In June 2024, Saudi Arabia was identified as the third most promising market for Sri Lankan tourism, according to the Sri Lanka Tourism Development Authority (SLTDA). During the same period, it also ranked as the 23rd source market for tourists visiting the island nation.

To capitalize on this potential, the Embassy of Sri Lanka in Riyadh, in collaboration with the Sri Lanka Tourism Promotion Bureau (STPB), organized a significant presence at the Travel Fair 2024, held at the Riyadh International Convention & Exhibition Center. The event featured participation from eighteen Sri Lankan destination management companies (DMCs), hotels, and Sri Lankan Airlines, aimed at fostering connections between tour and travel operators.

Sri Lanka's involvement in the Riyadh Travel Fair has boosted its appeal as a favored destination for Arab tourists. With a target of attracting five million tourists by 2026, Sri Lanka is focusing on high-end visitors, particularly from Middle Eastern countries, recognizing the high daily expenditure of Saudi visitors as a significant economic driver.