In a bid to tap into the growing number of outbound Indian tourists, Sri Lanka and Australia have launched new initiatives aimed at boosting tourism from India. SriLankan Airlines has introduced a unique travel package called the “Ramayana Trail,” offering Indian tourists the opportunity to visit 50 significant locations across Sri Lanka associated with the Hindu epic, the Ramayana.
The trail includes prominent sites such as the Seeta Amman Temple, where Mata Sita is believed to have prayed during her captivity, and Rumassala Hill, where a piece of the Himalayas is said to have fallen, brought there by the monkey god Hanuman. The initiative was officially launched over the weekend in Delhi, where Sri Lanka’s High Commissioner highlighted the cultural, spiritual, and heritage connection between India and Sri Lanka, with the Ramayana serving as an important link.
“The Ramayana is not just a story but a tapestry of culture and spirituality. It has long been a source of inspiration, connecting India and Sri Lanka,” said the Sri Lankan High Commissioner at the launch.
This initiative coincides with the extension of India’s Unified Payments Interface (UPI) to Sri Lanka, improving digital financial connectivity and making it easier for Indian tourists to make cross-border transactions while traveling in Sri Lanka.
Richard Nuttall, CEO of SriLankan Airlines, expressed pride in the new venture, stating, “Our Gurus have come up with the wonderful idea of the Ramayana trail, and we’re excited to bring this concept to India. We hope it will elevate tourism between India and Sri Lanka to a new level.”
Indian tourists have been flocking to Sri Lanka in large numbers, with India being the largest source of foreign tourists to the country in October 2024, accounting for 26.8% of all international visitors. Approximately 36,000 Indian tourists visited Sri Lanka that month. The number has continued to grow, with around 26,700 Indian tourists arriving from November 1–20, 2024, according to Sri Lankan government data.
Meanwhile, in Australia, Tourism Australia has launched a new campaign titled “Howzat for a holiday?” aimed at attracting Indian tourists, coinciding with the Border-Gavaskar Trophy series. The campaign features Australian Test cricket captain Pat Cummins as its ambassador, using the popularity of the cricket series to promote Australian tourism.
Senator Don Farrell, Australia’s Minister for Trade and Tourism, emphasized the opportunity the cricket series presents, saying, “With millions of people across India watching the Test series in Australia, we have a chance to showcase why there’s no place like Australia for a holiday.”
Tourism from India to Australia is already surpassing 2019 levels, and arrivals are expected to double pre-pandemic numbers by 2028, according to Tourism Research Australia. Phillipa Harrison, Managing Director of Tourism Australia, pointed out that the Indian market holds immense potential, with over 1.4 billion people and a growing number of travelers seeking overseas vacations.
The report from the International Trade Administration (ITA) highlights that Indian tourists are among the highest spenders per visit abroad, making a significant contribution to the economies of the countries they visit. With the increasing number of Indian travelers, experts predict that India will soon overtake China as the largest source of international tourists.
Both Sri Lanka and Australia are positioning themselves to capitalize on this trend, with initiatives like the Ramayana Trail and “Howzat for a holiday?” campaigns designed to attract and engage Indian tourists seeking unique and memorable travel experiences.
