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Sri Lanka Targets Gujarat For Tourism And Business

Tourism leaders Met In Ahmedabad To Strengthen Business Ties With Sri Lanka Travel Agents and Airlines

Sri Lanka Tourism stepped up its outreach in western India on Thursday with a travel trade roadshow in Ahmedabad, bringing together tourism businesses, airlines, travel agents and industry bodies from both Sri Lanka and Gujarat.

The event, organised by the Sri Lanka Tourism Promotion Bureau (SLTPB) in partnership with the Consulate General of Sri Lanka in Mumbai, was held at Crowne Plaza Ahmedabad. It focused on strengthening business links between travel companies in Gujarat and tourism suppliers from Sri Lanka.

The roadshow comes at a time when India remains the largest tourism source market. According to tourism figures released by Sri Lankan authorities, the island nation welcomed more than 2.3 million international visitors in 2025, the highest annual total in its history. Indian travellers accounted for more than 531,000 arrivals, representing nearly 23 per cent of all foreign visitors. Sri Lanka has set a target of attracting more than 3 million international tourists in 2026 as it continues its tourism recovery and expansion efforts.

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Industry representatives from both countries attended the Ahmedabad programme. Among those present were Prashant Madlani, Chairman of the Gujarat Chapter of the Travel Agents Association of India (TAAI); Shreeram Patel, Honorary Secretary General of TAAI; Ronak Shah, National Managing Committee Member of the Travel Agents Federation of India (TAFI); and Munjal Filler, President of the Tour Operators and Travel Agents Association of Gujarat (TAG).

The Sri Lankan delegation included Nalin Jayasundera, President of the Sri Lanka Association of Inbound Tour Operators (SLAITO) and a Board Member of the Sri Lanka Tourism Promotion Bureau. Also attending were Fawzan Fareid, Regional Manager for India, Bangladesh and Nepal at SriLankan Airlines; Suman Udhayakumaran, Sales Manager for Maharashtra and Gujarat at SriLankan Airlines; and Imthiyas Munshi, Sales Manager at FitsAir.

Officials said 46 Sri Lankan travel and tourism companies took part in the Ahmedabad programme. The delegation represented hotels, resorts, destination management companies, tourist attractions, airlines and other tourism service providers.

During the conversation with Nalin Jayasundera, President of the Sri Lanka Association of Inbound Tour Operators (SLAITO), he described the event as “Today is a very significant day for Sri Lanka Tourism and travel agents in Gujarat due to the new direct flight. Connectivity is now much easier, with 140 flights operated from 10 cities in India. Travellers can enjoy a free visa and an easy process, with ETAs available within 24 hours. All types of food, including Jain and vegetarian, are available in Sri Lanka. Sri Lankan destination management companies are flexible, understand the Indian mentality, and easily handle last-minute reservations. Clients are rarely unhappy in Sri Lanka because they receive high-quality service at a very attractive price. Sri Lanka is a very safe destination, making it ideal for families, weddings, MICE, and sports, such as organising cricket matches for clubs and schools.

Mr Munjal Filler, President of the Tour Operators and Travel Agents Association of Gujarat (TAG) said that “Sri Lanka’s new direct air links from Ahmedabad are being presented as a meaningful boost for travel, trade, and regional connectivity.” He went on to say that “the route will reduce dependence on Middle East transit hubs, open easier access for leisure travellers, and strengthen movement for NRIs and international passengers.

Sri Lanka is an attractive destination for short stays, citing beaches, national parks, and other tourism draws as reasons visitors may spend more time there. At the same time, the introduction of Sri Lankan Airlines services from Ahmedabad is described as a sign of Gujarat’s growing importance in international aviation.

The event included destination presentations, business-to-business meetings, networking sessions, media interactions and cultural performances. Travel agents and tour operators from Gujarat were able to meet suppliers directly and discuss travel products, holiday packages and future business opportunities.

The growing focus on Ahmedabad reflects broader changes in India’s outbound travel market. Over the past decade, Gujarat has emerged as one of the country’s strongest business and consumer markets. Rising household incomes, increasing international air connectivity, and growing interest in overseas holidays have contributed to higher demand for foreign travel.

Travel industry data shows that Indian travellers are increasingly choosing short-haul destinations that offer convenient flight connections, visa-friendly entry policies and a wide range of experiences. Sri Lanka has benefited from this trend due to its geographical proximity to India and relatively short travel times from major Indian cities.

Tourism experts note that Indian visitors travel to Sri Lanka for different reasons, including family holidays, beach tourism, religious tourism, destination weddings, business meetings and incentive travel. The Meetings, Incentives, Conferences and Exhibitions (MICE) segment has also become an important area of growth as companies seek international venues close to India.

Sri Lanka’s tourism sector has undergone a significant recovery since the challenges created by the Covid-19 pandemic and the country’s economic difficulties in recent years. Visitor arrivals have steadily increased, supported by improved airline connectivity, marketing campaigns in key source markets and renewed interest from international travellers. Tourism remains one of Sri Lanka’s most important foreign exchange earning sectors.

For Indian tourists, Sri Lanka offers a mix of attractions within a relatively compact geographical area. Visitors can travel between beaches, wildlife parks, ancient heritage sites and hill country destinations within a short period. Popular attractions include cultural sites recognised by UNESCO, national parks known for elephant and leopard sightings, tea-growing regions and coastal resorts.

Air connectivity continues to play a major role in tourism growth. SriLankan Airlines operates services connecting India and Lanka, while other carriers have expanded options for travellers from different Indian cities. Easier access has helped make the island a practical choice for both leisure and business travellers.

Officials at the Ahmedabad roadshow said Gujarat is becoming an increasingly important market for Sri Lanka Tourism. They noted that travellers from the state are seeking a wider range of international experiences and that stronger partnerships with travel agents can help increase visitor numbers in the years ahead.

The Ahmedabad event formed part of Sri Lanka Tourism’s wider engagement with the Indian travel trade. By bringing together tourism stakeholders from both sides, organisers hope to create new business partnerships and support future growth in travel between Gujarat and Sri Lanka.

As competition among international destinations for Indian tourists continues to intensify, direct engagement with regional travel markets such as Gujarat is becoming an important strategy for tourism boards seeking to expand their presence in one of the world’s fastest-growing outbound travel markets.