By Rafiq Vayani
LAHORE: 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, Sri Lanka High Commission in Islamabad, Pakistan and SriLankan Airlines, organized 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 Lahore MICE Promotion was held 10th July 2026 after the first Roadshow held in Karachi on 08th July 2026.
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.
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, Rear Admiral Fred Senevirathne, His Excellency the High Commissioner of Sri Lanka to Pakistan mentioned that “Lahore is 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 trave”.
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 plus MICE opportunities.
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. Chinthaka Perera, Area Manager, Lahore, SriLankan Airlines Ltd, 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 and MICE travellers, making it an attractive option for travellers looking to explore Sri Lanka’s rich culture, beautiful beaches, and vibrant cities.
The event included sharing experiences on Sri Lanka during the recent visits of Pakistani travelers. Mr. Umer Farooq, Sales Manager, World Aviation Travels & Tours and Mr. Fahd Dogar, CEO, One58 Group in Lahore shared their recent experiences about Sri Lanka and emphasized the greatest hospitality they have experienced in Sri Lanka and the support extended by the SLCB for Corporate Groups.
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 Lahore 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.
