News Desk
KARACHI: In a continued effort to deepen ties and expand its footprint in the Pakistan market, Sri Lanka Tourism has successfully concluded a B2B Roadshow and networking evening in Karachi held on the 10th December 2025.
Organized by Sri Lanka Convention Bureau (SLCB), functioning under the Ministry of Foreign Affairs, Foreign Employment and Tourism in collaboration with the Consulate General of Sri Lanka in Karachi and SriLankan Airlines.
This initiative forms part of SLCB’s ongoing efforts to enhance Sri Lanka’s presence in one of its key source markets Pakistan.
The event aimed to position Sri Lanka as a year-round destination appealing to all segments of travellers from leisure seekers and MICE groups and encourage potential travellers to choose Sri Lanka as their next destination. The event showcased that Sri Lanka is fully open for leisure, business, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. The event further showcased Sri Lanka’s diverse tourism products, industry resilience and sustainable growth, while emphasizing the country’s warm hospitality and proximity to Pakistan.
An industry delegation from Sri Lanka, representing leading destination management companies, engaged in productive B2B discussions with the Pakistani travel trade. With over 75 participants including travel agents, industry leaders, and tourism stakeholders the event facilitated meaningful partnerships and reinforced Sri Lanka’s image as an attractive and versatile travel destination.
Tourism arrivals from Pakistan have shown a positive upward trend, with 20,701 Pakistani visitors recorded in 2025. Pakistan continues to remain one of Sri Lanka’s most important South Asian markets, supported by improved air connectivity, simplified visa processes, and a general resurgence in outbound travel. SriLankan Airlines currently operates eight direct weekly flights four each from Karachi and Lahore to Colombo ensuring convenient access for both leisure and business travelers.
Adding cultural vibrancy to the programme, a Sri Lankan traditional dance troupe performed at the event, showcasing the island’s rich heritage. Parallel media engagements with leading Pakistani outlets further enhanced visibility and public awareness of Sri Lanka’s evolving tourism landscape.
Addressing the gathering, Mr. Sanjeewa Pattiwila, Consul General of Sri Lanka in Karachi, highlighted the longstanding cultural, religious, and historical ties between the two nations. He invited Pakistani travelers to discover Sri Lanka’s unique blend of natural beauty and warm hospitality, while also acknowledging Pakistan’s humanitarian support following Cyclone Ditwah in November 2025.
Mr. Dheera Hettiarachchi, Chairman of SLCB, emphasized Sri Lanka’s comprehensive leisure and MICE offerings and outlined the assistance available to MICE travelers. He reiterated the importance of Pakistan as a key market for both segments and the role of SLCB in driving MICE tourism development.
Mr. Ruwan Wijekoon, Manager Pakistan for SriLankan Airlines, reaffirmed the airline’s commitment to enhancing connectivity and promoting Sri Lanka through special airfares designed to appeal to holidaymakers. He noted the growing interest in leisure, MICE, and cultural travel and expressed confidence in welcoming increasing numbers of Pakistani visitors.
Sri Lanka Tourism emphasized that Pakistan represents a rapidly expanding outbound market with travelers seeking authentic and meaningful experiences. Offering an exceptional diversity of attractions from business to leisure, culture and heritage to nature, wellness, and adventure, Sri Lanka remains ideally positioned to meet these expectations.
The Karachi Roadshow successfully strengthened tourism and trade links, reinforcing the bond of friendship between the two countries and paving the way for enhanced cooperation, shared growth, and a new era of tourism excellence.
