Sri Lanka Tourism Featured in ‘Amazing Asia Festival 2025’ in Brussels

Sri Lanka Embassy in Belgium, in collaboration with the Sri Lanka Tourism Promotion Bureau, successfully participated in ‘Amazing Asia Festival 2025’ for the second time, which attracted more than 12,000 visitors. The event was organized on 15-17 August 2025 at the prestigious ‘Tour & Taxis’ in Brussels.

The Sri Lankan pavilion highlighted the island’s distinctive value proposition in the global tourism map, emphasizing its authenticity, diversity, and compactness. It featured vibrant tourism banners, engaging audiovisual presentations, brochures, maps, and handicrafts, complemented by a display of products from Sri Lanka’s small and medium-scale industries. The Embassy staff constantly engaged with the visitors to the pavilion for three-long days to convince Sri Lanka’s position in the global tourism map and served with world-renowned Ceylon tea.

Ms. Thavishya Mullegamgoda, the Minister (Commercial) of the Embassy, presented informative sessions providing visitors with deeper insights into Sri Lanka’s traditional and new tourism offerings, at the dedicated presentation corner during the festival.

The pavilion attracted strong interest from a diverse audience including many visitors who have Sri Lanka on their travel bucket list, as well as repeated travelers. Those who had previously visited the island, shared their positive experiences and expressed a keen interest in returning to explore new destinations in Sri Lanka. The stall further captured the attention of a wide range of prospective travelers, including families, long-haul holidaymakers, cultural and nature enthusiasts, and adventure seekers.

The Amazing Asia festival provided an excellent platform to strengthen Sri Lanka’s visibility not only in Brussels but also across wider regions of Belgium. As Brussels is a multicultural hub and home to key European Union institutions, the festival drew a highly international audience, including expatriates and residents representing many nationalities. The event also achieved notable digital reach, with active engagement on social media channels, further extending Sri Lanka’s promotional impact.