- BW Businessworld India CEO Bhuvanesh Khanna on SL losing out on a large Indian tourism mkt. due to the lack of communication
South Asia’s tourism is evolving fast. Last year (in 2025), Sri Lanka welcomed 2.3 million visitors, with India leading at 531,000 arrivals. Indian travellers now account for roughly 22–25 per cent of inbound tourism, yet, questions remain about spending, strategy and the long-term appeal.
On Kaleidoscope is BW Businessworld India Chief Executive Officer (CEO) and hospitality innovator behind BW Hotelier and BW Travel, Bhuvanesh Khanna, who was in Sri Lanka last week. A former Vice President of The Hindustan Times and a pioneer at Reliance Retail, Khanna had a frank discussion about what Sri Lanka has to offer and shared his insights on regional tourism on what is working, what is broken and what must change.
Following are excerpts of the interview:
We discuss a lot in South Asia about tourism as a collective, but, in reality, is it still every country for itself?
South Asia exists by name only; each country is doing its own thing. Everyone is selling their own destination. There is very little collaborative offering. Realistically speaking, there are only three or four places around the region that are great tourism destinations. There are destinations around India and if you go South, there’s Sri Lanka and the Maldives or you go to Bhutan and Nepal. But, the fact is, each one of them is doing its own thing. There is very little collaboration.
Look at Thailand and Vietnam; they have clear, consistent and constant communication. Thailand also has an advantage because Indians have really embraced it. It feels like a familiar destination, it offers great value for money, the fares are good and the hotel rates are good. But, Sri Lanka’s advantage is actually much stronger — you just need to explore it and reach out to the target group.
India’s outbound travel is booming. Why is Sri Lanka failing to convert that momentum into a sustained, high-value arrival proposition?
Sri Lanka simply hasn’t reached out well enough. There’s a saying that we use: ‘jo dikta hai, woh bikta hai’ — what you can showcase is what you can sell. People are aware of Sri Lanka, but, awareness alone isn’t enough.
Around 80% of Indians are Hindus, and there’s a strong connection with Sri Lanka because of the pilgrimage sites. There is a genuine desire to visit. But, Sri Lanka hasn’t communicated effectively to the Indian masses. Look, we are 1.4–1.5 billion people. The scale itself creates opportunity. Sri Lanka really needs to tap into the right target groups.
Does Sri Lanka still sit in the Indian traveller’s mind as a cheap, quick getaway rather than a serious destination like Thailand or Vietnam?
Yes and no. Proximity plays a role, and so do fares. But, we need to come back to the basics. India is 1.5 billion people, and not everyone is travelling. Not everyone is travelling overseas either.
In many ways, Sri Lanka is an extension of India. It is extremely well connected. You only need a small slice of that market to succeed. There are also so many advantages — cuisine, language, and familiarity. Most Indians are vegetarian, at least at home, or someone in the family is. Sri Lanka offers that. You have great food, language comfort, cultural familiarity, and proximity – the perfect formula.
What are Indian tourists looking for in Sri Lanka today? What experiences are they actively seeking, and can we deliver them?
What do people look for when they come to Sri Lanka? Beaches, hills, heritage and pilgrimages. And what do they go elsewhere for? Luxury. But, Sri Lanka actually has all that as well. Just the other day, when I was flying in, there was a group of about 50 senior citizens from a club. They were all above 65 or 70 years of age. You could tell they were first-time travellers. They were budget travellers, but well organised and they had found an opportunity to travel.
When you compare Sri Lanka to Thailand and Vietnam which gain very high Indian arrivals, where does Sri Lanka lose out and why?
Number one, communication. It’s not the product, it’s not the quality, and it’s not the destination. Indians know Phuket, Bangkok, and Pattaya far better than they know Bentota. They know Colombo, but they don’t know there’s a Dambulla. You take them to Galle and they’re blown away — its world class. I’m not even talking about Trincomalee or Jaffna.
You have incredible destinations. You just need to showcase them. Tell people what you have. Sri Lanka undersells itself. It undersells its strengths. Go beyond Colombo and Bentota. Showcase the full story.
