Promoting Regional Synergy through Joint Destination Marketing

Colombo, Sri Lanka – 16 June 2025 – The China–Sri Lanka–Maldives Tourism Forum 2025 was successfully held at the prestigious Cinnamon Life – City of Dreams, marking a pivotal moment in regional tourism collaboration and the advancement of joint destination marketing strategies.

The forum was graced by Hon. Prime Minister of Sri Lanka, Ms. Harini Amarasuriya, who reaffirmed the nation’s commitment to strengthening partnerships within the South Asian and Asia-Pacific tourism landscape. Distinguished guests included H.E. Qi Zhenhong, Ambassador of the People's Republic of China to Sri Lanka; Hon. Arun Hemachandran, Deputy Minister of Foreign Affairs; Mr. Buddika Hewawasam, Chairman of the Sri Lanka Tourism Promotion Bureau (SLTPB); and Mr. Chinthaka Liyanaarachchi, Deputy Director of Marketing, SLTPB.

Bringing together high-level delegates from government and private sectors, the forum focused on the promotion of joint destination marketing — a strategic approach where countries collaborate to present themselves as a unified travel circuit. This innovative method is designed to attract long-haul travelers by offering them multi-country itineraries rich in cultural, historical, and natural diversity.

With its strategic location, diverse tourism offerings, and deep-rooted cultural heritage, Sri Lanka stands to benefit greatly from such collaborative frameworks. Partnering with China and the Maldives, Sri Lanka aims to enhance international arrivals, strengthen cultural exchange, and drive sustainable economic growth through tourism.

Sri Lankan Cities Join the International Tourism Alliance of Silk Road Cities

A significant highlight of the forum was the formal induction of Colombo, Kandy, and Sri Jayewardenepura Kotte into the International Tourism Alliance of Silk Road Cities—a prominent global initiative launched in 2023 by the China Center for International Culture and Tourism Exchanges.

The Alliance, comprising 76 cities across 31 countries, including Quanzhou (China) and Male (Maldives), serves as a collaborative platform to foster international tourism cooperation through events such as annual mayors' summits, tourism forums, B2B meetings, and joint promotional campaigns.

The inclusion of these three Sri Lankan cities in the alliance significantly elevates Sri Lanka’s profile on the global tourism map and aligns with national priorities centered on sustainable tourism development, international engagement, and cultural diplomacy.

Global Recognition and Media Exposure

The forum attracted strong international media coverage, with prominent outlets including China Media Group (CCTV), Singhu News, and Global Times highlighting the collaborative efforts and the strategic potential of regional tourism integration.

A Shared Vision for Sustainable Growth

Sri Lanka Tourism extends its sincere appreciation to all dignitaries, international partners, stakeholders, and media representatives for their active participation and commitment to a unified tourism vision. The success of the China–Sri Lanka–Maldives Tourism Forum 2025 underscores Sri Lanka’s growing influence as a leading tourism hub in South Asia and a key player in global tourism connectivity.