Sri Lanka’s tourism sector is taking a bold step into the limelight as a leading destination for Indian film productions, with the Sri Lanka Tourism Promotion Bureau (SLTPB) taking centre stage at the 10th edition of the India International Film Tourism Conclave (IIFTC) in Mumbai, held from October 23 to 25, 2024.
The event, renowned as the largest film tourism platform in India, provided an exceptional opportunity for Sri Lanka to showcase its diverse landscapes and cultural richness to the Indian film industry, positioning the island as the perfect location for cinematic ventures. Sri Lanka’s focus on film tourism aligns with global trends where countries are seeing significant economic benefits from attracting international film productions.
A high-profile delegation from Sri Lanka, led by renowned international film producer Chandran Rutnam and supported by the International Film Producers Association of Sri Lanka (IFPA), joined forces with SLTPB to captivate key stakeholders from India’s film industry. Mr. Chaminda Munasinghe, Assistant Director of SLTPB responsible for film tourism promotions, presented Sri Lanka’s potential as a top-tier filming destination at the main event of IIFTC.
The SLTPB’s presentation at IIFTC 2024 was a masterclass in promoting Sri Lanka’s unparalleled natural beauty, cultural diversity, and ease of access. The showcase specifically targeted the Bollywood, Telugu, Kannada, Tamil, Malayalam, Bengali, and Marathi film industries, emphasizing Sri Lanka’s scenic landscapes ranging from pristine beaches to lush jungles and vibrant cultural sites. Sri Lanka’s capability to cater to large-scale productions with minimal logistical challenges was a key highlight of the presentation.
Discussions were held by Mr. Munasinghe and Mr. Chandran Rutnam with some of the most influential Indian film industry representatives—ranging from producers to location managers—resulting in promising dialogues and a roadmap for future collaborations. Targeted digital campaign undertaken at the event aimed over 800+ attendees amplified Sri Lanka’s appeal as a cinematic hotspot.
A pivotal part of Sri Lanka’s strategy was its partnership with the Sri Lanka Consulate General Office in Mumbai, which collectively worked to enhance the country’s visibility within the Indian film tourism sector. Specially, Mrs. Shirani Ariyarathne Actg. Consul General has been eagerly supported Sri Lanka Tourism’s delegation to connect with Indian Film Producers as well as key Indian government officials from The Ministry of Information and Broadcasting of India. A series of high-level meetings at the Sri Lanka Consulate General Office in Mumbai provided further opportunities for strengthening ties and securing support from Indian production houses.
In addition, discussions with the Indian Film Development Corporation (NFDC) which is the main governing body for all Indian Cinema was a significant milestone. NFDC extended a formal invitation to the SLTPB team to explore future promotional opportunities at the prestigious International Film Festival of India (IFFI) 2025, which is set to feature countries like Australia, Japan, Hong Kong and South Korea. This partnership is expected to pave the way for even greater visibility for Sri Lanka in the global film tourism market.
