SL Tourism outlines benefits of ABU sponsorship, estimates Rs 250 mn promotional value

Sri Lanka Tourism has highlighted the expected promotional benefits of hosting the 63rd Asian Broadcasting Union (ABU) General Assembly, which is being organised in partnership with private broadcaster MTV Channel (Pvt) Ltd.

In a media statement issued on Monday (2), Sri Lanka Tourism said the international gathering is expected to generate promotional media value exceeding Rs 250 million, while helping position the country as a leading global travel destination.

According to Sri Lanka Tourism, MTV Channel (Pvt) Ltd was selected as the main host of the event, with Sri Lanka Tourism serving as the principal sponsor.

The event, held from October 30 to November 3, has attracted approximately 300 to 350 international media representatives, including senior officials from major broadcasting organisations.

Sri Lanka Tourism said the gathering provides an opportunity to promote the country internationally, particularly in the tourism, meetings and events, wedding and wellness sectors.

The statement also highlighted the potential for international media coverage to strengthen Sri Lanka’s tourism brand and encourage more visitor arrivals.

The General Assembly’s inauguration took place on November 1 under the patronage of President Anura Kumara Dissanayake, with Foreign Minister Vijitha Herath and senior tourism officials in attendance.

Sri Lanka Tourism described the event as another milestone in its international promotional efforts. (Newswire)