Roadshows can be highly successful marketing and communications tools, especially when planned and executed effectively.
In Tourism promotions they offer an unique opportunity for the country officials to engage directly with their target market, build relationships and drive sales. It helps build and foster relationships with fellow travel professionals and offer a platform to showcase a destination’s unique offerings that drives tourism growth and economic benefits to the destination.
Sri Lanka Tourism has embarked and invested on quite a number on this strategic marketing tool and appears to be gaining ground. They have conducted roadshows in South Korea, Busan, Luxembourg and several other countries, the latest being in India in the city of Luknow, as our cover story reveals on Sunday Observer Explorer’s page 29.The latest efforts on the thus far untapped cities in India, appears to be reaping the benefits.
Sri Lanka has seen a significant increase in tourist arrivals in the first half of 2025 in general, with a notable surge in May and June. Specifically the country welcomed over one million tourists between January1 and May 25, 2025.
This represents a substantial increase compared to the same period last year, driven by strong growth from key markets like India, the UK and China.
Overall growth:
Sri Lanka has seen a 15.6% increase in Tourist arrivals in the first six months of 2025 compared to the same period in 2024, reaching 1.168,044. There is also a strong monthly growth and June saw a 21.8% year- on- year increase, with 138,241 tourists arriving.
India remains top source:
India continues to be the leading source market for Sri Lankan tourism, followed by the UK, China and Australia.India accounts for 416,974 visitors out of a total of two million arrivals in 2024, and is more than double of second- placed Russia, which accounted for 201,920 guests.
Asfor the emerging markets, there’s also been a notable rise in arrivals from Poland, the Netherlands and China. These markets then ought to be the next targets for Sri Lanka Tourism’s accelerated roadshows.
Tap India’s outbound market of 20 million
Early this year Rajiv Mehra, President of the Indian association of Tour Operators (IATO), said that India has a strong market for gaming Tourism. With Sri Lanka on the verge of launching a new casino, will then provide Indian travellers with more reasons to visit.
Amitabh Kant, former Chief Executive Officer of NITI Aayog, a public policy Think Tank of the Govt. of India who is widely known and credited to having initiated ‘incredible India’- the highly successful nation branding campaign also voiced his opinion recently that “Sri Lanka’s unique tourism product is yet to be discovered by a vast majority of Indians.”
Taking serious note of this Sri Lanka Tourism must reach out to India’s outbound market of 20 million.
‘SKY HIGH WINS’
SKY HIGH WINS brought to you by the Sunday Observer Explorer together with Sri Lankan Airlines which we have been running the competition since the launch issue in March gives you the opportunity to win a Sri Lankan Airline ticket. We have published a coupon on page 29, write the answers to the questions asked,fill in with your detailsand attach it to the filled coupon and send to the address given at the bottom of the coupon. Please read the conditions on page 30 before posting. We have the draw every two months in which you stand a chance to win an Airline ticket to the destination of your choice from the five listed in the coupon. We have the draw every two months. We now have the winner of the second draw. Each time we picked 5 consolation prize winners too.
The name of the Winning entry of the second draw is K. V. Wajira Hemantha from Payagala.
We hope to have an event I August at which the airline Ticket will be presented to the two winners and the consolation prizes to 5 others consolation Prize winners of each draw. We will bring you more information on that next week.
‘BEAUTY WINS’
There are only 7 days more for the Miss Universe Sri Lanka pageant! That means there are only 7 more days to enter the competition to select who you think will be the Winner of the prestigious Miss Universe Sri Lanka crown and for you to be awarded the fabulous prizes on offer if you are the selected winner of the competition or be amongst the 20 consolation prize winners. Enter the competition today by filling in the number of your favourite candidate – the number the Sunday Observer Explorer has given each candidate in the coupon published on page 35 and post to the address given.
The pageant will take place on 27th July 2025 at Shangri La Colombo. We will announce the winner of the competition the following Sunday with the rest of the consolation prize winners. Fabulous prizes await the lucky winner with Gifts from amante, the leading intimate apparel brand, Hangla- Ocean Lounge @ One Galle Face and Titanatic hand bags.
The Swimwear round of the Miss Universe Sri Lanka 2025 is taking place today in the happenings place at ‘On 14’ rooftop poolside at Radisson Colombo. It will also mark the last week of reign for the reigning Miss Universe Sri Lanka. While the 33 finalists this year takes their stride by the ON 14 pool for yet another set of serious markings today, before the grand finale.Meloney, the reigning Miss Universe Sri Lanka enjoys her last lap today taking a plunge in the infinity pool of ON 14, which is well splashed in our pages basking in the mesmerizing ambience at ON 14, after a very successful year of reign. Please see page 35 for more.
