Sri Lanka shines at BIT-2024 Travel Fair in Milan, Italy

Sri Lanka Pavillion

Visitors enjoying the Sri Lankan sweetmeats

Cultural elegance  

Life size elephants on display

The 44th edition of BIT – Borsa Internazionale del Turismo, organised by Fiera Milano concluded  on 6 February with great attendance figures from the public and huge satisfaction on the part of the over 1,100 exhibitors from 66 countries, as well as the hundreds of highly regarded hosted buyers, brought together from all over the world, with 8,585 one-to-one meetings- Increase of 15% compared to 2023.

BIT 2024 represented the industry evolution through a broad range of categories, including sustainable tourism, luxury vacations, and local travel. The extensive showcase at Allianz Mico attracted professional industry members from other European destinations who brought inspiration, product novelties and knowledge spanning all dimensions of the show floor. In addition, the BIT 2024 experience was boosted by the event’s guided tours, buyers program and numerous networking events. 

Sri Lanka Tourism Promotion Bureau (SLTPB) participated at the BIT with 12 destination Management Companies and the Sri Lanka Pavilion was one of the major attractions of the event and appreciated by everyone, which displayed the entire product range the country had to offer. The Sri Lankan Pavilion Portrayed tourism themes specifically highlighted wild life theme including live size three elephant statues, which was a high attraction to the visitors. The photo point with leopard was another eye catching attraction of the Sri Lanka Pavilion. The visitors who came to Sri Lanka pavilion enjoyed the generous cup of Ceylon Tea served at the pavilion and there was a long queue to taste a cup of Ceylon tea. Ceylon tea Board, Bogawanthalawa tea and vantage teas supplied tea for tea counter.

Cultural dancing items performed by Sri Lanka cultural dancing troupes attracted a large number of Italians to Sri Lanka pavilion and it showcased the traditional values of Sri Lanka. Traditional Sri Lankan sweet meats including Milk rice were served to visitors who visited to pavilion on the opening day.

The opening ceremony of the Sri Lanka Pavilion at BIT 2024 travel fair in Milan, Italy  was held with the presence of SLTPB Managing Director Nalin Perera, Sri Lanka’s Consular General to Milan Dilani Weerakoon, who graced the occasion as the chief guest,  and  1st Secretary in Sri Lanka Consulate General in Milan  Tharaka Botheju and SLTPB Officer in charge of Italy Market Dilukshi Wickramasinghe together with 12 leading travel industry members.

Coinciding with BIT 2024 Sri Lanka Tourism Promotion Bureau organised a Net working session with Sri Lankan Tour Operators and Media Personnel in collaboration with Sri Lanka Consulate General in Milan.

Overall, total Italian arrivals to Sri Lanka was recorded 22,242 as in 2023. Italy is an important Market for Sri Lanka as it can generate a considerable number of tourists to the destination.