The Sri Lanka Tourism Promotion Bureau successfully conducted a series of tourism roadshows in St. Petersburg, Yekaterinburg, and Moscow, aimed at strengthening Sri Lanka's presence in the Russian market and attracting a wider range of travellers. The roadshows brought together over 20 Sri Lankan tourism companies, including hotels, destination management companies, and travel operators, who engaged in networking sessions, business meetings, cultural events, and presentations with Russian counterparts.

Following the roadshows, Sri Lanka participated in the Leisure Fair in Moscow, one of Russia's leading travel and tourism exhibitions. The Sri Lankan pavilion highlighted the diversity of Sri Lanka showcasing a theme of wild life and nature, along with country's unique attractions, such as Sigiriya, Ella nine arch bridge positioning Sri Lanka as a destination that goes far beyond its world-famous beaches.
Ambassador Shobini Gunasekera attended both the Roadshow and the Leisure Fair in Moscow and delivered brief remarks to emphasize Sri Lanka's appeal as a versatile destination with emphasis on authenticity, diversity, and compactness of Sri Lanka which makes it a worldclass destination catering to all types of tourism ranging from budget travelers to premium and VIP segments.
The campaign reaffirmed Sri Lanka's commitment to building stronger tourism links with Russia and creating new opportunities for collaboration between industry partners of both countries. Russian tourists have played a significant role Sri Lanka's tourism industry, and has consistently ranked among the top source markets for Sri Lanka in the recent years. The Russian presence has also helped diversify Sri Lanka's tourism base reducing dependency on traditional markets alone.