Sri Lanka has been included in an Asian Development Bank funded project to link and promote tourist sites in South Asian countries, especially for eco-tourism and pilgrimage tourism.

The project was conceived as an inter-linked series of sub-regional tourism investments in five countries - Bangladesh, Bhutan, India, Nepal and Sri Lanka.

The projects are aimed at better positioning South Asia, especially the selected "multi-country" tourist circuits in the target world markets, and improving cross-border travel. They also aim to ensure better management of natural and cultural heritage sites of tourism importance in the region and increase the participation by communities in tourism development, a report by the ADB said.

A South Asia Tourism Marketing Program that is part of the project will promote the region’s ecotourism and Buddhist attractions.
This is to cater to the growing number of high spending travelers concerned with the environment as well as those attracted by Buddhism. A growing number of foreign tourists tend to visit a combination of countries on one trip, the report said.

Several countries in the region are positioned as the 'Buddhist Heartland' and feature some of the world’s major Buddhist attractions, many of them recognized as World Heritage sites. "Recent trends in the search for Buddhist spiritual wellbeing show up strongly in source markets," the report further said.

These include religious studies, traditional healing, Himalayan spas, yoga practices and meditation retreats.

Buddhist and cultural sightseeing markets are attracted by the sub-region's historic monuments and Buddhist centers, such as Sri Lanka's ancient cities in the north-central area, the Temple of the Tooth and Adam’s Peak in the central hills.