By our corespondent
LAHORE: Following the successful conclusion of its B2B Roadshow in Karachi on 10 December, Sri Lanka Convention Bureau (SLCB) is proud to continue its Pakistan market engagement with the second phase of its promotional series, a dedicated MICE Tourism Roadshow and networking session being held today, 12 December 2025, at The Nishat Hotel, Johar Town, Lahore.
Organized by the Sri Lanka Convention Bureau (SLCB) under the Ministry of Foreign Affairs, Foreign Employment and Tourism, in collaboration with the Consulate General of Sri Lanka, the High Commission of Sri Lanka in Pakistan, and SriLankan Airlines,. The Lahore event reinforces Sri Lanka’s commitment to expanding its visibility and partnerships within one of South Asia’s most promising outbound travel markets.
Building on the strong momentum from Karachi, the Lahore Roadshow aims to position Sri Lanka as a year-round destination for leisure, business, and MICE travel, showcasing the island’s diverse offerings from pristine beaches and heritage sites to wellness, nature, and adventure tourism. The event will once again highlight Sri Lanka’s tourism readiness, industry resilience, and the country’s warm cultural ties with Pakistan.
A high-level tourism delegation from Sri Lanka, comprising leading destination management companies and industry representatives, engaged directly with Lahore’s travel trade community through structured B2B meetings. This provides an opportunity to explore new collaborations, strengthen bilateral tourism flows, and address growing interest from the Lahore market.
SriLankan Airlines continues to support these efforts with enhanced connectivity, operating eight direct weekly flights, including four weekly departures from Lahore to Colombo, offering convenient access for both leisure and MICE travelers.
Ahead of today’s event, Sri Lanka Tourism acknowledged the growing potential of the Pakistani market, noting the steady rise in arrivals and the increasing preference for short-haul, culturally rich, and experience-driven destinations. With Pakistan recording over 20,701 arrivals in 2025, Sri Lanka remains focused on capturing further market share through targeted outreach, trade partnerships, and media engagement.
The Lahore Roadshow is expected to enhance Sri Lanka’s positioning among Punjab’s key travel and corporate stakeholders, further strengthening tourism, trade, and cultural linkages between the two friendly nations. The event marks the continuation of a strategic series designed to foster long-term cooperation and open new avenues for shared growth.
Sri Lanka Tourism looks forward to welcoming Lahore’s tourism fraternity this evening as it continues to build a stronger and more dynamic connection with the Pakistan market.
