Sri Lanka Tourism targets German surge at ITB Berlin 2026

• A 72-member Sri Lankan delegation will anchor island’s showcase 

The Sri Lanka Tourism Promotion Bureau (SLTPB) will step up its European push next month as it rolls out a dedicated country campaign at ITB Berlin 2026, one of the world’s largest travel trade fairs, scheduled from March 3-5, at Messe Berlin.

With more than 180 countries, over 5,000 exhibitors and upwards of 100,000 trade visitors expected, the event offers Sri Lanka a high-visibility platform to deepen its presence in Germany, one of its top source markets and to strengthen business partnerships and bilateral tourism ties. 

The participation comes as Colombo seeks to accelerate visitor growth from Europe and lift foreign exchange earnings through higher-yield segments.

A 72-member Sri Lankan delegation, including private sector companies and SriLankan Airlines, will anchor the island’s showcase. 

The national pavilion, designed around Sri Lanka’s cultural and heritage assets, will host business-to-business meetings, media engagements and consumer-facing promotions, alongside product displays, destination marketing material and Ceylon Tea experiences across the three-day fair.

Tourism Deputy Minister Prof. Ruwan Ranasinghe is scheduled to attend, with a dedicated press conference planned to engage international media and key tour operators.  The SLTPB said it would also use the platform to meet global PR and marketing service providers while amplifying outreach through its digital channels.

The SLTPB expects the initiative to sustain the recent momentum in German arrivals and convert trade interest into forward bookings for the 2026/27 winter season.