Sri Lanka showcased its vibrant tourism potential at Italy’s premier international travel and tourism exhibition, TTG Travel Experience 2025, marking a powerful step in strengthening its presence in the European travel market.
The event, held from October 8 to 10 at the Rimini Expo Centre, brought together global tourism leaders and industry professionals. The Sri Lanka Tourism Promotion Bureau (SLTPB), working in collaboration with the Consulate General of Sri Lanka in Milan, spearheaded the country’s participation. With a carefully designed pavilion and strong industry representation, Sri Lanka made a lasting impression on Italian travel professionals and media alike.
The Sri Lankan delegation featured 24 Destination Management Companies (DMCs) that promoted the country’s diverse offerings, ranging from cultural and wellness tourism to wildlife, adventure and experiential travel. This collective push aimed to position Sri Lanka as a sustainable, high-value travel destination, highlighting the island’s ability to meet the evolving demands of Italian travellers seeking authentic and immersive experiences.
Italy has increasingly become one of Sri Lanka’s most important tourism markets. For the first three quarters of 2025, tourist arrivals from Italy surged by an impressive 33% compared to the same period in 2024. This figure significantly outpaced the overall growth of international tourist arrivals to Sri Lanka, which stood at 16.2% during the same timeframe. Such momentum underscores the importance of events like TTG 2025 in consolidating Sri Lanka’s brand and driving further growth.
The exhibition also provided an invaluable platform for networking and partnership-building. The Sri Lankan pavilion attracted heavy footfall, generating strong interest among Italian tour operators, travel agents and media outlets. Industry experts praised Sri Lanka’s focus on sustainable tourism and its efforts to promote itself not merely as a beach destination but as a country rich in culture, heritage, wellness retreats and adventure opportunities.
For Sri Lanka, the TTG Travel Experience was more than just a showcase; it was a reaffirmation of its long-term commitment to the Italian market. By strengthening B2B connections and securing visibility among influential travel professionals, Sri Lanka has positioned itself to capture a larger share of European travellers in the coming years.
With renewed global attention, strategic partnerships and steady growth in arrivals, Sri Lanka’s tourism industry continues to move towards recovery and expansion, setting the stage for a stronger performance in 2026.
