Red Dot Representations, the Indian travel representation specialist, has formed a strategic alliance with Sri Lanka's Walkers Tours Limited to tap the Gujarat outbound market. The partnership is timed with FitsAir's launch of a direct passenger route linking Ahmedabad (AMD) and Colombo (CMB), operating three times per week.
The collaboration brings together a consortium of Sri Lankan travel stakeholders, including City of Dreams Sri Lanka, Cinnamon Hotels & Resorts, Walkers Tours, and FitsAir. The goal is to offer Indian travellers a seamless, curated experience covering Sri Lanka's beaches, cultural heritage, wildlife, and cuisine, while leveraging Red Dot's distribution network across India.
New airlift opens Gujarat market
FitsAir's Ahmedabad-Colombo service is a key enabler. Previously, Gujarat-based travellers faced connecting flights or long drives to Mumbai for direct options. The new nonstop route cuts travel time significantly and provides a direct gateway for leisure, corporate, and wedding groups.
Nalaka Amaratunga, CEO of the Destination Management Sector and Senior Vice President at John Keells Holdings PLC (parent of Walkers Tours), said: "The launch of FitsAir's direct Ahmedabad-Colombo service marks a key milestone in bolstering tourism ties between India and Sri Lanka." He stressed the importance of engaging Gujarat, which he described as a significant outbound travel market.
Prabhakar Kamat, Business Head at Red Dot Representations, added: "With the launch of Fits Air’s direct flights from Ahmedabad, we see a tremendous opportunity to further grow tourism from Gujarat." He noted the partnership aims to make Sri Lanka more accessible and deliver unforgettable travel experiences for Indian travellers.
The initiative is expected to boost awareness of Sri Lanka as a short-haul destination for Gujarat's affluent travellers, who increasingly seek luxury holidays, MICE events, and destination weddings. The consortium's combined offering — from flights to hotels and ground services — gives agents a single point of contact for complex bookings.
This development aligns with broader trends in Indian outbound travel. Gujarat has emerged as a high-growth source market, with travellers from cities like Ahmedabad, Surat, and Vadodara showing strong demand for international experiences. Sri Lanka, with its proximity, visa-on-arrival for Indians, and diverse product, is well positioned to capture a larger share.
For travel trade professionals, the partnership offers a ready-made product suite. Red Dot's network of agents across India can now package Sri Lanka itineraries with guaranteed airlift, while Walkers Tours provides local expertise in handling groups, incentives, and weddings. The involvement of Cinnamon Hotels & Resorts and City of Dreams Sri Lanka adds accommodation options ranging from beach resorts to integrated resort experiences.
The move also reflects a growing trend of Indian representation firms forming multi-stakeholder alliances to unlock specific regional markets. Similar strategies have been used to boost traffic from Gujarat to other destinations, as seen in Visit Czechia's partnership with Cozmo Travel targeting the GCC.
With FitsAir's direct flights now operational, the consortium expects to see a measurable uptick in bookings from Gujarat in the coming months. The partnership is set to strengthen tourism ties between the Indian state and Sri Lanka, creating new opportunities for the travel trade and delivering exceptional experiences for Indian travellers.
