The 9th edition of the South Asian Travel Awards (SATA) 2025 continued its strong legacy of regional integration with two key pre-event initiatives – the SATA Alliance Meeting and SATA Connect & Conversation (C&C) – both held at the Cinnamon Grand Colombo. These events reinforced SATA’s role as South Asia’s premier platform for dialogue, collaboration, and innovation in tourism and hospitality.
The SATA Alliance Meeting, held at the City Club House Meeting Room, brought together leading tourism authorities and industry associations from India, Maldives, Sri Lanka, Nepal, Bhutan, and Bangladesh. The session served as a think tank for advancing cross-border cooperation and sustainable growth in South Asia’s tourism industry.
Set in an open, U-shaped discussion format, the meeting encouraged candid conversations among participants, who explored how the region could collectively enhance travel experiences, foster partnerships, and strengthen destination branding. The dialogue focused on building a unified regional identity for South Asia – one that reflects its diversity, culture, and commitment to world-class hospitality.
The meeting opened with welcoming remarks from Mr. Suraj Khan, Vice President of SATA, followed by valuable insights from a distinguished gathering of tourism leaders and institutional heads. Among those contributing to the discussion were Mr. Buddhika Hewawasam, Chairman of SriLankan Airlines; Mr. Abdulla Ghiyas, Chairperson of Visit Maldives Corporation; Mr. Sanjeev Kumar, President of the Confederation of Accredited Tour Operators (CATO); Ms. Amal Goonetilleke, CEO of the Hotel Association of Sri Lanka (THASL); Ms. Jyoti Mayal, Chairperson of THSCA and former President of TAAI; Mr. Ugyen Tenzin, Chairman of the Hotels and Restaurants Association of Bhutan (HRAB); and several other eminent tourism representatives from across the region.
Complementing the Alliance Meeting, the SATA Connect & Conversation (C&C) session served as a dynamic networking and exhibition platform where top hotels, airlines, travel agencies, and tourism boards showcased their latest products and innovations. The event provided an invaluable space for industry professionals to engage directly, exchange insights, and explore new business opportunities across South Asia’s interconnected tourism ecosystem.
The session commenced with remarks from Mr. Suraj Khan, Vice President of SATA, followed by a warm welcome address from Mr. Buddhika Hewawasam, Chairman of the Sri Lanka Tourism Development Authority (SLTDA). A special moment of the day was the recognition of SATA Hospitality Partners for their vital contributions during the Jury Evaluation Phase of SATA 2025.
Two engaging panel discussions followed, featuring influential industry leaders sharing their perspectives on the future of tourism and regional cooperation. The first panel delved into the future of hospitality in terms of guest experience, technology, and revenue management, with insights from Ugyen Tenzin, Dinesh Hettiarachchi, Hawwa Fareesha, Tek Bahadur Mahat, and Nazoomi Azhar.
The second panel discussion focused on collective efforts in regional tourism, featuring Shiuree Ibrahim, Nalin Jayasundera, Amal Goonetilleke, Nandini Lahe-Thapa, and Sanjeev Kumar, who emphasized the importance of unified branding, sustainable practices, and inter-governmental cooperation for South Asia’s tourism growth.
The SATA 2025 pre-event sessions set the tone for a grand regional celebration that goes beyond awards – fostering collaboration, innovation, and a shared vision for the future of South Asian tourism. Through initiatives like the SATA Alliance and Connect & Conversation, SATA continues to bridge nations, inspire partnerships, and strengthen the region’s collective identity on the global tourism map.
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