Sri Lanka embarks on a three-city Roadshow series in Southern India

• All set to woo Travel-Agents in Madurai, Coimbatore, and Chennai

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 roadshows (B2B) and networking evenings in Madurai, Coimbatore & Chennai on the 06th, 08th and 10th October 2025 respectively.

To attract more tourists from Southern part of India, 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 Sri Lanka Tourism Promotion Bureau & Sri Lanka Convention Bureau along with over 40 stakeholders from the Sri Lankan 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.

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.

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.

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.