International broadcasting organisations have expressed willingness to promote Sri Lanka as a tourism destination through their regional media networks, creating an opportunity to reach wider audiences across different markets.
The support was discussed during meetings between Foreign Affairs and Tourism Minister Vijitha Herath and senior representatives of international broadcasting organisations attending the 63rd General Assembly of the Asia-Pacific Broadcasting Union (ABU).
The discussions focused on using international media connections to introduce Sri Lanka’s tourism attractions and experiences to audiences beyond its existing markets.
International Broadcasters Express Support for Tourism Promotion
Minister Vijitha Herath met Claire Gorman, General Manager, International, ABC Australia, and Nesryn Bouzaine, Head of International Services, ABC Australia.
The discussions also included Gregoire Ndjaka, Chief Executive Officer of the African Union of Broadcasting (AUB), and Zhou Jihong, Director General of RTPRC, China, and Vice President of ABU.
The Managing Director of the Sri Lanka Tourism Promotion Bureau and other officials also joined the meetings.
During the discussions, the broadcasting representatives praised Sri Lanka’s hospitality, safety, natural beauty and the warmth of its people. They also highlighted Colombo and said their experience of the country had exceeded their expectations.
More importantly, they expressed willingness to support tourism promotion through their respective regional broadcasting networks. This could provide opportunities to introduce Sri Lanka to wider international audiences.
International Media Exposure Could Open New Tourism Markets
Access to established broadcasting networks could give Sri Lanka another channel to promote its tourism destinations and experiences.
Such exposure could help potential visitors discover destinations beyond familiar tourist locations. It could also bring attention to local attractions, hospitality services and experiences offered by tourism businesses.
For hotels, travel agencies, tour operators and other tourism-related businesses, reaching new international audiences remains important in attracting visitors from different markets.
Minister Herath said, “The benefits of hosting international events extend beyond the duration of the events themselves. He noted that engagements such as the ABU General Assembly help establish lasting connections with international media organisations and create opportunities to reach new tourism markets.
The meetings have opened a possible route for Sri Lanka to use regional broadcasting networks in its tourism promotion efforts”.
However, specific promotional campaigns, broadcasting arrangements and implementation plans have not yet been announced. The next step will be to turn the willingness expressed by these media organisations into practical promotional activities.
Foreign Affairs Panel Discussion
Last modified: November 10, 2026
