The Sri Lanka Tourism Promotion Bureau (SLTPB) successfully conducted the Sri Lanka Roadshow 2025 in the Nordic region (Denmark, Norway, Finland and Sweden) between 8-11 September. The roadshow concluded with a well-attended B2B event at Radisson Blu Waterfront in Stockholm.
The aim of the initiative was to promote the destination, rebuild market confidence, strengthen trade relations and highlight Sri Lanka as an attractive and safe tourist destination for Nordic travellers.
Interest in Sri Lanka as a travel destination is steadily growing among Nordic travellers. Between January and August 2025, 31,261 Nordic tourists visited the country, nearing the pre-pandemic levels of 2019, when 59,801 Nordic visitors were recorded. Sri Lanka is now aiming to reach three million international visitors in 2025 and sees great potential to reclaim its strong position as an attractive destination on the global tourism map.
The roadshow in Stockholm brought together leading players from tour operators, DMC companies, hotels, and airlines, along with representatives from Sri Lanka Tourism. Through workshops, networking, and individual meetings, new contacts and opportunities for long-term business partnerships were created between Sri Lanka and the Nordic travel industry.
Sri Lanka's Ambassador to Sweden, Kapila Fonseka, delivered an appreciated welcome speech alongside Darshana Cabraal, a board member of SLTPB. Following this, Sri Lanka's diverse tourism offering was presented – from the country's 26 national parks and rich biodiversity to experiences in wellness, culture, and adventure.
”Sri Lanka is still a relatively undiscovered gem, and our country is one of the safest and most peaceful destinations in the world for travellers,” said Ambassador Kapila Fonseka. ”I am confident that this series of roadshows will lay the foundation for a new era – where new partnerships, innovative travel packages, and marketing initiatives can grow and unlock Sri Lanka's still untapped potential,” he added.
The event in Stockholm was further enhanced by traditional dance performances and a colourful cultural setting. Visitors were also treated to an evening gala with dinner, which included a fashion show and performances. The event was very well received and appreciated by both representatives of the travel industry and Nordic visitors, who expressed enthusiasm about Sri Lanka's diverse and unique travel experiences.
”We are committed to nurturing these new partnerships and ensuring that Sri Lanka continues to strengthen its position as a sought-after, reliable, and inspiring destination for Nordic visitors. I sincerely hope that this growing commitment will soon be reflected in the statistics, with even more Nordic travellers choosing Sri Lanka as their holiday destination,” said Jagath Perera, Marketing Manager at the Sri Lanka Tourism Promotion Bureau.
With the roadshow, Sri Lanka has further strengthened its position in the Nordic market, and Sri Lanka looks forward to welcoming increasing numbers of Nordic travellers to the country's unique combination of nature, culture, adventure, and hospitality.
According to a press release.
