LAHORE: The Sri Lanka Convention Bureau (SLCB), functioning under the Ministry of Foreign Affairs, Foreign Employment and Tourism, in collaboration with the Sri Lanka High Commission in Islamabad, Sri Lanka Consulate General in Karachi and SriLankan Airlines, is pleased to announce the launch of a two-city B2B roadshow in Karachi and Lahore. This initiative forms part of SLCB’s ongoing efforts to enhance Sri Lanka’s presence in one of its key source markets Pakistan.
The first roadshow held on 10th December 2025 at the Marriott Hotel, Karachi, followed by the second event, which will be held on 12th December 2025 at the Nishat Hotel, Lahore.
In recent years, Sri Lanka has recorded a notable increase in tourist arrivals from Pakistan. Pakistan continues to maintain its position as one of Sri Lanka’s important South Asian source markets and ranks among the top 20 tourist-generating markets for Sri Lanka in 2025. The recovery of the travel and tourism industry, strengthened outbound travel from Pakistan, improved air connectivity, and a simplified visa process have all contributed to this positive trend. In 2025 alone, 20,701 Pakistani tourists visited Sri Lanka.
Travel between the two countries remains seamless, with Sri Lankan Airlines operating eight direct weekly flights, four each from Karachi and Lahore to Colombo. This convenient access has supported both leisure and business travel.
The upcoming roadshow in Lahore aims to highlight Sri Lanka’s diverse tourism offerings and encourage potential travellers to choose Sri Lanka as their next destination. The event will showcase that Sri Lanka is fully open for leisure, business, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism.
The target audience for the roadshows includes tour operators, media representatives, key influencers, corporate sector leaders, trade associations, and prominent tourism stakeholders in Pakistan. Their participation is vital in reinforcing Sri Lanka’s image as a vibrant destination offering a wide range of attractions and unique travel experiences.
A 12-member delegation of leading Sri Lankan tour operators will represent the country at these events. The Lahore roadshow will feature B2B meetings designed to build productive business partnerships, followed by an evening networking reception to facilitate further engagement. The Sri Lankan delegation will meet with high-profile business leaders, tourism industry stakeholders, and corporate representatives in Lahore.
A press conference will be held in Lahore to ensure extensive media coverage and increased visibility for Sri Lanka as a preferred travel destination. Additionally, a performance by a Sri Lankan cultural troupe will serve as a cultural highlight, showcasing the country’s rich heritage.
Commenting on the programme : H.E. Rear Admiral Fred Senevirathne, The High Commissioner of Sri Lanka to Pakistan: We are pleased to bring the Sri Lanka Tourism Roadshow to Lahore, a vibrant city that shares deep historical, cultural, and people-to-people ties with Sri Lanka. Pakistan remains an important partner for us, and we see tremendous potential to further strengthen tourism flows, particularly in the areas of leisure and MICE travel. This roadshow is a testimony to Sri Lanka’s commitment to the Pakistan market and our continued efforts to build meaningful collaborations with the travel trade. We warmly welcome Pakistani travellers to experience Sri Lanka’s diverse attractions—from our pristine beaches and rich heritage to our warm hospitality. We look forward to deepening our engagement and opening more avenues for partnership between our two countries.
Commenting on the initiative, Mr. Dheera Hettiarachchi, Chairman of the Sri Lanka Convention Bureau, stated: Sri Lanka’s presence in Lahore through this tourism roadshow marks another important step in strengthening our longstanding ties with Pakistan. As we showcase Sri Lanka’s diverse offerings in leisure, culture, and MICE tourism, our objective is to deepen collaborative opportunities and inspire more Pakistani travellers and corporates to consider Sri Lanka as their preferred destination. The strong engagement we have witnessed in Lahore reflects the growing confidence and interest in Sri Lanka, and we remain committed to working closely with our partners here to build sustainable, mutually beneficial tourism growth.
Mr. Ruwan Wijekoon, Manager Pakistan, SriLankan Airlines Ltd, Karachi stated: As the national carrier, SriLankan Airlines is proud to play a key role in expanding travel opportunities between Pakistan and Sri Lanka offering special airfares for holidaymakers, making it an attractive option for travellers looking to explore Sri Lanka’s rich culture, beautiful beaches, and vibrant cities. With increasing interest in leisure, MICE, and cultural tourism, we look forward to welcoming more Pakistani travellers onboard and supporting the industry’s efforts to promote Sri Lanka as a preferred destination.”
Sri Lanka Convention Bureau (SLCB) is the official governmental body and the main primary goal is to promote the growth of the MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry in Sri Lanka. SLCB is the go-to organization for meeting planners, incentive houses, corporations, and associations interested in arranging and executing events in Sri Lanka. From handling inquiries to providing support for events, SLCB offers a comprehensive range of services.
With top-notch venues and improved accessibility, Sri Lanka has emerged as a highly sought-after destination for corporate gatherings and conferences. Pakistan remains a key focus for SLCB’s promotional efforts throughout the year, as it is the primary source of MICE travel.”
