Sri Lanka captured the spotlight as a top-tier travel destination at the ULT Travel Expo held at the Alwis, Park Hotel, Luxembourg. The Embassy of Sri Lanka in Brussels, in collaboration with leading Sri Lankan travel companies Jetwin Travels (Pvt) Ltd. and Walkers Tours Ltd., showcased the island’s unique offerings to an enthusiastic audience.
Luxembourg, which currently has the second highest nominal GDP per capita in the world, is a major market for outbound tourism. Luxembourg tourists are known for their high average spending, making them an attractive demographic for global destinations. This is further reinforced by their strong spending power and keen interest in exploring new destinations.
The ULT travel fair, organised by the Union Luxemboireoise du Tourisme (ULT), served as a unique platform for tourists to discover some of the world’s most unusual destinations. The event attracted a large number of visitors, many of whom were actively planning their holidays for 2025 and 2026.
The Sri Lankan fair stood out with its vibrant displays, which included images, videos, brochures and maps highlighting the country’s rich culture, stunning natural beauty, diverse wildlife and immersive travel experiences. Sri Lanka was showcased as an attractive long-haul destination, highlighting its unique appeal to the Luxembourg market.
To further enhance the experience, participants were treated to a cup of authentic Ceylon tea and given a packet of Ceylon cinnamon as a souvenir, reflecting Sri Lanka’s renowned hospitality.
Sri Lanka’s successful participation in the ULT travel fair helped to capture the attention of not only Luxembourg tourists but also neighboring countries such as Belgium, Germany, the Netherlands and France. By directly engaging with an active and diverse audience, Sri Lanka solidified its position as a leading travel destination in the European market.
