By: Staff Writer

November 10, Colombo (LNW): At the World Travel Market (WTM) 2024 in London, Sri Lanka unveiled an ambitious new vision for its tourism industry, centered on sustainability. The strategy aims to enhance engagement with visitors while safeguarding the island’s exceptional natural beauty and cultural heritage.

The event, which saw the participation of over 80 UK travel media professionals, marked a significant shift in Sri Lanka’s approach to attracting environmentally conscious tourists, while deepening its relationship with the UK market.

Buddhika Hewawasam, Chairman of Sri Lanka Tourism, outlined the country’s commitment to integrating sustainable practices into all aspects of its promotional and marketing efforts.

 He emphasized that this focus on sustainability reflects Sri Lanka’s dedication to preserving its scenic landscapes and unique cultural traditions, with the goal of attracting tourists who prioritize responsible travel.

This updated strategy is set to position Sri Lanka as a leader in eco-tourism, setting it apart in an increasingly competitive global tourism market.

Dushan Wickramasuriya, Director of Marketing at Sri Lanka Tourism, pointed to the significant 46 percent growth in UK visitor arrivals year-on-year, highlighting the UK as a vital market for the island nation.

 In response, Sri Lanka has curated a diverse range of experiences designed to appeal specifically to British tourists. These offerings include eco-tourism, wellness retreats, cultural exploration, and adventure tourism, all tailored to meet the preferences of UK travelers.

This targeted strategy aims to boost Sri Lanka’s appeal as a premier destination for British tourists who are seeking sustainable travel options, according to Wickramasuriya.

Additionally, SriLankan Airlines and the Sri Lankan High Commission shared plans to expand air connectivity with the UK, strengthen diplomatic and trade ties, and increase direct flight services.

These efforts are intended to make travel to Sri Lanka more accessible, ultimately supporting an increase in tourism and fostering stronger bilateral ties between the two countries.

During the conference, Miguel Cunat, the founder of the Pekoe Trail—one of Sri Lanka’s renowned trekking routes—introduced new adventure tourism options along the trail.

These initiatives target travelers seeking immersive, active experiences amidst Sri Lanka’s varied landscapes.

To show appreciation for the UK media’s ongoing support, the event concluded with a raffle draw, offering travel prizes, including flights and exclusive stays provided by SriLankan Airlines, Jetwing, Browns Hotels, and other key hospitality partners.

This gesture highlighted the tourism industry’s dedication to promoting Sri Lanka’s sustainable tourism initiatives.

The response from the media was overwhelmingly positive, with many expressing enthusiasm about promoting Sri Lanka’s eco-friendly travel options to the UK market, according to the Sri Lanka Tourism Promotion Bureau.