Sri Lankan Airlines embraces Indian travellers for tourism revival

Colombo: Sri Lankan Airlines CEO Richard Nuttall has termed South India one of the airline's most significant markets, citing Indian travellers as a key to boosting revenue. To highlight this importance, the airline relocated its country office from New Delhi to Chennai.

In an interview with Manorama, Nuttall highlighted that Sri Lankan Airlines currently operates 17 to 21 flights from Chennai weekly, with plans to increase this number further. The airline is also exploring the possibility of opening new routes to other Indian cities to attract more passengers and bolster tourism revenue.

Nuttall also noted the potential for operating more flights to Jaffna once its airport can accommodate A320 aircraft, asserting that support from the Airport Authority will be essential to make this plan possible.

The ‘Colours of Jaffna’
Sri Lankan Airlines has launched its ad campaign, Colours of Jaffna, to promote Jaffna as the next major tourism destination. The campaign recently received the prestigious Gold Award in the Marketing-Career category at the 2024 Pacific Asia Travel Association Awards. In fact, this is the first marketing initiative by Sri Lankan Airlines to focus exclusively on the vibrant and diverse attractions in the island's northern region.

The campaign showcases Jaffna’s stunning beaches, historic forts, vibrant temple interiors, lively festivals, and rich cuisine, with visuals that capture the striking contrasts in the island’s colours and culture.

Is Sri Lanka a safe destination?
Just as global tourism began to rebound after the pandemic, Sri Lanka faced domestic challenges. At one point, fuel shortages even impacted aircraft operations. However, Nuttall assures Sri Lanka has made a strong recovery from this difficult period, even after facing a barrage of fake reports about the country’s safety for foreign visitors. During this time, some media outlets falsely claimed that Sri Lanka was unsafe for travellers, with exaggerated stories about food and water shortages. Unfortunately, some Indian media also fell for this misinformation and gave similar stories. Sri Lanka has always been a safe destination for visitors, even during the civil war years. Both the government and the people of this country are committed to ensuring a safe experience for all travellers.

Welcoming Indian tourists
Sri Lanka is an easy and accessible destination for South Indian travellers. Currently, between 30,000 to 40,000 Indian tourists visit the island each month, and Sri Lankan Airlines aims to increase this number by expanding flight services. For Indians, Sri Lanka is ideal for short vacations or a first international trip. The two countries share strong cultural ties, and many sites in Sri Lanka are linked to the epic Ramayana. Whether you're looking for beaches, safaris, or even casinos, Sri Lanka offers a variety of experiences to suit every type of visitor.

Growth in Indian aviation sector to boost Sri Lanka
The global aviation market is projected to double in size over the next six years. India’s aviation sector ranks as the third largest in the world and continues to grow remarkably. This rapid expansion also benefits Sri Lanka’s aviation industry. Colombo’s strategic location in the Indian Ocean positions it as a natural transit hub for travellers moving between the Indian subcontinent and destinations in Europe and America. Given this advantageous position, the Sri Lankan aviation sector is poised to generate increasing revenues in the coming years.

Big plans for the future
The Sri Lankan government holds a 99% stake in Sri Lankan Airlines, but the focus is shifting toward attracting more investors to help drive the airline's growth. The government is actively working toward this goal, recognising the importance of fresh investment for development.

However, the reality is that external investors are unlikely to step in unless the government first addresses the airline’s existing debt. A similar situation unfolded with Air India, and this is a fairly standard common approach. If the Sri Lankan government were to do the same, reducing the airline’s debt burden, we would likely need an investment of around $200 to $300 million. Thereafter, we will need a credible, blue-chip investor and gradual improvements in the country's overall economic situation to ensure the airline can borrow money if needed. However, the exact scale of future investments will probably only become clear after the new government takes office. Discussions about the airline’s future will likely follow soon after.

45 beautiful years
Sri Lankan Airlines recently celebrated 45 remarkable years of service. The airline first took to the skies on September 1, 1979, with two Boeing 707 aircraft. Over the past four and a half decades, it has grown into one of South Asia's leading airlines, achieving numerous milestones and accolades along the way. The airline has also earned a special place in passengers' hearts worldwide, thanks to its efficient operations. Today, Sri Lankan Airlines serves 114 destinations across 62 countries, with flights to all major cities in Europe, Australia, the Middle East, the Indian subcontinent, and Southeast Asia.