The Sri Lanka Embassy in Brussels with the support of the Sri Lanka Tea Board, participated in the Brussels Tea Festival 2025 held on 28 September at Flagey Place Sainte-Croix in central Brussels. The ticketed one-day event attracted over 700 passionate tea lovers including professionals in the tea industry, tea enthusiasts, tea sommeliers and media, exclusively with a genuine interest in tea.
Sri Lanka’s presence was marked by an impressive showcase of premium Ceylon teas, represented by companies such as Basilur Tea Exports (Pvt) Ltd, Dilmah Ceylon Tea Company PLC, Empire Teas (Pvt) Ltd, George Steuart Teas (Pvt) Ltd, Bogawanthalawa Ceylon Tea (Pvt) Ltd, Amba Estate, Kaley Tea Estate, Rosyth Artisan Teas and Glen Nevis Plantation (Pvt) Ltd. Visitors had the opportunity to enjoy freshly brewed Ceylon tea while also learning about the unique regional characteristics that define its diverse flavor profiles. While many guests were already familiar with “Ceylon Tea” as a global brand, they expressed keen interest in discovering the distinct identities of teas from different regions of Sri Lanka as well as the unique story behind every cup of Ceylon tea.
Over 40 innovative exhibitors at the event welcomed and served varieties of tea to the visitors not only from Belgium but also from across Europe, including the Netherlands, France, Germany and the UK. The festival served as a vibrant platform for exploring specialty teas from around the world from countries including China, Japan, India, Sri Lanka, Taiwan, Korea, Kenya, Nepal, Azerbaijan, Malawi and Türkiye. In addition to tastings, visitors were also able to experience cultural tea rituals and listen to the professionals in the tea industry around the world.
One notable highlight observed during the festival was the shifting trend from coffee to tea, particularly among younger audiences. Children, too, showed curiosity and enthusiasm in tasting teas signaling the emergence of a new generation of tea drinkers in Europe.
The Sri Lankan Embassy also noted a growing interest in tea tourism, with many visitors expressing a strong desire to travel to Sri Lanka, stay in tea estates, and experience the process of tea production firsthand similar to how wine tourism has flourished in France, Germany, and Italy. This trend presents a valuable opportunity and a lesson for Sri Lanka to further develop tea tourism as a niche attraction within the country’s broader tourism industry.
The Brussels Tea Festival 2025 was not only a celebration of global tea culture but also a timely reminder of the continued prestige of Ceylon Tea. By combining quality, heritage, and the promise of authentic experiences, Sri Lanka remains at the forefront of the world’s tea industry, which needs to be fully utilized to promote Ceylon tea around the globe.
Sri Lanka Embassy
Brussels
03 October 2025
