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Sri Lanka, Australia roll out initiatives to attract Indian tourists
Government data reveal that Indians were the largest group of foreign visitors to Sri Lanka in October 2024, accounting for 26.8 percent of arrivals, or approximately 36,000 travelers.
Stock image. / Pexels
Sri Lanka and Australia have unveiled targeted initiatives to capitalize on the growing number of outbound Indian tourists. Sri Lankan Airlines has introduced the "Ramayana Trail," a unique package encompassing 50 sites associated with the Hindu epic, while Tourism Australia has launched a cricket-themed campaign to draw visitors.
The "Ramayana Trail" highlights landmarks such as the Seeta Amman Temple, where Sita is believed to have prayed during her captivity, and Rumassala hill, said to be linked to the Himalayas in the Ramayana. Officially launched in Delhi over the weekend, the Sri Lankan High Commissioner emphasized the cultural and spiritual significance of the initiative.
“The Ramayana is not merely a story; it is a tapestry encapsulating culture, spirituality, and heritage. It has fostered a deep connection between India and Sri Lanka,” the High Commissioner said. He also highlighted the role of Sri Lankan Airlines in offering an enriching experience to travelers.
Sri Lankan Airlines CEO Richard Nuttall shared the airline's pride in promoting the Ramayana Trail. “Our gurus came with this wonderful idea, that it was time for the Ramayana trail. We hope this will take tourism from India to Sri Lanka to a new level,” Nuttall said.
The initiative is well-timed, with Sri Lanka recently integrating India’s Unified Payments Interface (UPI), facilitating seamless cross-border transactions and digital connectivity for Indian tourists. Government data reveals that Indians were the largest group of foreign visitors to Sri Lanka in October 2024, accounting for 26.8 percent of arrivals, or approximately 36,000 travelers.
Meanwhile, Tourism Australia has launched a cricket-themed campaign titled "Howzat for a Holiday?" featuring Australian Test cricket captain Pat Cummins. The campaign, timed with the Border-Gavaskar Trophy, seeks to leverage cricket's popularity in India to boost travel Down Under.
Both countries aim to enhance their appeal to Indian tourists, who are increasingly venturing abroad, driving a surge in regional tourism.
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