Wednesday Aug 27, 2025
Wednesday Aug 27, 2025
Wednesday, 27 August 2025 00:21 - - {{hitsCtrl.values.hits}}
Sri Lanka Tourism yesterday announced preparations for a series of Nordic roadshows from 8 to 11 September to promote the island as a unique, culturally diverse, and welcoming destination.
The roadshows will be held in Denmark, Norway, Finland, and Sweden, with a special consumer promotion event scheduled in Stockholm.
“These activities form part of Sri Lanka Tourism’s 2025 international promotional calendar, designed to regain market confidence, strengthen trade linkages, and reposition Sri Lanka as a high-value tourism destination,” the agency said in a statement.
The Sri Lankan delegation will include leading industry stakeholders, holiday and travel partners, 20–25 Sri Lankan DMCs and hotels, as well as officials from Sri Lanka Tourism. The program will feature B2B sessions to build business partnerships, along with evening networking workshops, destination presentations, one-on-one meetings, and cultural highlights.
The Stockholm consumer event (B2C) will showcase open-air cultural shows, fashion and dance performances, authentic Sri Lankan cuisine, handicrafts, tea, and spices. The aim is to strengthen the country’s destination image through cultural immersion and restore consumer confidence post-crisis.
Sri Lanka Tourism noted that the campaign comes at a time when the country has already surpassed 1.5 million tourist arrivals in 2025 and received several international endorsements as one of the world’s leading travel destinations. New products are also being introduced, including wellness, adventure, culture, and community-based tourism, to cater to global travellers seeking fresh experiences.
With growing arrivals and international recognition, Sri Lanka is steadily consolidating its position as a preferred holiday destination. Tourism authorities said the latest initiatives would add further momentum, reinforcing the island as a must-visit destination at least once in a lifetime.
