A unique grassroots campaign by Sri Lankans living across Europe is attracting attention for its efforts to encourage foreigners to visit Sri Lanka and experience the country’s culture, heritage and attractions.

Operating under the banner “Europaye Aluthgama Api,” the group brings together Sri Lankans originally from Aluthgama who now live in 22 European countries.

Each year, members select a European country and organize a public demonstration in a major city to promote Sri Lanka under the #Visit_Sri_Lanka theme. The initiative is carried out voluntarily, with participants using their own resources to organize the events.

As part of the campaign, participants wear traditional Sri Lankan sarongs, sing popular Sri Lankan songs and distribute leaflets containing information about the country. They also directly engage with members of the public and invite them to consider Sri Lanka as their next travel destination.

This year’s event was held in Graz, Austria, where members once again came together to showcase Sri Lankan culture and promote the country to an international audience.

The campaign provides a distinctive form of tourism promotion by combining cultural expression with direct interaction, allowing European audiences to learn about Sri Lanka through people who have personal connections to the country.

Such community-led initiatives can complement formal tourism marketing by creating awareness through personal recommendations and cultural experiences. They also demonstrate how Sri Lankan communities living overseas can contribute to promoting the country and supporting its tourism industry.

The group has been praised for its voluntary contribution to Sri Lanka’s international tourism promotion, particularly as members personally fund and organize the activities without relying on commercial campaigns.

Through their continued efforts across Europe, “Europaye Aluthgama Api” is helping take the message of #Visit_Sri_Lanka directly to potential travellers while showcasing the warmth, culture and identity of Sri Lanka.