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Sri Lanka will host International Indian Film Academy (IIFA) Awards, 2010. The IIFA Awards are presented annually by the International Indian Film Academy to honour both artistic and technical excellence of professionals in Bollywood, the Hindi language film industry. Instituted in 2000, the ceremony is held in different countries around the world every year. Previous hosts included the United Kingdom, Malaysia, South Africa, Singapore and Thailand.

The IIFA Awards will be held at the Sugathadasa Indoor Stadium from June 2 to 4. Sri Lanka will be the hub of international attention with IIFA awards drawing many illustrious figures of Bollywood together with prominent business people. Sri Lanka has been chosen from amongst countries such as South Africa, Abu Dhabi, Australia and Korea to host this prestigious event.

Parallel to the IIFA Awards, an international fashion show and worldwide film premier and a trade and business forum with the participation of over hundred CEOs will be held. Also to be looked forwards is the Asia Cup, a 20-20 match to be played between Bollywood stars and Asian cricketers. The event promises a forty percent increase in tourist arrivals.

"This is a very rare and wonderful opportunity for Sri Lanka. Thanks to the prevailing peace, Sri Lanka has received international recognition," quoting the Minister of Tourism, Achala Jagoda, Daily News reported. The event will garner media coverage from over 400 media organizations worldwide.

This will culminate in a total value of 40 million dollars worth of airtime.The Ministry of Tourism, Cultural Affairs, Defence and Sports will coordinate in handling this event. This event will also provide massive opportunities for Sri Lanka and India to strengthen their trade and business ties.

- Courtesy of PRIU