Leading international broadcasting organisations have expressed their willingness to support Sri Lanka’s tourism promotion efforts through their regional media networks, Minister of Foreign Affairs and Tourism Vijitha Herath has announced.
The commitment was made during discussions between Minister Herath and senior representatives of international broadcasting organisations attending the 63rd General Assembly of the Asia-Pacific Broadcasting Union (ABU) in Colombo.
The discussions focused on strengthening international media cooperation and exploring opportunities to showcase Sri Lanka as a tourism destination to wider global audiences.
Among those who met the minister were Claire Gorman, General Manager, International, ABC Australia; Nesryn Bouzaine, Head of International Services, ABC Australia; Gregoire Ndjaka, Chief Executive Officer of the African Union of Broadcasting (AUB); and Zhou Jihong, Director General of RTPRC, China, and Vice President of the ABU.
The Managing Director of the Sri Lanka Tourism Promotion Bureau and several other officials also participated in the discussions.
International Broadcasters Praise Sri Lanka
According to Minister Herath, the visiting broadcasting representatives expressed their appreciation for Sri Lanka’s hospitality, safety, natural beauty and the friendliness of its people.
They particularly highlighted the charm of Colombo, noting that their experience in Sri Lanka had exceeded their initial expectations.
The minister said the positive impressions shared by the international media representatives could help create further opportunities to promote the country among international audiences.
ABU General Assembly Opens New Tourism Opportunities
Minister Herath emphasised that hosting international events such as the ABU General Assembly provides benefits extending beyond the event itself.
He noted that such gatherings help establish lasting relationships with international media organisations, strengthen global partnerships and create opportunities to reach new tourism markets.
He added that the 63rd ABU General Assembly had enabled Sri Lanka to build valuable connections with leading broadcasting networks and explore new avenues to enhance the country’s international tourism profile.
