India has emerged as one of the most resilient source markets for Sri Lanka, continuing to drive arrivals even amid regional and global disruptions, according to Hashan Cooray, Director – Marketing & Development, Jetwing Hotels, Sri Lanka.
For Jetwing Hotels, a major player in Sri Lanka’s hospitality with around 38 properties spread across key tourist destinations, the Indian market has increasingly become a strategic strength, with the company stepping up its sales, marketing and trade engagement in India as the profile of the traveller evolves.
“India has been leading the way. I think right now one in five travellers to Sri Lanka, or even more than that, are from India,” Cooray said, noting that Indian travellers accounted for around 20–25% of Sri Lanka’s arrivals in 2026. “That has been a phenomenal strength for Sri Lanka, especially during a time when they have global and regional disruptions. The safety and security that we have as a destination from the Indian market has been a real strength for us as a destination and as a company as well.”
After a good start in the first two months of the year, Sri Lanka’s inbound traffic was affected by Middle East-related flight disruptions for a couple of months. The Indian market continued to provide resilience. Jetwing has consequently increased its focus on the market, working with its existing India team and recently appointing a dedicated branding and marketing agency for India.
“We are seeing the benefits of it, especially from the sales and marketing side in building a better relationship with the agents,” Cooray said.
The investment is also helping Jetwing tap a changing Indian traveller profile. Traditionally, Indian business to Sri Lanka was dominated by MICE, group and bulk travel. Cooray said high-end FIT travel is now growing significantly faster.
“In the last few years I would say we’ve seen an increase in the high-end FIT travel, and now I think it’s growing much faster than the bulk business,” he said. The shift, he added, reflects growing interest among affluent Indians who previously travelled to Europe, Australia or the US and are now considering Sri Lanka for “really nice hotels” and quality experiences.
This is also beginning to push Indian travellers beyond the established Colombo and southern Sri Lanka circuit. Jetwing is seeing increased traffic towards the cultural triangle, including Sigiriya and Kandy, while the east coast is attracting Indian travellers interested in surfing, beaches, nightlife and adventure.
“The traveller patterns even from the regional markets are changing tremendously,” Cooray said. “The people are coming for those experiences… adventure along with the culture, the wildlife, history, of course the food and the beaches.”
Jetwing’s Saman Villas in Bentota illustrates the depth of the shift. Indian travellers now contribute close to 30% of the property’s year-round business, making India its number one market, compared with limited Indian business four or five years ago.
Cooray believes Sri Lanka’s proximity also gives it the potential to generate repeat travel from India, with travellers returning for different experiences—from short beach breaks to cultural sites, safaris and other regional attractions.
“The interest in Sri Lanka as a destination for not just a cheap weekend getaway, but a high-value, high-quality holiday destination has gone up quite a lot from the Indian market,” he said.
