Sri Lanka Convention Bureau Launches Their Two-City Roadshow in Karachi and Lahore to Boost Tourism, Highlighting Leisure and MICE Opportunities

Published on December 11, 2025

In its continued bid to strengthen Sri Lanka’s presence in one of its key source markets, Pakistan, the Sri Lanka Convention Bureau, in collaboration with the Sri Lanka High Commission in Islamabad, Sri Lanka Consulate General in Karachi, and SriLankan Airlines, is launching a two-city B2B roadshow. Slated for 10th December 2025 in Karachi and 12th December 2025 in Lahore, this marks a major point in the continued drive to reinforce tourism flows between the two nations.

This is in line with Sri Lanka’s plan to capitalize on the recent interest of the regional markets in both leisure and business tourism, especially MICE tourism. The event will depict all aspects of Sri Lanka’s tourism and highlight the country’s potential as a destination for business travel, cultural exploration, and leisure tourism.

Pakistan’s Growing Significance as a Key Source Market for Sri Lanka

Sri Lanka has seen a significant increase in tourist arrivals from Pakistan in recent years, with Pakistan maintaining its position as one of Sri Lanka’s top South Asian source markets. In 2025 alone, 20,701 Pakistani tourists visited Sri Lanka, reflecting a positive trend driven by factors such as improved air connectivity, a simplified visa process, and stronger outbound travel from Pakistan. Sri Lanka ranks among the top 20 tourist-generating markets for the country, and this roadshow serves as a direct response to the growing demand from Pakistani travelers for a dynamic mix of leisure and business opportunities.

This growing trend presents an exciting opportunity for Sri Lanka to strengthen its long-term tourism ties with Pakistan, paving the way for increased visitation in the coming years. By targeting key tourism professionals, corporate leaders, and media representatives, the roadshow is expected to fuel future growth, not just for leisure tourism, but for the MICE sector as well, increasing Sri Lanka’s visibility as a leading destination for international conferences and corporate events.

Strategic Partnerships for Tourism Growth

The roadshow is designed to foster stronger relationships with key stakeholders in Pakistan’s tourism and business sectors. The target audience includes tour operators, media representatives, key influencers, corporate leaders, and trade associations. These partnerships will play a crucial role in reinforcing Sri Lanka’s position as a preferred destination for both leisure travelers and corporate groups.

A 12-member delegation of leading Sri Lankan tour operators will attend the roadshows in both cities, holding B2B meetings aimed at forging productive business partnerships. In Lahore, the event will culminate with a networking reception and a press conference to ensure extensive media coverage and increased visibility for Sri Lanka as a top travel destination.

Highlighting Sri Lanka’s MICE and Cultural Tourism

Sri Lanka’s commitment to MICE tourism in Pakistan is reflected in the event’s focus on the country’s MICE offerings. Sri Lanka has emerged as an ideal location for corporate meetings, incentive trips, conferences, and exhibitions, and the roadshow seeks to further solidify Sri Lanka’s reputation as a destination offering not just stunning beaches and vibrant cities but also a thriving business tourism infrastructure.

The event also underscores the country’s rich cultural heritage, from its pristine beaches to its historical sites, as a key part of Sri Lanka’s appeal. A cultural performance by a Sri Lankan troupe will serve as a highlight, providing guests with a firsthand glimpse of the country’s artistic traditions.

Air Connectivity Boosts Travel Opportunities

Travel between Sri Lanka and Pakistan remains seamless, with SriLankan Airlines offering eight direct weekly flights between Karachi, Lahore, and Colombo. This easy access has facilitated both business and leisure travel, and the roadshow serves as an opportunity to highlight these travel options. SriLankan Airlines also offers special airfares for Pakistani holidaymakers, making Sri Lanka an attractive and accessible destination for those seeking to explore the country’s diverse tourism offerings.

This improved connectivity is expected to drive continued growth in tourism flows, especially in the MICE sector, where direct flights provide an added convenience for international business delegations, conferences, and incentive groups traveling from Pakistan to Sri Lanka.

Future Impact: Strengthening Sri Lanka’s Tourism Relations with Pakistan

This roadshow represents a significant step in enhancing the tourism relationship between Sri Lanka and Pakistan. By fostering closer ties with Pakistani tour operators and corporate leaders, SLCB aims to deepen the collaboration between the two countries and boost tourism flows in the years to come. The growing interest in MICE and leisure tourism provides Sri Lanka with the opportunity to further tap into a market that shows tremendous potential.

As Pakistan continues to strengthen its position as an important source market for Sri Lanka, initiatives like this roadshow will be vital in building a sustainable tourism model that supports long-term growth. The event also serves as an excellent opportunity for Sri Lanka to expand its tourism outreach, not only in Pakistan but in the broader South Asian market.

A Step Toward Expanding Sri Lanka’s Tourism Potential in Pakistan

With the opening of the tourism roadshow of Sri Lanka in Lahore and Karachi, Sri Lanka is poised to capitalize on the growing tourism potential from Pakistan. Targeting key industry players, highlighting Sri Lanka’s unique tourism offering, and leveraging its improved air connectivity, the roadshow will reinforce Sri Lanka’s position as a premier travel destination for Pakistani travelers. In the future, this will be a stepping stone to further collaboration and mutual growth in the tourism sector, leading to closer bonds between the two countries and opening a promising future in South Asian tourism. The Sri Lankan roadshow epitomizes its long-term commitment to enhancing its tourism ties with Pakistan, thus making the prospects for the future of travel between the two nations all the more bright.