The Sri Lanka Tourism Promotion Bureau (SLTPB) has conducted its first-ever roadshow in Dhaka, targeting Bangladesh’s growing middle class as a new source market amid declining arrivals from Gulf-transit travellers.
The two-day event on April 5-6 comprised a media networking session attended by 35 Bangladeshi journalists and a business-to-business meeting that brought together 147 Bangladeshi travel agents with 19 Sri Lankan tourism companies. SriLankan Airlines and FitsAir participated as airline partners.
SLTPB Chairman Hewawasam and Sri Lankan High Commissioner to Bangladesh Weerakkody led the delegation. Bangladesh Tourism Board CEO Nuzhat Yasmin also attended, signalling bilateral interest in expanding leisure travel between the two countries.
Bangladesh has so far contributed 12,120 visitors to Sri Lanka year-to-date, representing approximately 2% of total arrivals. The roadshow aims to grow this share by promoting Sri Lanka’s beaches, heritage sites, and wellness offerings to Bangladeshi travellers who currently favour destinations like Thailand and Malaysia for short-haul holidays.
The outreach comes as Sri Lanka’s tourist arrivals fell 22% in early April due to the Middle East conflict deterring Gulf-transit passengers. Diversifying into South Asian markets — Bangladesh and India — is part of a strategic pivot to reduce dependence on Middle Eastern transit routes that have been disrupted by the Hormuz blockade.
Sri Lanka’s total arrivals have crossed 750,000 for 2026, but the pace has slowed significantly since the conflict escalated in early April.
