KARACHI: Sri Lanka is projecting a major surge in tourism, aiming to double its international arrivals from 2.5 million to 5 million by 2030.
In parallel, the country also expects up to a 50 percent increase in visitors from Pakistan in the coming years.
Reinforcing this momentum, Sri Lanka Tourism successfully concluded a B2B Roadshow and networking evening on Wednesday, as part of its continued efforts to deepen bilateral ties and expand its footprint in the Pakistan market.
Organised by 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 Karachi and SriLankan Airlines at local hotel, the event underscored Sri Lanka’s commitment to strengthening its presence in one of its key source markets.
This initiative forms part of SLCB’s ongoing efforts to enhance Sri Lanka’s visibility and competitiveness in Pakistan. The event aimed to position Sri Lanka as a year-round destination suitable for all traveller segments—from leisure tourists to MICE (Meetings, Incentives, Conferences, and Exhibitions) groups—encouraging potential travellers to consider Sri Lanka as their next getaway.
A high-level industry delegation representing leading Sri Lankan destination management companies engaged in productive B2B interactions with Pakistani travel trade professionals. With over 75 participants, including travel agents, industry leaders, and tourism stakeholders, the roadshow facilitated partnerships and further strengthened Sri Lanka’s image as an attractive and versatile destination.
The organisers said tourism arrivals from Pakistan have been on a positive upward trajectory, with 20,701 Pakistani visitors recorded in 2025. Pakistan remains one of Sri Lanka’s most important South Asian markets, supported by improved air connectivity, streamlined visa processes, and a global revival in outbound travel. SriLankan Airlines currently operates eight direct weekly flights—four each from Karachi and Lahore to Colombo—ensuring convenient access for both leisure and business travellers.
Adding a cultural dimension to the evening, a Sri Lankan traditional dance troupe performed, showcasing the nation’s vibrant heritage. Parallel media interactions with prominent Pakistani outlets further amplified awareness of Sri Lanka’s evolving tourism landscape.
Talking to media persons, Sanjeewa Pattiwila, Consul General of Sri Lanka in Karachi, emphasised the deep-rooted cultural, religious, and historical ties between the two nations. He invited Pakistanis to explore Sri Lanka’s natural beauty and hospitality while acknowledging Pakistan’s humanitarian support following Cyclone Ditwah in November 2025.
Dheera Hettiarachchi, Chairman of SLCB, highlighted Sri Lanka’s comprehensive leisure and MICE capabilities and detailed the support available for MICE travellers. He reiterated Pakistan’s importance as a key market for both segments and reaffirmed SLCB’s commitment to driving tourism development.
Ruwan Wijekoon, Manager Pakistan for SriLankan Airlines, reaffirmed the airline’s dedication to enhancing connectivity and promoting Sri Lanka through attractive airfare packages. He noted the growing Pakistani interest in leisure, MICE, and cultural travel and expressed confidence in welcoming a rising number of visitors.
Sri Lanka Tourism reiterated that Pakistan represents a rapidly expanding outbound market, with travellers increasingly seeking authentic, meaningful experiences. With its rich blend of business, leisure, culture, heritage, nature, wellness, and adventure offerings, Sri Lanka is ideally positioned to meet these expectations.
The roadshow reaffirmed that Sri Lanka is fully open for leisure, business, and MICE tourism, highlighting its diverse offerings, industry resilience, sustainable growth, warm hospitality, and close proximity to Pakistan.
Copyright Business Recorder, 2025