ITB, the world’s leading travel and trade show, was held in Berlin, Germany last week. With over 10,000 exhibitors, from over 60 countries and around 160,000 trade visitors, ITB is considered as one of the most important events in the travel and tourism industry.
The 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 the 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 as a great platform to showcase the destination Sri Lanka with a positive message to the world. Sri Lanka is promoted as a safe and secure destination with diverse tourism products that the travellers could visit any part of the country to have a memorable tourism experience of the Island.
The Sri Lanka pavilion at ITB was opened by the Ambassador of Sri Lanka in Germany, Varuni Muthukumarana, Minister of Tourism and Lands, Harin Fernando, Chairman, SLTPB, Chalaka Gajabahu and Director Marketing, Dushan Wickramasuriya.
This year, 64 local hoteliers/Destination Management Companies and SriLankan Airlines presented their tourism packages and travel experiences to the visitors. A plethora of holiday opportunities, tourism products and travel concepts are exhibited at the pavilion to attract visitors of varying demographics and travel interests.
Ceylon Tea was served throughout the fair. The Press Conference of SLTPB at ITB 2023 is expected to be held on the second day of the event, with the participation of international media.