The Sri Lanka Convention Bureau (SLCB), in collaboration with the Consulate General of Sri Lanka in Karachi, is pleased to announce upcoming B2B roadshows in Karachi and Lahore
By Rafiq Vayani
KARACHI: 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 free visa process have all contributed to this positive trend. In 2025 alone, 22,296 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 and hoteliers 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.
His Excellency Sanjeewa Pattiwila, Consul General, Sri Lanka Consulate General of Karachi: “Pakistan has always been a key source market for Sri Lanka, not only because of our close geographical proximity but also due to the enduring cultural, religious, and historical ties that connect our two nations. Through these roadshows in Karachi and Lahore, we seek to further strengthen these longstanding relationships while showcasing 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 ideal destination for Meetings, Incentives, Conferences and Exhibitions (MICE), offering close proximity to Pakistan, excellent air connectivity, world-class facilities, and exceptional value for money. Through these roadshows, we aim to showcase Sri Lanka’s diverse strengths as a premier MICE destination while further strengthening tourism and business relations between Sri Lanka and Pakistan.
With growing interest among Pakistani travellers in leisure, MICE, and cultural tourism, we look forward to welcoming an increasing number of visitors to Sri Lanka. We are also committed to working closely with the travel trade and industry stakeholders to further position Sri Lanka as a preferred, year-round destination for business events and leisure travel.”
Mr
Ruwan Wijekoon, Manager Pakistan, SriLankan Airlines Ltd, Karachi stated: As the national carrier, SriLankan Airlines is proud to play a key <a href="https://middleeastdaily.net/global-partnership-leader-jeson-zheng-highlights-uaes-role-as-a-strategic-connector-at-wsis-forum-2026-in-geneva/”>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.