Sri Lanka launches ‘Ramayanaya Trail’

Post the visit of Indian Prime Minister Narendra Modi and the different agreements signed with President Maithripala Sirisena, the Sri Lanka Tourism Promotions Bureau (SLTPB) together with 26 companies from the private sector launched the Ramayanaya Trail targeting the Indian market.

“Whilst managing the existing products, we also want to launch new products so that we keep Sri Lanka Tourism contemporary,” said SLTPB Chairman Rohantha Athukorala.

The Ramayanaya Trail goes back to the Sanskrit epic, which is closely linked to Hinduism. The Ramayanaya consists of seven chapters (kanda) where it narrates a story of Rama’s wife Seetha being captured by Ravana, the king of Lanka. People in Sri Lanka through generations believed that Ravana ruled Sri Lanka as a very dominant and powerful king. Legend says t hat king Ravana was a pioneer in arts, crafts, architecture and medicine.

After many meetings with the private sector, the SLTPB will jointly launch the Ramayanaya Trail with t op 26 operators i n the Indian market where 19 key sites across the country from Rambodda, Nuwara Eliya, Ella, Galle, Chilaw and Mannar will be showcased to be part of the Ramayanaya Trail.

“This will see the real impact of peace dividends among t he Northern and Eastern Provinces. This will also help to bridge the gap between different income groups and link the local community,” commented SLITO President Mahen Kariyawasam.

“Since the Ramayanaya Trail connects t wo cultures of Sri Lanka and India, it makes the new product unique and historical. The overall market size for this new product i n India is worth a hundred million plus core customers. Arrival from India is estimated to touch 20,000 in the first year and then exponentially grow when traction is achieved. It’s very important to ensure that the special dietary details of this type of travellers are looked into,” cautioned an i ndustry veteran who was actively involved in the development of the new product.

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