A specialised country campaign will be rolled out by the Sri Lanka Tourism Promotion Bureau (SLTPB) next month at ITB Berlin, taking place from March 3-5. As one of the largest travel trade fairs globally, the event provides a high-visibility platform to strengthen ties with Germany, a primary source market, and enhance business partnerships.

The initiative aims to accelerate visitor growth from Europe and increase foreign exchange earnings through high-spending traveler segments. A delegation of 72 members, including SriLankan Airlines and various private sector firms, will represent the island at the event.

The national pavilion will focus on cultural and heritage assets, hosting business-to-business meetings, media events, and Ceylon Tea experiences over the three-day fair. Tourism Deputy Minister Prof. Ruwan Ranasinghe will attend the event, which includes a press conference for international media and tour operators.

The SLTPB intends to use the fair to engage with global PR providers and amplify its outreach via digital channels. This effort is expected to maintain the current momentum of German arrivals and secure bookings for the 2026/27 winter season.