Largest-ever delegation from Sri Lanka at ITB 2017

Thursday, 9 March 2017 00:48 - - {{hitsCtrl.values.hits}}

By Sanath Weerasuriya in Berlin

The curtain rose on the International Tourismus Börse, popularly known as ITB, the biggest global event for the travel and tourism industry, in Berlin, Germany yesterday.

The Lankan delegation is its largest-ever at ITB since it started to participate in the event five decades ago in 1966.

Sri Lankan Tourism, along with an over 150-strong Sri Lankan delegation from more than 60 Sri Lankan hospitality and leisure sector companies including SriLankan Airlines, is expected to carry out an aggressive promotional drive this year targeting the traditional European market, including one-time market leader Germany.

With the renewal of bilateral ties between Sri Lanka and Germany last year, Tourism Minister John Amaratunga invited German nationals to not only visit Sri Lanka but also seize the many opportunities available for investment in the travel, tourism and hospitality sectors.

“The German market is one of our traditional markets and we are keen to get it back to the old level in arrivals. Being the strongest economy in Europe, we are very optimistic about getting German travellers and investors to strengthen our economy,” Minister Amaratunga said.

In order to depict Sri Lanka’s culture and heritage, the Sri Lankan pavilion reflects authentic Sri Lankan wildlife and the theme ‘Wonder of Asia’. There are also several blow-ups and a screen of numerous attractions characteristic of Sri Lanka’s product spectrum displayed within the pavilion.

This year the Sri Lanka stall is set to appear on a more open concept, enabling visitors to make easier and meaningful contact with Sri Lankan trade representatives as well as being informed of the island nation’s many attractions.

In addition, a program to promote Ceylon Tea will be held at the time of the exhibition, providing a rare chance for visitors to enjoy a cup of pure Ceylon Tea. ITB will last until 12 March.