In recent years, Sri Lanka has emerged as a favored destination among Indian tourists. Data from the Sri Lanka Tourism Development Authority, cited by All India Radio News, reveals that of the 1.5 million tourists visiting Sri Lanka in 2024 up to October, over 300,000 were from India, solidifying India as the top source of visitors for the island nation.
Given this trend, it’s fitting that Sri Lanka’s national airline has crafted an ad inspired by the Ramayana to attract Indian travelers away from their traditional winter hotspots—most notably, Goa.
SriLankan Airlines has released a captivating five-minute ad in which a grandmother shares the story of the Ramayana with her grandson, illustrating how the sites mentioned in the ancient epic are real and open to modern-day travelers. The ad spotlights destinations like the Ram Setu bridge, also known as Adam’s Bridge; the Ashok Vatika, where Ravana held Sita captive; and Rumassala, a part of the mountain Hanuman is said to have transported from the Himalayas to Lanka. This campaign aims to promote the “Ramayana Trail,” a tourism initiative designed to bring these mythological sites to life for visitors.
The ad’s timing couldn’t be more relevant, as it gains momentum in India amid a stir involving Goa’s tourism board. Recently, Goa’s Department of Tourism filed a police complaint against X user Ramanuj Mukherjee, who suggested in a post that foreign tourists are increasingly favoring Sri Lanka over Goa. Mukherjee based his claim on data from the China Economic Information Centre (CEIC), leading to accusations from Goa tourism officials that he shared inaccurate data without verification.
As reported by the Hindustan Times, Deputy Director of Tourism Rajesh Kale claimed Mukherjee’s data was questionable, arguing that he neither validated his information with the department nor consulted them beforehand. “His assumptions regarding Goa’s tourist footfall may incite public unrest and potentially disturb public tranquility,” Kale alleged.
Mukherjee responded on X, calling out the Goa government’s assertions, saying: “They claim CEIC data is Chinese, but it’s based in London, with offices in Mumbai and Bangalore, and operates in 18 countries. Nowhere does it say it’s the ‘Chinese Economic Information Center.’ The Goa government lied in a police complaint. How incompetent are these babus?”
The debate has sparked widespread conversation online, with users raising issues about Goa’s high prices and resistance to rideshare services like Uber and Ola. Travel columnist Vir Sanghvi, writing in the Hindustan Times last December, noted, “Frankly, you would have to really love Goa (as I do) or be very ill-informed to pay Goa prices. It’s one of the most expensive short- to medium-haul destinations Indian tourists can go to.”
As the holiday season approaches and travel plans take shape, SriLankan Airlines’ heartfelt Ramayana ad seems to be capturing the imagination of many Indian travelers.
