Sri Lanka Tourism Bureau to Spotlight Island Allure at Twin Roadshows in Saudi Arabia Ahead of ATM 2025

The Sri Lanka Tourism Promotion Bureau (SLTPB) is ramping up its Middle East outreach with two high-profile roadshows in Saudi Arabia, scheduled for April 22 in Riyadh and April 24 in Al Khobar. These events serve as a prelude to Sri Lanka’s participation in the Arabian Travel Market (ATM) 2025 and reaffirm the island nation’s commitment to expanding its footprint in the GCC tourism landscape.

The roadshows will take place at the Radisson Blu Hotel and Convention Center, Riyadh Minhal, and the Grand Hyatt Hotel and Residences, Al Khobar, respectively. They aim to strengthen trade ties and position Sri Lanka as a premier year-round destination for luxury, family, wellness, cultural, and halal-friendly tourism.

Strengthening GCC-Sri Lanka Travel Ties

Saudi Arabia remains Sri Lanka’s largest outbound market in the Middle East, and the twin events will bring together Saudi-based travel agents, tour operators, airlines, DMCs, and other key industry stakeholders. The program will include B2B meetings, networking opportunities, and destination presentations designed to forge new partnerships and promote Sri Lanka’s evolving tourism portfolio.

“We are returning to Saudi Arabia with a clear message: Sri Lanka is open to the world,” said Buddhika Hewawasam, Chairman of SLTPB. “Our roadshows are a celebration of the unique experiences Sri Lanka offers — from luxurious wellness retreats to family-friendly adventures and Eid Al-Adha specials tailored for Saudi travelers.”

A Tapestry of Experiences

The roadshows will showcase Sri Lanka’s rich and diverse offerings, including:

• Luxury beach escapes along the East Coast

• Tea country retreats in the misty central highlands

• Halal-certified culinary journeys and accommodations

• Wildlife safaris and national park tours

• UNESCO-listed heritage sites and spiritual landmarks

• Wellness and Ayurveda programs are designed for holistic healing

With a focus on curated experiences and community-driven tourism, SLTPB is emphasizing sustainability, inclusivity, and personalized travel to meet the rising expectations of GCC travelers.

Strategic Push for Regional Growth

The roadshows come at a time when Sri Lanka is witnessing a surge in interest from GCC markets, driven by enhanced connectivity, safety assurance, and targeted travel packages. The initiatives are expected to generate long-term value, not just through increased tourist footfall, but also by fostering business collaborations that uplift local communities and enrich the visitor experience.