By Aziz Khatri
KARACHI: The Sri Lanka Convention Bureau (SLCB), in collaboration with the Consulate General of Sri Lanka in Karachi, launched business-to-business (B2B) roadshows in Karachi and Lahore as part of efforts to strengthen tourism and business links with Pakistan.
The initiative aims to promote Sri Lanka as a destination for leisure, business and MICE (Meetings, Incentives, Conferences and Exhibitions) tourism while expanding cooperation between the tourism industries of the two countries.
The Karachi roadshow was held on 8 July at the Marriott Hotel, while the Lahore event is scheduled to take place on 10 July at Faletti’s Hotel.
The events feature B2B meetings and evening networking sessions, bringing together the Sri Lankan delegation, tourism industry representatives, corporate stakeholders and travel professionals to explore new business opportunities.
The organisers said the roadshows were designed to encourage stronger partnerships between Pakistani and Sri Lankan travel operators and to highlight Sri Lanka’s tourism potential for holidaymakers, business travellers and conference organisers.
Tour operators, media representatives, digital influencers and professionals from the tourism sector have been invited to participate in the events, which are expected to facilitate new commercial partnerships and strengthen bilateral tourism cooperation.
According to the Sri Lanka Convention Bureau, the roadshows form part of broader efforts to position Sri Lanka as a safe and attractive destination for international visitors while expanding tourism exchanges with the Pakistani market.
