Sri Lanka Promotes Unique Travel Experiences At Holiday Expo Gent 2025 In Belgium, Drawing Attention From Netherlands, Luxembourg, Germany, And France

Published on December 11, 2025

Sri Lanka took center stage at the Holiday Expo Gent 2025 in Belgium, promoting its unique and diverse travel experiences to a wide European audience. The event, which attracted travelers from across Belgium, the Netherlands, Luxembourg, Germany, and France, provided Sri Lanka with a key platform to showcase its rich cultural heritage, adventure tourism, wildlife, and natural beauty. With more Belgian and European travelers seeking new destinations, Sri Lanka’s presence at the expo was a strategic effort to capture the growing interest in its wide array of experiences, from serene beach getaways to thrilling safaris and vibrant cultural tours.

The Sri Lanka Embassy in Belgium, in collaboration with the Sri Lanka Tourism Promotion Bureau, participated in the Holiday Expo Gent held from November 28 to December 1, 2025, at Flanders Expo in Belgium. This marks the second consecutive year of their involvement in the event, an initiative that continues to strengthen Sri Lanka’s position as a top travel destination in the Belgian market.

The Holiday Expo Gent, one of Belgium’s most significant travel exhibitions, attracted over 30,000 visitors, drawing travelers from across the region. It served as a major business-to-consumer (B2C) platform, offering direct engagement between tourism professionals and Belgian travelers who are planning their vacations. For Sri Lanka, this event was a golden opportunity to reach potential tourists, provide information about the country’s diverse travel offerings, and showcase its attractions to a broader audience.

Although Sri Lanka was grappling with the aftermath of a devastating cyclone during the event, the Embassy and Sri Lanka Tourism Promotion Bureau took proactive measures to ensure that Belgian travelers understood the country was still open and safe for tourism. The Embassy representatives emphasized the message that Sri Lanka, despite its challenges, was a welcoming destination and was eager to recover and rebuild with the support of tourism. The Embassy made a concerted effort to assure travelers that their visits would be welcomed with open arms, and they strongly encouraged Belgian travelers not to cancel their trips during the critical peak travel season.

This year’s Holiday Expo Gent ran concurrently with the Countryside Lifestyle Exhibition, broadening its reach and ensuring a wider demographic of visitors. The combination of these two events allowed Sri Lanka to interact with a diverse range of travelers, including families, youth, adventure enthusiasts, culture lovers, and affluent visitors. The exhibitions attracted not only locals from Belgium but also visitors from neighboring countries, including the Netherlands, Luxembourg, Germany, and France, all of whom were eager to explore vacation opportunities. This expanded audience helped reinforce Sri Lanka’s visibility and potential as an ideal destination for various types of travel.

For many visitors, the Expo was a chance to get firsthand information from Embassy representatives on the many unique experiences Sri Lanka has to offer. With 2026 in mind, many Belgian travelers were already looking ahead to future vacations, and the Sri Lanka stand became a key stop for those interested in exploring the island’s diverse tourism offerings. From cultural heritage tours to adventure activities, wildlife exploration, and more, visitors were able to gain insights into a wide range of vacation experiences available across the country.

The Expo not only attracted those who were planning their first visit but also many returning travelers who had visited Sri Lanka previously and were eager to come back. These visitors shared their fond memories of the country, highlighting their past experiences and expressing strong interest in exploring new regions of Sri Lanka. Many mentioned that they had enjoyed their previous trips so much that they wanted to return to discover parts of the island they had not yet seen. These personal testimonials served as a powerful endorsement for Sri Lanka, encouraging others to visit the country and consider it for their future travels.

One of the key attractions at the Sri Lanka stand was the opportunity to engage with travelers about the variety of tourism experiences the country offers. While long-haul vacations and family holidays were top interests, there was also significant interest in Sri Lanka’s culinary tourism, where travelers could discover the island’s rich food culture. Wildlife and nature exploration, including safaris and visits to national parks, were particularly appealing to those looking to experience Sri Lanka’s biodiversity. Additionally, cultural heritage tours, which offer a deeper dive into Sri Lanka’s ancient history and traditions, drew attention from those interested in learning about the island’s rich past. The country’s vibrant festivals, historic sites, and temples were also top considerations for many potential visitors.

Sri Lanka’s participation in the Holiday Expo Gent provided valuable networking opportunities within the Belgian travel industry. The exposure helped strengthen Sri Lanka’s brand presence in Belgium and the surrounding countries, positioning the island as a prime destination for tourists seeking a diverse range of experiences. The Embassy’s representatives were able to network with Belgian travel agents, tour operators, and other professionals in the industry, opening doors to potential partnerships and collaborations that could further drive Belgian tourism to Sri Lanka.

Moreover, the Expo was an excellent opportunity to connect with travelers from other European countries, broadening Sri Lanka’s reach and raising awareness about the island’s tourism potential. By attracting visitors from the Netherlands, Luxembourg, Germany, and France, Sri Lanka was able to widen its appeal across the European market and position itself as a must-visit destination for travelers within the region.

The success of Sri Lanka’s participation in the Holiday Expo Gent highlights the island’s resilience and commitment to regaining its position as a leading global tourist destination. Despite the challenges the country faced in the wake of a natural disaster, the Embassy’s efforts in promoting Sri Lanka’s tourism prospects were fruitful, as evidenced by the strong interest from Belgian and European travelers. Looking ahead to 2026, the Sri Lanka Tourism Promotion Bureau will likely continue its efforts to capitalize on such exhibitions, building on the momentum created at the Holiday Expo Gent to drive future tourism to the island.

Sri Lanka showcased its diverse travel experiences at the Holiday Expo Gent 2025 in Belgium, capturing the attention of travelers from Belgium, the Netherlands, Luxembourg, Germany, and France. The event highlighted Sri Lanka’s rich cultural heritage, adventure tourism, and natural beauty, positioning the island as a top destination for European visitors.

the Sri Lanka Embassy in Belgium and the Sri Lanka Tourism Promotion Bureau’s involvement in the Holiday Expo Gent 2025 was a resounding success. It not only showcased the country’s diverse tourism offerings but also reassured travelers that Sri Lanka remains a safe and vibrant destination. The event proved to be an essential platform for connecting with both returning and first-time visitors, reinforcing Sri Lanka’s position as an exciting and attractive travel destination for Belgian and European travelers.