The Sri Lanka Tourism Promotion Bureau (SLTPB) has unveiled a new growth strategy at the Arabian Travel Market (ATM), targeting 3 million international tourists within the next 12 months.
Presenting its renewed
vision to trade partners, Sri Lanka is focusing on strengthening ties across
the UAE, the broader GCC, and other international markets, anchored by the
brand slogan “Sri Lanka: You’ll Come Back for More.”
With Sri Lanka
positioned as a versatile year-round destination, officials say the island’s
compact geography allows travellers to combine experiences, from coastlines and
cultural sites to wildlife, wellness retreats, and outdoor activities, within a
single trip.
Air connectivity is
also central to the plan, supported by eight daily direct flights from the UAE
and eight daily flights connecting the wider GCC to Sri Lanka, offering more
options for families, business travellers, and luxury visitors.
Dr Arusha Cooray,
Ambassador of Sri Lanka to the UAE, said: "The relationship between Sri
Lanka and the United Arab Emirates continues to grow stronger across all
sectors, with tourism standing at the forefront of our bilateral cooperation.
As Sri Lanka sets an ambitious goal of welcoming 3 million tourists over the
coming year, our diplomatic presence in the UAE is committed to facilitating
stronger trade linkages, promoting travel, and ensuring that Sri Lanka remains
a preferred destination for residents and global travellers originating from
the Gulf region."
Alexi Gunasekera,
Consul General of Sri Lanka in Dubai, highlighted ATM’s importance as a direct
marketing platform for the Middle East: "The Arabian Travel Market
provides an exceptional platform for Sri Lanka to demonstrate its travel
landscape directly to the Middle Eastern market. With direct connections from
major GCC hubs, Sri Lanka offers an easily accessible getaway. We are actively
working with travel agents, tour operators, and media across the region to
showcase our diverse travel portfolio, ensuring that visitors from the Gulf
receive unmatched hospitality and customized experiences that are beyond their
dreams."
SLTPB Deputy Managing
Director Chamila Jayarathna described the bureau’s participation as a
step-change in global marketing, stating: "Our participation at ATM marks
a transformative step in our global marketing strategy. Guided by our brand
promise, 'Sri Lanka: You’ll Come Back for More,' we are highlighting our
emerging destinations and expanding our travel portfolio. From luxury retreats
and wellness centres to specialised MICE infrastructure and cruise travel, Sri
Lanka is fully prepared to cater to the evolving preferences of modern global
travellers while strengthening our partnerships across the GCC."
To reach the 3 million
target, Sri Lanka is expanding its destination offering across key segments,
including wellness tourism (including Ayurvedic, yoga, and holistic healing
stays), wedding and celebration travel, MICE infrastructure, and cruise tourism.
The strategy also includes growth in luxury accommodations, supported by the opening of eight new five-star resorts and additional boutique luxury properties, aimed at delivering high-end amenities alongside Sri Lanka’s hospitality. -TradeArabia News Service