Sri Lanka Tourism is participating in the annual International Tourismus Borse (ITB Berlin), which will begin at the Messe Berlin today, one of the largest exhibition venues in the world.

This year there will be a record 120 representatives consisting of top 60 travel agents and hoteliers, representing Sri Lanka at the event.

“The ITB Berlin will be an excellent opportunity to promote Sri Lanka as a compact destination filled with cultural and historical values. Sri Lanka has achieved a positive growth in the tourism sector,”Sri Lanka Tourism Promotion Bureau Chairman Paddy Withana said.

“Due to the peace and reconciliation process in Sri Lanka, there is a better and a safer environment for tourists to have a holiday experience of their choice. I’m sure this will be a great experience to all travel and tourism industry officials who will want to proceed further and take their fields to greater heights,’’he said.

In 2016, total number of arrivals was at 2,050,000 where it marked a 14 % increase. Tourist arrivals from Western Europe were reported as 643,333, which was a 16.5% increase compared to the same period last year. Germany recorded 133,275, tourist arrivals which was a 15% increase compared to the same period in the previous year.

The opening ceremony will take place with the ceremonial lighting of the traditional oil lamp today at 10 a.m.

This will be followed by a press conference on March 9, and over 60 foreign journalists are expected to attend the conference.

It is an annual event which takes place in March, where Sri Lanka has been a regular participant.

ITB is also one of the most important events in the international tourism calendar, and also the world’s largest tourism trade fair.

Source : http://dailynews.lk/2017/03/08/business/109728/sri-lanka-showcase-new-productshotels-itb-berlin