In a significant move to bolster tourism ties and foster deeper business relationships between Australia and Sri Lanka, the Sri Lanka Tourism Promotion Bureau successfully hosted its inaugural B2B Networking and Roadshow 2024. This landmark event, held across three major Australian cities - Brisbane, Sydney, and Melbourne, marked the first instance of direct B2B meetings and networking being a central focus of the roadshows, aimed at creating stronger links between businesses in both countries.
Mr. Sandith Samarasinghe, The Consul General of Sri Lanka, stated, "These events are all about fostering connections between Sri Lankan and Australian tourism businesses. Without a doubt, they will provide a unique platform for one-on-one meetings, helping people develop and grow tourism ventures."

Mr. Sandith Samarasinghe added, "Put simply, this will give Australian industry representatives strong access to unique vibrant Sri Lankan destinations. It will also assist travel companies in adding those destinations to itineraries, offering more to Australian tourists."

The event underscored Sri Lanka's rapid ascension as one of the world's premier travel destinations. With its rich biodiversity, vibrant culture, and burgeoning tourist numbers, Sri Lanka is capturing the hearts of global travelers, including a significant number of Australians. The island nation welcomed over 635,000 international visitors in the first three months of 2024 alone with Australians ranking among the top ten nationalities exploring the country. Notably, 20% of these visitors are repeat tourists, attesting to Sri Lanka's allure and the quality of experiences it offers.

Mr. Chalaka Gajabahu, Chairman – Sri Lanka Tourism – said, “Because there is no third party, businesses will get so much out of these events. You get direct access to the travel package providers and travel businesses in Sri Lanka. You get the best priced travel deals and advice on funding support and growth.”

“Sri Lanka is an all-in-one capsule minus the snow, being a tiny island ' all categories Adventure, Culture, Romance, History, Wellness etc. This makes it a very attractive destination for travellers. It is close to India and just 10 hours flight from Australia.”

Aussie travelers' growing interest in 'Winter Sun Destinations' has positioned Sri Lanka as a favored choice, aligning with the country's objectives to be a leading choice for off-season holidays. This trend highlights the importance of initiatives like the B2B Networking and Roadshow, which not only promote tourism but also open doors for Australian businesses to explore opportunities within Sri Lanka's travel and hospitality sectors.

The series of events featured one-on-one meetings, allowing direct interaction between Australian and Sri Lankan businesses. Additionally, an official ceremony with presentations from Sri Lanka Tourism, policy discussions, and an interactive Q&A session provided valuable insights into Sri Lanka's tourism landscape and investment prospects.

Dignitaries including Hon. Harin Fernando, Sri Lanka's Tourism Minister, Ms. Chithrangani Wageeswara, Sri Lanka High Commissioner to Australia, Mr. Sandith Samarasinghe, Sri Lanka Consul General in Melbourne, Mr. Chalaka Gajabahu, Chairman of the Sri Lanka Tourism Promotion Bureau, Mr. Sanath Jayasuriya, Sri Lanka Tourism Ambassador, Ms. Ruwanthi Ariyarathna, Consul Commercial in Melbourne, and Ms. Chami Lanka Gasnawage, Assistant Director – Marketing, and representatives from 32 leading Sri Lankan travel businesses, highlighted the collaborative spirit of the roadshow. Their presence underscored the mutual commitment to enhancing tourism and business exchanges between the two nations.

The Sri Lanka Tourism Promotion Bureau, through this and other initiatives, continues to champion Sri Lanka as a gateway to South Asia and a regional hub of tourism excellence. With these efforts, Sri Lanka is not only showcased as a top travel destination but also as a vibrant partner for international business collaborations in the tourism sector.

Media enquiries: Ruwanthi Ariyaratne

Email : commercial.melbourne@mfa.gov.lk