2B roadshows and networking events in Madurai, Coimbatore, and Chennai on October 6, 8, and 10, 2025.
The events brought together over 400 travel agents and tour operators from these cities, along with 39 stakeholders from Sri Lanka representing destination management companies, leisure and MICE operators, hotels, resorts, and other service providers.
Organized by the Sri Lanka Tourism Promotion Bureau (SLTPB) and the Sri Lanka Convention Bureau (SLCB), the initiative aimed to increase visitor numbers from southern India by promoting Sri Lanka as a year-round destination for different traveller segments.
Each city hosted B2B meetings and networking sessions, connecting Sri Lankan tourism representatives with Indian industry professionals. Media gatherings were also held with leading Indian outlets to build greater awareness and interest in Sri Lanka as a travel destination.
A cultural dance troupe performed at the events, presenting elements of Sri Lanka’s heritage and traditions.
India remains Sri Lanka’s top source market, accounting for 22% of total tourist arrivals. From January to September 2025, Sri Lanka welcomed 1,725,494 tourists, including 375,292 visitors from India. Tourism earnings surpassed USD 2.3 billion by August 2025, indicating steady growth in the sector.
This series of roadshows reflects Sri Lanka Tourism’s ongoing efforts to strengthen partnerships with the Indian market, deepen industry collaboration, and showcase the country’s range of travel experiences — from beaches to cultural landmarks.
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