Sri Lanka Tourism Shines at Amazing Asia Festival 2025 in Brussels

Sri Lanka made a vibrant return to the Amazing Asia Festival 2025 in Brussels, held from August 15–17 at the prestigious Tour & Taxis venue. Marking its second consecutive appearance, the island nation drew significant attention from over 12,000 visitors, showcasing its unique blend of culture, nature, adventure, and sustainability.

Pavilion Showcases Sri Lanka’s Diversity

The Sri Lankan Embassy in Belgium and the Sri Lanka Tourism Promotion Bureau (SLTPB) collaborated to create an immersive pavilion, highlighting the country’s pristine beaches, lush rainforests, UNESCO heritage cities such as Anuradhapura and Sigiriya, and vibrant traditional crafts.

Visitors also explored locally-made products—from textiles to woodwork—representing the country’s commitment to sustainability and authentic cultural experiences.

Engaging with Visitors

Guests were welcomed with the aroma of Ceylon Tea, offered by embassy staff as they shared insights into Sri Lanka’s tea culture. Many visitors reminisced about past trips, while others expressed eagerness to discover emerging sectors such as eco-tourism, adventure tourism, and wellness retreats.

Informative Sessions

Thavishya Mullegamgoda, Minister (Commercial) at the Sri Lankan Embassy, delivered engaging sessions on Sri Lanka’s Buddhist heritage, wildlife safaris, beaches, and wellness tourism. His talks emphasized the nation’s sustainable tourism practices—crucial for balancing growth with conservation.

Boosting Visibility in Europe

Brussels, as a key EU hub, provided Sri Lanka with access to a multicultural audience. Beyond the 12,000 physical attendees, the festival’s social media reach amplified Sri Lanka’s tourism presence across Europe and the Middle East.

The event strategically aligns with Sri Lanka’s broader goal of strengthening its foothold in the European tourism market, following its successful showcase earlier this year at Vakantie Expo in Antwerp.

Sri Lanka’s Tourism Future

By blending cultural preservation with modern travel experiences, Sri Lanka continues to establish itself as a premier global destination. Participation in international festivals like Amazing Asia reinforces the island’s reputation while attracting new waves of travelers eager for authentic and sustainable adventures.