Sri Lankan officials are developing a coordinated strategy to leverage the 2027 ICC Men's Cricket World Cup in South Africa as a platform for international promotion of Ceylon Tea, tourism, and other key sectors.

Sri Lanka is preparing a comprehensive promotional initiative tied to the 2027 Cricket World Cup, which will be hosted across South Africa, Zimbabwe, and Namibia. A meeting held at the Ministry of Foreign Affairs on Thursday explored how the nation can capitalize on the global attention generated by the tournament to boost its economic sectors and international profile.

The discussion brought together representatives from multiple government agencies and organizations, including the Export Development Board, Sri Lanka Tourism Promotion Bureau, and Ceylon Tea sector officials. Sri Lanka's High Commissioner to South Africa, Air Vice Marshal Udeni Rajapaksa, participated virtually, while Foreign Minister Vijitha Herath oversaw the coordination alongside Sri Lanka Cricket CEO Ashley de Silva and other senior officials.

The initiative reflects efforts to coordinate messaging and promotional activities across tourism, Ceylon Tea exports, gems and jewellery, and aviation sectors during the tournament period. Officials from the Ministry of Youth and Sports, Ministry of Health and Mass Media, Department of Government Information, and SriLankan Airlines also participated in planning the promotional strategy. The coordinated approach aims to ensure that Sri Lanka's major industries benefit from the international exposure and visitor engagement expected during the Cricket World Cup.