Indian External Affairs Minister’s tourism diplomacy: Lessons for Sri Lanka

Indian External Affairs Minister Dr. S. Jaishankar’s recent address at the FAITH Tourism Conclave in India was more than a promotion of travel and hospitality - it was a masterclass in soft power, national resilience, and strategic messaging.

- By SANATH NANAYAKKARE

While his speech centred on India’s tourism revival, the underlying themes: diaspora engagement, cultural pride, and navigating global turbulence hold profound relevance for Sri Lanka as it seeks to rebuild its own tourism sector amid economic and geopolitical challenges.

In this context. The Island Financial Review spoke to a veteran in the Sri Lanka tourism sector to inquire how he perceived the high-calibre Indian minister’s views on tourism and their relevance to Sri Lanka Tourism. The following are some excerpts from the interview.

“Jaishankar framed tourism not merely as an economic activity but as a tool for shaping India’s global identity. His emphasis on UNESCO heritage sites from the Hoysala temples to Gujarat’s Statue of Unity mirrors Sri Lanka’s own treasures: Sigiriya, Galle Fort, and Kandy’s cultural triangle. Yet, India’s systematic branding of intangible heritage - yoga, Kumbh Mela, even Bollywood nostalgia offers a blueprint. Sri Lanka, too, could amplify its festivals like Esala Perahera, Thai Pongal and crafts like mask-making, handlooms as part of a curated ‘living heritage’ experience.”