Sri Lanka tourism roadshow in Belgium

The Sri Lanka Tourism Promotion Bureau (SLTPB) in collaboration with the Sri Lanka Embassy in Belgium, successfully organised a tourism roadshow on 21 October at Kasteel Coninxdonck in Ghent; a historical city in Belgium. 

Seventeen Sri Lankan leading Destination Management Companies (DMCs) participated in the roadshow, engaging in networking sessions and business meetings with over 60 travel industry professionals including main tour operators and travel agents in Belgium. The travel journalists and influencers of Belgium also joined.

This type of a Sri Lanka tourism promotion roadshow was organised in Belgium after 2016. The Roadshow was timely organised, since there has been a consistent increase in the outbound and long-haul travel by Belgian travellers. Therefore, the opportunities for emerging destinations like Sri Lanka need to be captured through the targeted promotion and collaboration with Belgian tour operators and travel agents.

Sri Lanka Ambassador for Belgium Chandana Weerasena invited both Sri Lankan and Belgium travel professionals to continue engaging with each other for promising opportunities and highlighted the importance of exploring new trends in the industry. SLTPB Junior Manager (Benelux) Arunoda Wikramasinghe presented Sri Lanka’s diverse travel experiences from pristine beaches, natural landscape, wildlife, rich cultural heritage sites to adventures and wellness retreats. Sri Lanka’s focus on sustainable and community-based tourism was also highlighted. Sri Lankan Airlines General Manager in France Asiri Wickramasuriya also joined and presented the offerings and connections between Europe and Colombo. Sri Lanka Embassy Minister (Commercial) Thavishya Mullegamgoda was the overall coordinator and the facilitator of the event.

During the structured B2B workshops, Sri Lankan travel professionals were able to directly connect with Belgian travel professionals for fostering potential collaborations and future businesses. The evening concluded with a walking dinner, encouraging further informal exchanges, networking and relationship building. Adding to the excitement, the raffle draw offered numerous prizes sponsored by several DMCs, presenting guests a first-hand opportunity to experience Sri Lankan hospitality and attractions.

The initiative comes at a time when the Belgian tourism market is performing exceptionally well, creating an ideal environment to promote destinations like Sri Lanka to strengthen their presence. According to the latest market trends, Belgium recorded a high holiday participation rate of 89%, with 24 million holidays taken in 2024, compared to 22 million in 2023 marking a record number of trips and travellers. Notably, 85% of Belgian holidays were outbound, indicating strong interest in international destinations. While long-haul travel accounted for 12% of the total market, Asia held a 5% market share continuously over the years, suggesting growing potential for destinations within the region.

Through this successful roadshow, Sri Lanka has reaffirmed its commitment to deepening its engagement with the Belgian travel market. By combining strategic networking, immersive destination insights, and strong B2B partnerships, Sri Lanka Tourism aims to position the island as a premier long-haul travel destination for Belgian travellers seeking unique experiences, luxury escapes, and authentic cultural adventures. The successful conclusion of the roadshow will open for more avenues to create vibrant tourism products and offerings to attract high-end Belgian visitors to Sri Lanka in the future.