Sri Lanka leverages ITB to wow German market

Minister of Tourism Development John Amaratunga along with Members of the German Parliament, Michael Donth and Jurgen Klimke, officially opening the Sri Lanka Pavilion

The Sri Lanka Pavilion was a star attraction at the ITB Berlin 2017 international travel show which opened in Germany on Wednesday. 

The eye-catching Sri Lanka Pavilion was declared open by Minister of Tourism Development and Christian Religious Affairs John Amaratunga. Among those present at the inauguration included Sri Lanka’s Ambassador to Germany Karunathilaka Amunugama, Sri Lanka Tourism Chairman Paddy Withana, officials of Sri Lanka Tourism Promotion Bureau and leaders of key tourism stakeholders in Sri Lanka.  

UNWTO Secretary General Dr. Taleb Rifai and Members of the German Parliament Michael Donth and Jurgen Klimke were amongst the host of VIPs present at the opening ceremony. 

Sri Lanka Tourism is utilising all resources in order to leverage ITB Germany which is one of the biggest travel fairs in the world to capture the German market which is now looking for new options in the wake of various issues plaguing some of its popular outbound destinations. 

In his opening remarks, Minister Amaratunga commented on the attractiveness of the Sri Lanka Pavilion which featured an open design concept complemented with eye catching imagery of Sri Lanka. He spoke of the diverse attractions the country has to offer and the climate of security that tourists could expect in Sri Lanka as opposed to some of the other destinations.

German MP Klimke appreciated the peaceful collaboration of all cultures and religions in Sri Lanka which had created a melting pot of cultural diversity.  He singled out the positive vibes in the tourism sector with regard to Sri Lanka’s focus on sustainability and preservation of nature whilst developing the tourism sector. He predicted a bright future for tourism in Sri Lanka.  

“ITB is the most resourceful and wealthiest travel mart in Europe, estimated to be worth 100m German speaking people in and around Germany. Our tourism industry should work together to capitalise on this market and help it grow from a $ 3.5 billion industry to a $ 10 billion industry,” said Ambassador Amunugama.   

Also speaking at the inauguration Withana focused on the strategic importance of ITB to deepen and widen European interest in ‘Destination Sri Lanka’. 

Following the inauguration, the Sri Lankan delegation led by Minister Amaratunga was expected to meet leading German tourism industry officials to promote Sri Lanka as both a leisure and MICE destination while also encouraging tourism operators to invest in tourism related activities in the country. A large tourism industry contingent representing the travel, tourism and hospitality sectors in Sri Lanka is participating at this year’s ITB.

Sri Lanka Tourism also held a special news conference at the Sri Lanka Pavilion yesterday with the participation of over 60 international journalists.