IITM

The India International Travel Mart (IITM) is one of India’s leading tourism trade shows, attracting travel professionals, destination marketers, tour operators, influencers, and thousands of high-intent travellers. Held across major Indian cities, IITM offers a powerful platform for countries to showcase their tourism strengths and build strong industry partnerships.

For Sri Lanka, IITM is especially important because India remains its largest inbound tourism market. Participating in IITM allows Sri Lanka Tourism and private-sector stakeholders to promote key travel experiences—from beaches and wildlife to wellness and heritage tours—directly to Indian travellers who prefer short-haul, value-rich destinations. It also strengthens ties with Indian tour operators, helping boost group travel, meetings and incentives, and seasonal holiday segments.

Beyond marketing, IITM supports Sri Lanka’s long-term tourism recovery by increasing brand visibility, promoting new routes and packages, and positioning the island as a safe, diverse, and affordable destination. With India’s growing middle class and rising outbound travel demand, IITM serves as a strategic gateway for Sri Lanka to capture more arrivals and expand its tourism revenue.