The Sri Lanka Tourism Promotion Bureau (SLTPB) in collaboration with the Sri Lanka Embassy in Brussels, Belgium which is also accredited to Luxembourg, successfully organized a Sri Lanka Tourism Roadshow on 23 October 2025 in Luxembourg. Seventeen Sri Lankan leading Destination Management Companies (DMCs) participated in the roadshow to enhance Sri Lanka’s visibility in the B2B Luxembourg travel market. They engaged in networking sessions, business meetings, and presentations with over fifty travel industry professionals including main tour operators and travel agents in Luxembourg. The travel journalists and influencers of Luxembourg also joined.
During the event held at An Haffan Luxembourg, the Sri Lanka Ambassador to Luxembourg, Chandana Weerasena mentioned “this is the first Sri Lanka Tourism Roadshow organized in Luxembourg”. He also highlighted the value of high spending Luxemburg tourists to Sri Lanka. The Junior Manager (Benelux) at the SLTPB, 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 Germany, Sharadha Seneviratne also joined and explained connections offerings from Europe to Colombo. Minister (Commercial) of the Sri Lanka Embassy Thavishya Mullegamgoda was the overall coordinator and the facilitator of the event.
During the structured B2B workshop, Sri Lankan travel professionals were able to directly connect with travel professionals in Luxembourg, 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 firsthand opportunity to experience Sri Lankan hospitality and attractions.
According to the latest market briefs, the Luxembourg tourism market demonstrated exceptional performance in 2023, marking an absolute record of 3.3 million holidays, equivalent to an impressive five trips per inhabitant. Despite being a relatively small market, Luxembourgers are known for their high per capita income and are recognized as high-value spenders when it comes to travel, making them an attractive segment for premium and long-haul destinations. Additionally, there remains notable potential for growth in long-haul travel, and the Asian market segment alone represents a potential of around 66,000 holidays, offering promising opportunities for destinations like Sri Lanka to attract affluent travelers seeking authentic and exotic experiences.
Through this successful roadshow, Sri Lanka has reaffirmed its commitment to deepening its engagement with the Luxembourg travel market. By combining strategic networking, immersive destination insights, and strong partnerships, Sri Lanka Tourism aims to expand the island’s market presence in high-value segments and attract discerning travellers seeking authentic, sustainable, and luxury travel experiences.
Embassy of Sri Lanka
Brussels
11 November 2025
