By: Staff Writer
November 24, Colombo (LNW): As the number of outbound Indian tourists rises, Sri Lanka and Australia are introducing new initiatives to draw in more visitors from India.
SriLankan Airlines recently unveiled the “Ramayana Trail,” a unique travel package targeting Indian tourists.
This trail highlights 50 key locations in Sri Lanka linked to the Hindu epic, the Ramayana. Among these sites are the Seeta Amman Temple, associated with Sita’s prayers during her captivity, and Rumassala Hill, believed to be a fragment of the Himalayas dropped by Hanuman.
Sri Lanka’s High Commissioner launched the trail in Delhi, emphasizing the Ramayana’s deep cultural and spiritual ties between India and Sri Lanka.
The initiative aligns with the extension of India’s Unified Payments Interface (UPI) to Sri Lanka, easing digital transactions for Indian tourists.
It was extended to the country, which enhances digital financial connectivity. It not only facilitates cross-border transactions, and digital connectivity but also helps the Indian tourists travelling to the country.
Sri Lankan Airlines’ CEO, Richard Nuttall, expressed pride in promoting the Ramayana Trail, aiming to elevate Indian tourism to new heights. In October 2024, Indian visitors accounted for 26.8% of all foreign tourists in Sri Lanka, with the trend continuing strong in November.
Meanwhile, Australia is also targeting Indian tourists with its “Howzat for a holiday?” campaign, coinciding with the Border Gavaskar Trophy. Australian Test cricket captain Pat Cummins leads the campaign, aiming to capitalize on India’s massive cricket viewership.
According to Senator Don Farrell, the cricket series presents a unique opportunity to showcase Australia as a prime travel destination.
Tourism Australia’s Managing Director, Phillipa Harrison, noted that Indian tourism to Australia is expected to exceed pre-pandemic levels, with a forecasted doubling by 2028. Indian tourists are known for their high spending abroad, making them a valuable demographic for global tourism.
Overall, both Sri Lanka and Australia are tapping into India’s growing travel market, seeing it as a significant opportunity to boost their tourism industries.
Senator Don Farrell, Australia”s Minister for Trade and Tourism in a statement said, “With tens of millions of people across India tuning in to watch the Test cricket series here in Australia, we have an opportunity to showcase to a huge audience why there is no place like Australia for a holiday.”
The number of Indian travellers visiting Australia already exceeds 2019 levels and, according to Tourism Research Australia, arrivals from India are forecast to double pre-pandemic levels by 2028.
Tourism Australia Managing Director, Phillipa Harrison pointed out, “With a population of more than 1.4 billion people and more Indians looking to travel, the potential in the Indian market is endless and we see the Test series as our chance to get on the front foot and promote our country to a captive TV audience.”
According to a report by the International Trade Administration (ITA), Indian tourists are one of the highest spenders per visit abroad, which contributes to the economies of the countries they visit. The number of Indian travellers is not only increasing in numbers but is expected to overtake Chinese travellers in the coming years.
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