SRI LANKA TARGETS 3 MILLION TOURIST ARRIVALS AS IT UNVEILS RENEWED VISION AT ARABIAN TRAVEL MARKET

Island nation highlights year-round appeal and diverse experiences for Middle East holidaymakers

SEPTEMBER 2026, DUBAI, UNITED ARAB EMIRATES – The Sri Lanka Tourism Promotion Bureau (SLTPB) has unveiled an ambitious growth strategy at the Arabian Travel Market (ATM), setting its sights on welcoming 3 million international tourists within the next 12 months.

Unveiling its renewed tourism vision at the region’s largest travel trade event, Sri Lanka is placing special focus on deepening partnerships across the UAE, the broader GCC, and international markets. Front and centre of this campaign is the country’s brand slogan, “Sri Lanka: You’ll Come Back for More,” which captures the timeless appeal and rich variety of experiences available across the island.

As a versatile, year-round destination, Sri Lanka offers travellers exceptional convenience alongside diverse attractions. Due to the compact nature of the island, travellers can effortlessly journey from sun-drenched coastlines and rich cultural monuments to wildlife reserves, holistic retreats, and thrilling outdoor activities all within a single trip.

Air connectivity between the Middle East and Sri Lanka continues to serve as a vital pillar for achieving these target numbers. Currently, travellers benefit from eight daily direct flights operating from the UAE to Sri Lanka, alongside a total of eight daily flights connecting the wider GCC region to the island, ensuring flexible options for families, luxury seekers, and business travellers alike.

Commenting on the diplomatic and bilateral relations driving travel growth, H.E. Dr. Arusha Cooray, Ambassador of Sri Lanka to the UAE, stated:

“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, emphasised the strategic significance of the regional market:

“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.”  

Highlighting the Bureau’s core strategic pillars, Chamila Jayarathna, Deputy Managing Director of the Sri Lanka Tourism Promotion Bureau, said:

“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.”

Diversifying the Destination Portfolio

To support its target of 3 million arrivals, Sri Lanka Tourism is strengthening its portfolio across several key tourism sectors designed to attract high-value, niche travellers:

·       Wellness Tourism: Capitalising on recent international recognition, including being named the No. 1 Trending Wellness Destination for 2026 by BookRetreats, Sri Lanka is expanding its traditional Ayurvedic retreats, yoga centres, and holistic healing sanctuaries.

·       Wedding & Celebration Destination: With scenic tropical landscapes, heritage properties, and luxury beachfront venues, the island is expanding its market presence as a premier location for destination weddings and celebratory travel.

·       MICE Infrastructure: The country is enhancing its Meetings, Incentives, Conferences, and Exhibitions (MICE) capacity, offering state-of-the-art facilities paired with leisure experiences for corporate groups.

·       Cruise Tourism: Sri Lanka is expanding port facilities and onshore excursion offerings in Colombo, Galle, and Trincomalee to welcome a growing number of international cruise lines navigating Indian Ocean routes.

·       Expanded Luxury Accommodations: The island’s luxury segment is growing significantly, supported by the opening of eight new five-star resorts and boutique luxury properties that provide world-class amenities alongside authentic Sri Lankan hospitality.

Visit Sri Lanka at ATM

The Sri Lanka Tourism Promotion Bureau invites travel trade professionals, media representatives, and industry partners to visit the Sri Lanka Pavilion located at Stand AS8410 in the Asia Hall (Hall 06) during Arabian Travel Market. Attendees can meet with destination representatives, explore tailored travel packages, and discuss strategic business partnerships.