The 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, 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 will take place on 10th December 2025 at the Marriott Hotel, Karachi, followed by the second event 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 SriLankan 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 roadshows aim to highlight Sri Lanka’s diverse tourism offerings and encourage potential travellers to choose Sri Lanka as their next destination. The events 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 two-city 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 both cities.
A press conference will be held in Karachi and 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, Mr. Sanjeewa Pattiwila, Consul General, Sri Lanka Consulate General of Karachi: Pakistan has always been a vital source market for Sri Lanka, not just because of proximity, but also due to the deep cultural, religious and historical ties that bind us. Through our roadshows in Karachi and Lahore, we aim to strengthen these connections and showcase Sri Lanka as a preferred, year-round destination for leisure, MICE and Business travel.”
Commenting on the initiative, Mr. Dheera Hettiarachchi, Chairman of the Sri Lanka Convention Bureau, stated: “Sri Lanka is an excellent MICE destination due to its proximity, strong connectivity, and cost-effectiveness. These roadshows will highlight Sri Lanka’s strengths and contribute to fostering stronger tourism and business ties with Pakistan.”
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.”
