Sri Lanka Tourism expects promotional media value exceeding Rs. 250 million from hosting the 63rd Asian Broadcasting Union (ABU) General Assembly, held from October 30 to November 3, 2026. The international event, organised in partnership with MTV Channel (Pvt) Ltd, has attracted approximately 300 to 350 media representatives, including senior officials from major broadcasting organisations. Sri Lanka Tourism serves as the principal sponsor, aiming to strengthen the country's international visibility as a travel destination. The event provides opportunities to promote Sri Lanka's tourism offerings, particularly Meetings, Incentives, Conferences and Exhibitions (MICE), destination weddings and wellness tourism. The General Assembly was inaugurated on November 1 under the patronage of President Anura Kumara Dissanayake, with Foreign Minister Vijitha Herath and senior tourism officials attending. Sri Lanka Tourism expects international media exposure from the event to strengthen destination awareness and support future visitor growth.