The Sri Lanka Tourism Promotion Bureau (SLTPB) is set to launch its exclusive promotional activities at ITB 2026, which will take place at Messe, Berlin, from March 3rd to 5th, 2026. This prestigious event is one that Sri Lanka has regularly participated in over the years. It is expected to feature over 180 countries, more than 5,000 exhibitors from various global sectors, and attract over 100,000 trade visitors, including tour operators, media representatives, buyers, and key decision-makers. The event is also set to draw top-tier international media attention.
This event holds significant importance for Sri Lanka, as Germany is one of its major source markets. The participation aims to foster more promotional activities, develop business partnerships, and strengthen bilateral ties between the two nations. Increasing the number of German tourists and boosting revenue for Sri Lanka are also key objectives of this participation. Hon. Deputy Minister of Tourism, Prof. Ruwan Ranasinghe, is scheduled to attend the event, along with a Sri Lanka press conference to engage with global media and meet key operators.
The Sri Lankan delegation will comprise 72 local companies, including Sri Lankan Airlines, under the SLTPB’s umbrella. The attractive Sri Lanka Pavilion will showcase the country’s rich cultural heritage, offering a wide range of promotional products and materials, including brochures, giveaways, and souvenirs. Tea will be served throughout the three-day event. The plan includes active consumer engagement through direct promotions, such as giveaways, raffles, cultural performances, B2B meetings with travel trade partners, and interactions with German media representatives.
The event will also feature meetings with international service providers, including PR and marketing professionals, and promotions through SLTPB’s social media channels. These initiatives aim to sustain the momentum in German visitor growth, providing a global platform for Sri Lanka’s private sector to showcase their products and packages, thereby eliciting a productive response from the international market.
