The embassies of Sri Lanka, the Maldives and Bhutan came together yesterday to highlight their countries’ tourism potential and shared commitment to sustainability during a joint promotional event titled The Enchanting Trio, held at De Warande in Brussels.
The event, which drew diplomats, EU officials, media and tourism professionals, was organised under the theme of promoting responsible and sustainable tourism while offering a window into the rich cultures and landscapes of these three South Asian nations.
EU reaffirms support for sustainable tourism
Paola Pampaloni, Deputy Managing Director for Asia-Pacific at the European External Action Service (EEAS), served as guest of honour. In her address, she underlined the European Union’s longstanding partnership with Sri Lanka, the Maldives and Bhutan, particularly in fostering sustainable tourism.
“Tourism is more than an economic activity, it is a bridge between cultures, a tool for development, and a powerful driver for sustainability and peace,” she said. Pampaloni highlighted how the tourism models of all three countries align with the EU’s Green Deal and biodiversity protection goals.
Sri Lanka: A destination of beauty, culture and safety
Representing Sri Lanka, Chandana Weerasena, Ambassador of Sri Lanka to the EU, invited the audience to rediscover his country’s breathtaking natural beauty, cultural heritage and eco-conscious travel opportunities.
“Sri Lanka is one of the safest countries to visit today,” he noted. “It offers visitors not only world-class beaches, ancient cities and lush landscapes, but also pioneering initiatives in sustainable tourism.” He emphasised the country’s new hiking trails, which have attracted international attention, as well as its appeal to honeymooners, families and adventure seekers alike.
Bhutan: Tourism guided by Gross National Happiness
Tshoki Choden, Ambassador of Bhutan to the EU, transported guests to the serene Himalayan kingdom, describing the dramatic descent into Bhutan’s Paro Airport and the profound stillness that greets visitors upon arrival.
Choden highlighted Bhutan’s unique development philosophy of Gross National Happiness, which places environmental conservation, cultural preservation and social well-being at the heart of policy-making. “Bhutan is not just a place, it is a way of life,” she said, adding that tourism in Bhutan is carefully managed to protect the country’s pristine environment and spiritual heritage.
Maldives: Balancing tourism growth and environmental stewardship
The Maldives was represented by Geela Ali, Ambassador of the Maldives to the EU, who spoke about the island nation’s iconic turquoise waters, thriving marine biodiversity and ambitious environmental policies.
“The Maldives is more than just picture-perfect beaches,” she explained. “We are deeply committed to sustainable tourism that empowers local communities and protects fragile ecosystems.” Ali stressed the importance of public-private partnerships and inclusive growth, ensuring that tourism benefits all Maldivians.
Tourism as a tool for unity and resilience
As the global tourism sector continues to rebuild, The Enchanting Trio underscored the importance of fostering tourism that not only drives economic growth but also safeguards culture, biodiversity and community resilience. The European Union reaffirmed its commitment to supporting such efforts, particularly in the areas of green transition, climate-smart infrastructure and biodiversity conservation.
In an increasingly divided world, the event offered a timely reminder that tourism, when done responsibly, can bring people and cultures together while protecting the planet for generations to come.
