OTM 2026 opened on a strong note with tourism boards from Sri Lanka and Malaysia making a clear pitch to India, now one of the fastest-growing and most influential outbound travel markets in Asia.
From easier visas and direct flights to film shoots and festival tourism, India’s importance to regional tourism strategies was unmistakable at the inaugural panel discussion.
Professor Ruwan Ranasinghe, speaking on behalf of Sri Lanka’s tourism sector, underlined India’s growing dominance as a source market. Indian tourist arrivals to Sri Lanka grew by nearly 50 per cent last year, with close to 90 flights operating weekly between the two countries. The momentum is set to pick up further with a direct Ahmedabad–Colombo flight expected to be launched soon.
India’s footprint in Sri Lanka now goes well beyond leisure travel.
“There are many Indian investors in Sri Lanka, and the ecosystem is adapting accordingly—from Indian restaurants to hospitality services catering specifically to Indian travellers,” Ranasinghe said.
Film tourism, too, is being actively promoted, with Sri Lanka offering a fast-track approval system for Indian film shoots.
“Clearances can come through within days,” he noted.
Ramayana tourism remains a major draw, complemented by a special visa scheme for Indian travellers, significantly reducing clearance time.
Ranasinghe pointed out that while Sri Lanka was earlier focused largely on European tourists, the strategy has now shifted decisively towards India.
“We share common values and cultural links. Today’s younger travellers are also looking for experiential travel and entertainment, and we are aligning our offerings accordingly.”
Food, too, is part of the appeal. Sri Lanka’s spice heritage—especially its globally renowned cinnamon—and strong visitor flow from southern India, particularly Chennai, continue to strengthen people-to-people ties.
Malaysia, meanwhile, highlighted ease of mobility as a key advantage for Indian tourists.
Datuk Manoharan Periasamy from Tourism Malaysia said that Indian driving licences are recognised in Malaysia, making self-driven holidays—especially in destinations like Langkawi—far more accessible.
“Hiring cars is simple, and we are working closely with local operators to make this experience seamless for Indian travellers,” he said.
East Malaysia’s Sarawak also made a strong case as an emerging destination. Dato Sri Abdul Karim Rahman Hamzah spoke of Sarawak’s long historical association with India and its rapid tourism expansion rooted in nature, culture and events. The state hosts three international marathons and the iconic Rainforest World Music Festival, now in its 29th year, which attracts large numbers of Indian visitors annually.
“Many Indians travel to Sarawak from Mumbai, as well as the eastern and southern states of India,” he said, adding that the Indian community in Sarawak includes many successful professionals who continue to act as cultural bridges between the regions.
As OTM 2026 gets underway, the message from the inaugural panel was clear: that India is no longer just a growing market, it is central to how neighbouring countries are reshaping their tourism strategies, offerings, and long-term investments.