Chandigarh:Sri Lanka Tourism is intensifying its promotional strategies towards Indian travellers by highlighting the country’s diverse tourism offerings to key markets in India by hosting a series of B2B roadshows and networking evenings in Lucknow, Chandigarh & Jaipur on the 23rd, 25th, and 27th of June 2025. To attract more tourists from Uttar Pradesh, Punjab and Rajasthan, the Sri Lanka Tourism Promotion Bureau (SLTPB) and Sri Lanka Convention Bureau (SLCB) are organising these roadshows (B2B) and Networking Evenings to promote Sri Lanka as a year-round destination for all segments of tourists. These events will showcase Sri Lanka’s tourism industry, diverse attractions, resilience, and growth, to strengthen ties between Sri Lanka and India.
Under the leadership of Mr. Vijitha Herath, Honourable Minister for Foreign Affairs, Foreign Employment and Tourism and the Prof. Ruwan Ranasinghe, Honourable Deputy Minister of Tourism, the delegation is led by the officials of SLTPB & SCLB along with over 35 stakeholders from the Sri Lanka tourism sector. The delegation comprises Destination Management Companies, (Leisure and MICE) leading hotels & resorts, tour operators and other service providers from Sri Lanka. The industry stakeholders will engage in B2B interactions with their Indian industry peers in each city. The events will bring together over 200 participants in respective cities, comprised of Indian travel agents, key figures in the industry, and media delegates. The aim is to foster stronger ties between Sri Lanka and India, creating opportunities for beneficial collaborations in the tourism industry. This series of events is a vital part of Sri Lanka Tourism ongoing commitment to cultivating its strong ties with the Indian market.
India has consistently maintained its position as the top source market for Sri Lanka, contributing to 20% of total tourist arrivals. From January to 31st May 2025, Sri Lanka welcomed 1,029,803 tourists, of which 204,060 were from India. This upward trend reflects the growing demand and connectivity between the two countries. Sri Lanka’s tourism earnings have already crossed USD 1.54 billion in the first six months of 2025.
In all three cities, a media gathering will be organized with leading Indian outlets, aiming to generate widespread awareness and positive coverage for Sri Lanka as a premier travel destination. Adding a vibrant touch of glamour and cultural immersion, a Sri Lankan cultural dance troupe will perform throughout the events, showcasing the Island's rich heritage and captivating traditions.
This intensive effort emphasises Sri Lanka's commitment to strengthening its position as a preferred destination for Indian travellers, offering a blend of breath-taking landscapes, vibrant culture, and world-class hospitality.
Through dialogues and presentations, the event will highlight Sri Lanka’s breath-taking landscapes, rich cultural heritage, and warm hospitality, enticing travellers to return again and again as the beautiful island nation is set to capture the hearts, enticing repeat customers with promises of unforgettable experiences. Participants were treated to a showcase of Sri Lanka’s diverse offerings, from pristine beaches to ancient temples, signalling a new era of tourism excellence for the Island Nation.
About Sri Lanka Tourism Promotion Bureau:
Sri Lanka Tourism Promotion Bureau (SLTPB) is the official government agency responsible for managing all marketing and promotional initiatives pertaining to Sri Lanka's travel and tourism sector. The Chairman, Managing Director, and Board of Directors of the Bureau are composed of representatives from various organizations such as the Association of Small and Medium Enterprises in Tourism, the Sri Lanka Association of Inbound Tour Operators, and the Tourist Hotels Association of Sri Lanka. The primary goals of SLTPB are to work with the Sri Lanka Tourism Development Authority, the Sri Lanka Conventions Bureau, the Sri Lanka Institute of Hotel Management, and other travel and tourism stakeholders to market and advertise Sri Lanka both directly and indirectly as an exceptional tourist and travel destination that complies with the Tourism Development Plan. The promotion of Sri Lanka as a gateway into South Asia and its establishment as the region's leader in tourism development and management are the main objectives of these initiatives.
About Sri Lanka Convention Bureau
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.
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. India remains a key focus for SLCB’s promotional efforts throughout the year, as it is the primary source of MICE travel.”
Both SLTPB and SLCB are functioning under the Ministry of Foreign Employment, Foreign Affairs & Tourism of Sri Lanka.
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