ITB - The world’s leading travel and trade show opened in Berlin, Germany on 7th March 2023 on a positive note. With more than 10,000 exhibitors, from 60+ countries and around 160 000 trade visitors, ITB is considered as one of the most important events in the travel and tourism industry.

Sri Lanka Tourism Promotion Bureau (SLTPB) collaborated with the Sri Lanka Embassy in Berlin and the tourism industry stakeholders in Sri Lanka to showcase the destination at ITB 2023 after a lapse of three years. ITB was not held in previous year due to the global pandemic.

At a time, the country is returning to normalcy with increased airline connectivity and tourist arrivals to Sri Lanka, ITB has been identified a great platform to showcase the destination Sri Lanka with a positive message to the world. Sri Lanka is promoted as safe & secure destination with diverse tourism products that the travelers could visit any part of the country to have a memorable tourism experience of the Island.

The Sri Lanka pavilion at ITB was declared opened by H.E Varuni Muthukumarana, the Ambassador of Sri Lanka for the Germany, Hon Harin Fernando, Minister of Tourism & Lands, Chalaka Gajabahu, Chairman, SLTPB, Dushan Wickramasuriya, Director Marketing, at the presence of the industry partners.   This year at ITB,  64 local hoteliers/Destination Management Companies and Sri Lankan Airlines presents their attractive tourism packages and travel experiences to the visitors at the event.  A plethora of exciting holiday opportunities, tourism products and travel concepts are exhibited at the pavilion to attract visitors of varying demographics and travel interests. 

The Sri Lanka pavilion was admired by the witnesses as it was vividly branded taking into consideration the travel interest of European tourists.  The Ceylon was actively promoted and expected to be served throughout the fair.  The Press Conference of SL