Is it better to market Sri Lanka as one destination, or to market individual attractions?
Every country needs to be sold as a bundle. If you’re looking for pilgrimages, this is it. If you’re looking for beaches, this is it. If you want the hill country, wildlife, or the sea — this is it. And then you create circuits.
We’re not really doing that right now, are we?
No. And there’s also a lack of continuity in strategy. Look at it this way — Sri Lanka is ready to sell, and India is ready to travel. At the same time, India’s domestic market is exploding. We have nearly 3,000 five-star hotels in the pipeline, ready over the next two to five years. The average daily rate (ADR) levels in India are rising rapidly, which makes destinations like Sri Lanka, Thailand, and Vietnam easy pickings for Indian travellers looking for value.
What are high-end and mid-to-high-end Indian tourists looking for?
They’re looking for destinations and experiences. Not everyone will come to Sri Lanka every year. They want new locations and new experiences. Experiences include the destination, hotels, and the nature of the holiday. Families with children have different priorities, while couples or empty nesters look for something else. You also need good spa offerings, nightlife, and activity hubs. Young travellers want nightlife. Casinos exist, but, that’s only one segment. Sri Lanka has something for everyone — let the traveller pick and choose.
Are Sri Lanka’s hotels, services, and experiences aligned with Indian travellers expectations, or are they falling short?
You have it all. World-class hotels, excellent facilities, strong local brands, and international brands as well. Beyond that, you have the language comfort, food familiarity, warmth, cleanliness, and far less pollution than Indian cities. That’s a huge advantage.
South India is the closest to Sri Lanka. People are familiar with the language, the food, and the culture. Travel time is under three hours from most Indian cities. Connectivity is strong — the SriLankan Airlines, IndiGo, Air India — and as demand grows, flights and routes will increase.
Are we marketing Sri Lanka effectively to young people, or does our approach feel outdated?
Nobody is using brochures or catalogues anymore. India is a digital-first market. You need to be on Instagram and YouTube. Facebook is already fading. Reddit matters. You need to reach people where they already are — digitally and physically. Roadshows alone are not enough. Agents focus on margins. You need a direct digital strategy and proper data to tap into young travellers.
Air connectivity, pricing, and visas — why does Sri Lanka still struggle with the fundamentals for the Indian market?
Sri Lanka ticks all the boxes. Flights are affordable, ADRs are attractive and the currency exchange works heavily in India’s favour. For every Indian Rupee, you get around Sri Lankan Rupees 3.5. It’s a shopper’s paradise.
Visas are free and easy. I applied and received my electronic-visa in under five minutes. The entire process took less than 10 minutes. These strengths need to be communicated. Nobody reads newspapers anymore. Attention spans are low. You need focused, digital storytelling — one message at a time.
If Sri Lanka doesn’t course-correct now, what is the long-term risk?
Low yields. Sri Lanka risks remaining a price-driven destination, and that’s dangerous. If you can tap into just 2% of India’s 1.4 billion population, the upside is massive. Today’s young travellers prioritise experiences over savings. They’re willing to spend on the best hotels and destinations, often on credit. You need partnerships — with banks, airlines, and credit cards. Offer equated monthly instalments, travel benefits, and bundled experiences.
In a nutshell – what do you have to say to Sri Lanka?
Sri Lanka offers Indian travellers premium experiences at prices that still feel friendly to the wallet. That’s the message. Sri Lanka doesn’t need to reinvent itself. It needs to tell its story clearly and stay true to its character.
You already have it all — beaches, culture, food, people and sports tourism. Indians love cricket. Capitalise on tournaments, leagues, and global events. The World Cup is on. Shoot your shot and bring the tourists in.
The writer is the host, director, and co-producer of the weekly digital programme ‘Kaleidoscope with Savithri Rodrigo’ which can be viewed on YouTube, Facebook, Instagram and LinkedIn. She has over three decades of experience in print, electronic, and social media
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The views and opinions expressed in this column are those of the author, and do not necessarily reflect those of this publication