High-level event in Colombo explores technology, branding, and cultural heritage to deepen bilateral tourism cooperation
The High Commission of India in Colombo hosted a significant tourism promotion event on November 19, 2025, aimed at strengthening the tourism linkages between India and Sri Lanka through enhanced understanding of analytics, branding strategies, and emerging technologies.
Titled “India Sri Lanka Tourism Connect: From the Ganges to the Kelani, A Voyage of Friendship & Discovery,” the event brought together key stakeholders from both countries’ tourism ecosystems to explore collaborative opportunities and showcase the potential for deeper bilateral cooperation in the sector.
High-Level Participation
The event witnessed participation from top government officials, including Mr. Vijitha Herath, Minister of Foreign Affairs, Foreign Employment and Tourism of the Government of Sri Lanka; Mr. Santosh Jha, High Commissioner of India to Sri Lanka and Mr. Harikishore S., Joint Secretary at India’s Ministry of Tourism. Their presence underscored the strategic importance both nations place on tourism as a vehicle for economic growth and people-to-people connectivity.
The gathering attracted prominent representatives from Sri Lanka’s tourism industry ecosystem, including leading outbound and inbound tour operators, hospitality leaders, and media professionals. Key experts from India representing branding, analytics, and technology sectors also participated, creating a dynamic platform for knowledge exchange and partnership exploration.
India’s Tourism Landscape Showcased
A highlight of the event was the keynote address and presentation by Mr. Harikishore S., Joint Secretary at India’s Ministry of Tourism. His address provided comprehensive insights into India’s diverse tourism landscape, its evolving branding strategy, and the new opportunities available for Sri Lankan travelers to experience both luxury and affordable travel options across India.
The presentation emphasized India’s multifaceted tourism offerings, ranging from historical monuments and spiritual destinations to adventure tourism and wellness retreats, positioning the country as an accessible and attractive destination for Sri Lankan tourists.
Madhya Pradesh Takes Center Stage
The event specifically showcased Madhya Pradesh as a key tourist destination for Sri Lankan travelers. A high-level delegation from the Government of Madhya Pradesh, led by Dr. Ilayaraja T., Managing Director of the Madhya Pradesh State Tourism Development Corporation, visited Colombo to participate in the event and engage in targeted promotional activities.
On the sidelines of the main event, the Madhya Pradesh delegation organized various meetings with prominent hospitality companies and the Mahabodhi Society. Significantly, a roundtable interaction was held with Ramayana artists and storytellers, highlighting the deep cultural connections between India and Sri Lanka through their shared heritage.
Regional Engagement and Cultural Diplomacy
Extending the diplomatic outreach beyond Colombo, the Assistant High Commission of India in Kandy organized a tourism promotion meet-up between the Madhya Pradesh delegation and representatives from Sri Lanka’s Central and Uva Provinces. The meeting included officials from the Regional Economic Development Authority (REDA), Sri Lankan tour operators, and members of the Hotel Association of Sri Lanka.
This regional engagement fostered a collaborative environment for exploring tourism partnerships, knowledge sharing, and the development of integrated tourism experiences that can benefit tourists from both nations.
Nurturing Shared Ramayana Heritage
A particularly significant aspect of the delegation’s visit involved meetings with experts, storytellers, artists, and business representatives connected to the Ramayana trail in Sri Lanka. These interactions highlighted the profound cultural relationships between India and Sri Lanka, rooted in the ancient epic that holds spiritual and historical significance for both nations.
The Ramayana circuit represents a unique tourism opportunity that leverages shared cultural heritage to attract spiritual and cultural tourists. By connecting locations associated with the epic across both countries, tourism stakeholders can develop integrated packages that offer immersive experiences celebrating this common civilizational legacy.
Technology and Innovation in Tourism
The event also featured participation from key players in India’s travel and digital ecosystem, including MakeMyTrip and Paytm. These industry leaders shared valuable insights on traveler behavior, digital payment solutions, and evolving consumer trends that are reshaping the tourism industry.
In a notable technological showcase, the Indian Institute of Technology Madras (IIT Madras) presented its Augmented and Virtual Reality (VR) applications for tourism. These immersive technologies offer virtual journeys through India’s iconic destinations, demonstrating how innovation can enhance tourism marketing and visitor experiences.
Strategic Cooperation Framework
The event successfully underscored the shared commitment of India and Sri Lanka to deepen cooperation in the tourism sector through multiple strategic avenues. These include leveraging technology to enhance visitor experiences, improving connectivity between destinations, promoting new and emerging tourism locations, and utilizing data analytics to better understand and serve tourist preferences.
The initiative reflects the broader bilateral relationship between the two neighboring nations, where tourism serves as both an economic driver and a cultural bridge. With India already being the leading source market for Sri Lankan tourism in 2025, accounting for 22% of all inbound traffic, such collaborative efforts are expected to further strengthen these ties.
Future Outlook
The “India Sri Lanka Tourism Connect” event represents a significant milestone in bilateral tourism cooperation, setting the stage for continued collaboration between government agencies, private sector stakeholders, and technology innovators from both countries. By combining India’s vast tourism potential with Sri Lanka’s natural beauty and cultural richness, both nations stand to benefit from enhanced tourist flows, increased revenue, and deeper people-to-people connections.
As both countries continue to recover and rebuild their tourism sectors following global disruptions, such collaborative initiatives provide a roadmap for mutual growth and prosperity through shared tourism development.
