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More than 50 Sri Lankan hotels, tour operators, destination management companies and tourism businesses are visiting Australia as part of a trade roadshow designed to build commercial relationships with the local travel industry.
The Sri Lanka Tourism B2B Networking and Roadshow 2026 is an invitation-only event running across three cities: Sydney on 3 September at the Shangri-La Sydney, Adelaide on 7 September at the Pullman Adelaide and Perth on 9 September at Crown Perth.
Each event features structured B2B meetings, destination presentations and networking sessions, followed by an evening program that includes an official opening ceremony, cultural performances and a question-and-answer session with Sri Lankan tourism officials.
The delegation includes senior Sri Lankan tourism officials, diplomatic representatives and the 50-plus tourism businesses, who are meeting directly with Australian travel agents, tour operators, wholesalers, destination specialists, travel advisors, outbound travel companies and media.
Diversity as the pitch
Chairman of the Sri Lanka Tourism Promotion Bureau, Buddhika Hewawasam, framed the roadshow around the range of experiences available within a single, compact destination.
“Sri Lanka provides something very special because travellers can experience beaches, wildlife, ancient cities, food, wellness and adventure within one relatively compact country,” Hewawasam commented.
“You don’t have to choose between a cultural holiday, beach holiday, wildlife experience or food journey because Sri Lanka allows you to combine them. You can wake up surrounded by mountains, travel through tea country and finish your journey beside the Indian Ocean.”
Sri Lanka’s tourism pitch spans UNESCO-recognised cultural sites, ancient temples and historic cities, tea-growing highlands, wildlife safaris, tropical beaches, local cuisine and wellness and adventure tourism.
Cost as a competitive factor
With the cost of international travel under increasing scrutiny from Australian consumers, Sri Lanka’s relative affordability is being positioned as a selling point for the Australian market.
Hewawasam noted that visitors can access quality accommodation, food, private touring and activities across a range of budgets.
“Australians want good holidays, but increasingly they also want value,” he explained. “Sri Lanka offers the ability to enjoy hotels, dining, experiences and touring without necessarily facing the costs associated with many other international destinations.”
Direct supplier access
The roadshow format is designed to give Australian travel businesses face-to-face access to dozens of Sri Lankan suppliers without travelling overseas.
Representatives from hotels, tour companies, destination management businesses and other tourism operators are showcasing products, accommodation and experiences while discussing opportunities to develop packages tailored to Australian travellers.
“This is about turning awareness into bookings,” Hewawasam remarked. “We want Australia’s travel industry to meet our tourism businesses directly, understand the variety Sri Lanka offers and develop new holidays, itineraries and experiences for Australian travellers.”
He added that the relationship-building element was central to the format.
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“Strong tourism relationships are built through personal connections,” he observed. “Bringing our tourism industry to Australia enables those relationships to develop more quickly and creates opportunities for both countries.”
Cultural elements on the program
Beyond the trade component, the roadshow includes cultural elements intended to give attendees a sense of what the destination offers. Traditional Sri Lankan oil lamp lighting, national anthems and cultural performances form part of the evening program at each city.
“We don’t simply want people to hear about Sri Lanka,” Hewawasam added. “We want them to experience some of the warmth, culture and hospitality that the country is known for.”
Event logistics
Events begin at 4:30pm with B2B networking, followed by the official evening program running through to approximately 9:30pm. Attendance is complimentary but by invitation only, with capacity limited to roughly 150 guests at each location.
The initiative is endorsed by the Government of Sri Lanka, the Sri Lanka Ministry of Tourism, the Sri Lanka Tourism Promotion Bureau and the High Commissions of Sri Lanka in Australia and New Zealand.
Hewawasam described the Australian market as a priority for Sri Lankan tourism.
“If you sell international travel, develop holiday packages, advise travellers or report on tourism, this is an opportunity to see why Sri Lanka deserves greater attention,” he stated.
Further information is available at the roadshow website.
Last Updated on September 8, 2026 by Nick Ross
