The Tea Promotion Unit of the Embassy of Sri Lanka in Beijing (SLEMB-TPU) successfully participated in the Global Cultural Tourism Conference 2025, held on 12th September in Beijing, which brought together more than 25 countries, senior government representatives, global tourism stakeholders, and cultural industry leaders. While the forum’s primary theme was cultural tourism, the Embassy strategically utilized this high-profile platform to highlight and promote Ceylon Tea as an essential element of Sri Lanka’s tourism identity and cultural heritage.
This participation was particularly valuable as it was arranged free of cost, enabling Sri Lanka to secure representation in a prestigious global event without financial burden. The free opportunity provided the Embassy with a direct stage to showcase Ceylon Tea to an international and Chinese audience within the framework of tourism promotion. The SLEMB-TPU emphasized that Ceylon Tea is not only a world-renowned beverage but also a cultural symbol that enhances the overall visitor experience in Sri Lanka, making it inseparable from the nation’s tourism offering.
During the conference, tasting sessions and tea displays were organized, attracting significant attention from the audience, including Chinese youth representatives and cultural promoters who were a focal group of this year’s event. This engagement allowed Ceylon Tea to be presented as a premium, fashionable, and healthy lifestyle product, resonating strongly with younger consumers and strengthening its image in the Chinese market. The positioning of Ceylon Tea within a youth-oriented cultural forum was a major achievement, creating strong brand visibility in a competitive beverage market.
One of the most significant advantages for Ceylon Tea promotion was the extensive media coverage obtained through this event. Renowned Chinese media outlets, along with social media influencers and cultural celebrities who participated, captured and broadcast Ceylon Tea’s presence to a wide audience. Importantly, footage and promotional content featuring Ceylon Tea will be shared on leading Chinese social media platforms, providing invaluable organic exposure to millions of potential consumers. This free media mileage greatly amplifies the impact of Ceylon Tea promotion beyond the event, making it one of the key long-term benefits of Sri Lanka’s participation.
In addition to media publicity, the event also facilitated networking opportunities with representatives from other countries, cultural organizations, and tourism-related institutions. These connections open pathways for future collaborations and joint promotions, where Ceylon Tea can continue to be integrated into cultural and tourism exchanges. Such initiatives reinforce the strategy of positioning Ceylon Tea not only as a commodity but as a cultural ambassador for Sri Lanka, complementing the nation’s tourism promotion efforts.
In conclusion, Sri Lanka’s participation in the Global Cultural Tourism Conference 2025 created a high-value platform for promoting Ceylon Tea in China. The Embassy maximized the opportunity by ensuring strong brand visibility through tea presentations, direct engagement with the youth market, and securing broad-based media coverage at zero cost. The initiative clearly demonstrates the effectiveness of linking cultural tourism promotion with tea branding, and it underscores the importance of similar future engagements to strengthen Ceylon Tea’s positioning as a global lifestyle product in the Chinese market.
