Sri Lanka Tourism is set to showcase the destination’s unique qualities, cultural diversity and warm hospitality to the world through a series of Nordic roadshows, scheduled to be held from 8-11 September 2025. The roadshow series will be conducted in Scandinavia (Denmark, Norway, Finland and Sweden) and will be combined with a consumer-focused event in Stockholm in September 2025. These activities are part of SLTPB’s 2025 international marketing calendar, designed to regain market confidence, strengthen trade relations and reposition Sri Lanka as a high-quality tourism destination.
The Sri Lankan delegation will consist of all leading players from the industry, at least 20-25 representatives from DMCs/hotels and representatives from Sri Lanka Tourism, who will organize B2B roadshows to create contacts and strengthen business partnerships with international counterparts. These will be accompanied by evening workshops focusing on networking, destination presentations, one-on-one meetings and cultural highlights.
The Stockholm Consumer (B2C) event will feature outdoor performances of culture, fashion and dance, as well as giving visitors a taste of authentic Sri Lankan cuisine, handicrafts, tea and spices. These are the main products that will attract visitors to book a trip and experience the destination further. The main aim of the B2C event is to strengthen the destination's image through authentic cultural experiences and restore consumer confidence after the crisis.
These activities represent an important opportunity for Sri Lanka Tourism, as the country has already passed an important milestone with 1.5 million visiting tourists and has received several international recognitions as one of the world's leading travel destinations worth visiting, with travel and vacation opportunities that meet the needs of the modern traveler. Sri Lanka Tourism has also planned to introduce new products such as health, adventure, cultural and community-based tourism. These will be another asset for Sri Lanka as global travelers are always looking for new ideas in travel and tourism. These products are sure to create interest among travelers looking for new experiences for their vacation plans.
Sri Lanka is already becoming a favorite destination for many travelers and holidaymakers. With international recognition and a growing number of tourists, this further strengthens the image of Sri Lanka as a place to visit at least once in a lifetime. The destination reached a milestone of 1.5 million tourist arrivals as of August 18, 2025.
According to the press release.
