The Sri Lanka Tourism Promotion Bureau (SLTPB), together with a delegation of 15 leading local travel and tourism companies, represented Sri Lanka at the internationally renowned Vakantiebeurs Fair 2026, which was held from 7th to 11th January 2026 in Utrecht, the Netherlands.

Vakantiebeurs is recognized as one of Europe’s most prominent travel exhibitions, attracting a diverse audience of travel trade professionals, tour operators, destination marketers, media, and discerning travelers from across the European region. Sri Lanka’s participation at this high-profile event underscored the country’s strategic focus on strengthening its footprint in key long-haul source markets, particularly in the European region.Also this prominent Trade and Travel Fair plays a key role as one of Sri Lanka Tourism’s most important events in the Tourism Calendar .

The Sri Lanka pavilion showcased the island’s diverse and authentic tourism experiences, including cultural and heritage tourism, wildlife and nature-based travel, beach and marine tourism, wellness and Ayurveda, adventure tourism, culinary experiences, and emerging sustainable and community-based tourism products. Through immersive destination branding and targeted promotional activities, Sri Lanka aims to position itself as a safe, sustainable, and year-round destination offering exceptional value and memorable experiences.

During the five-day exhibition, the Sri Lanka delegation participated in business-to-business (B2B) meetings, networking sessions, and destination presentations with international tour operators, travel agents, and industry stakeholders. These engagements are expected to strengthen existing partnerships, explore new collaborations, and generate increased interest in Sri Lanka as a preferred destination for European travelers.

The participation of 15 local travel trade partners highlights the strong public–private sector collaboration driving Sri Lanka’s tourism promotion efforts. It also reflects the industry’s collective commitment to rebuilding, diversifying, and sustaining tourism growth through strategic international exposure.

Europe continues to be a priority source market for Sri Lanka Tourism, with the Netherlands playing an important role due to its high-spending, experience-oriented traveler profile. Sri Lanka’s Participation in Vakantiebeurs Fair 2026 aligns with SLTPB’s broader destination marketing strategy to increase tourist arrivals, enhance brand visibility, and support sustainable tourism development in the years ahead.

Visitors going through the tourism attractions of Sri Lanka

Welcoming visitors to catch a glimpse of Sri Lanka

An interestred visitor recieving information

Distinguished guests at the Opening Ceremony

Promoting the destination

The attractive Sri Lanka stall

Traditional Sri Lankan sweetmeats served at the table