Sri Lanka has made a significant impact at ITB Berlin 2025, the world’s leading travel trade show, where 5,800 exhibitors from over 170 countries gathered to shape the future of global tourism.
Under the theme “The World of Travel Lives Here,” ITB Berlin serves as a platform for industry professionals, buyers, and media to explore emerging trends and opportunities in travel.
Renewed Interest in Sri Lanka as a Premier Destination Sri Lanka’s Ambassador to Germany, HE Varuni Muthukumarana highlighted the renewed interest in Germany as a key source market for Sri Lanka, emphasizing the country’s potential in wellness tourism. Ayurveda and traditional healing practices, including ‘Hela Wedakama’ one of the oldest indigenous wellness treatments in the world continue to attract European travelers seeking authentic and holistic experiences.
Growing German Market and Tourism Targets Buddhika Hewawasam, Chairman Sri Lanka Tourism noted that Germany remains one of Sri Lanka’s leading inbound markets. With 136,000 German visitors recorded in 2024, Sri Lanka aims to reach at least 200,000 German arrivals in 2025, positioning Germany among its top tourism source markets. Increased charter flights and strategic marketing investments are set to bolster this growth. Additionally, Sri Lanka received significant recognition at ITB Berlin, including the prestigious Green Destination Award for Sigiriya, reinforcing the nation’s commitment to sustainable tourism.
A Diverse and Accessible Tourism Offering Sri Lanka’s tourism portfolio spans luxury resorts, boutique villas, heritage properties, eco-lodges, and homestays, catering to travelers across various budget ranges. The country also stands out as an inclusive destination, welcoming LGBTQ+ travelers and ensuring accessibility for all.
Known for its year-round appeal, Sri Lanka offers a unique 365-day travel experience, thanks to its microclimates. While the eastern coast enjoys optimal conditions for nine months, the western coast thrives during the remaining period, making Sri Lanka a non-seasonal destination. Within just a few hours, visitors can experience varying climates, from cool highland retreats to tropical beaches.
SriLankan Airlines Strengthens European Connectivity and Chinthaka Weerasighe, Regional Manager Europe and the Americas of SriLankan Airlines, underscored the importance of the European market, with six of Sri Lanka’s top ten source markets being from the region. As the only direct scheduled airline connecting Sri Lanka to London, Paris, and Frankfurt, SriLankan Airlines remains committed to expanding its European footprint. The airline currently operates three weekly flights from Frankfurt, with a 35% growth trajectory. Germany’s key feeder cities for SriLankan Airlines include Frankfurt (48%), Munich (22%), and Düsseldorf (17%).
To enhance connectivity, SriLankan Airlines is working with Deutsche Bahn (DB) to integrate train and flight services, allowing passengers to book seamless travel from over 5,600 rail stations across Germany. A potential codeshare agreement with DB Rail is under discussion, which will further improve accessibility for German travelers. Additionally, SriLankan Airlines has strengthened its global partnerships with codeshare agreements via Abu Dhabi and Doha and its latest partnership with Air Canada, facilitating travel to North America via Frankfurt and Paris.
With a strong presence at ITB Berlin 2025, Sri Lanka continues to reinforce its status as a top-tier destination, offering an unparalleled blend of cultural heritage, natural beauty, adventure, and sustainability-driven travel experiences.
