The Embassy of Sri Lanka in Brussels, with the support of the Sri Lanka Tourism Promotion Bureau highlighted Sri Lanka as a premier travel destination at the ‘Vakantie Expo’, held from 24 to 26 January in Belgium.
The B2C event was held at ‘Antwerp Expo’ with over 30,000 Belgian travel enthusiasts and industry professionals with active holiday plans for 2025 and 2026. The Sri Lanka Embassy Stand at the event exuded a unique tourism identity through images, banners, videos, brochures, and maps featuring the tourism sector of the country. The visitors to the stand were given personalised insights into Sri Lanka’s diverse unique tourism opportunities in English, Dutch, and French.
By presenting itself as a must-visit long-haul destination, Sri Lanka made its appeal to the Benelux market showcasing its rich culture, natural beauty, wildlife, and diverse travel experiences.
The visitors to the Sri Lanka stand included those who had travelled to the country before, fondly reminiscing about their past experiences and expressing excitement about returning to explore new areas where they had previously missed, and also those who were eager to make Sri Lanka their next destination. Many expressed specific interest in Sri Lanka’s wide-ranging attractions including family-friendly activities, exploring natural beauty, culinary experiences, wildlife safaris, visiting cultural landmarks, outdoor adventures, and experiencing the lifestyles of local people.
Sri Lanka’s participation in the Vakantie Expo bolstered its brand presence and opened valuable networking opportunities within Belgium’s travel industry. This ticketed event also drew visitors from neighbouring countries such as the Netherlands, Luxembourg, Germany, and France further broadening the reach of Sri Lanka’s tourism campaign.
In 2024, Sri Lanka received 17,219 Belgian travellers, recording a 61% growth compared to 2023. Considering the high-spending nature of Belgian travelers, and their tendency to repeat visits, the Embassy of Sri Lanka in Brussels plans to carry out a number of promotional events in Belgium and Luxembourg in 2025.
