Sri Lankan airlines' Ramayana trail ad tries to woo religious tourism | Watch

Sri Lankan Airlines' recent tourism ad has captivated Indian audiences by creatively highlighting the country’s connection to the Ramayana epic, appealing particularly to Indian travelers interested in cultural and religious tourism. The five-minute video, titled The Ramayana Trail, invites viewers to explore Sri Lanka’s scenic landscapes and cultural sites associated with the ancient legend of Ram and Ravan.

Key sites featured include Ravan’s Cave near Ella, where legend holds that Sita was kept captive, and the Seetha Amman Temple—also called the Ashok Vatika Sita Temple—famous for its ties to the Indian Tamil community in Sri Lanka. The ad also references the mythological Ram Setu, thought to have been built by Lord Ram’s vanar sena, symbolizing a deep historical connection between India and Sri Lanka.

The advertisement, part of Sri Lanka’s broader initiative to attract Indian tourists, aligns with last year’s Indo-Sri Lankan Ramayana Trail Project, aiming to strengthen cultural ties and boost heritage tourism. The campaign has received positive feedback from Indian viewers, who appreciate the respectful and authentic representation of Hindu culture.

Relive the epic of The Ramayana Trail

Embark on a journey through Sri Lanka’s legendary landscapes with SriLankan Holidays, offering a fully customized experience tailored just for you. Every step of your adventure is designed to bring out the grandeur and glory in the ancient… pic.twitter.com/jctUhc4JKn

— SriLankan Airlines (@flysrilankan) November 8, 2024