Sri Lanka pitches wellness and wildlife tourism to Middle Eastern market
Daily Mirror: Sri Lanka is sharpening its focus on wellness, wildlife and experiential tourism to attract more travellers from the Middle East, using its participation at the Arabian Travel Market (ATM) 2026, to promote the island beyond its traditional beach offering.
The Sri Lanka Tourism Promotion Bureau (SLTPB), together with 58 representatives from the local travel and tourism industry, showcased the country’s wellness experiences, wildlife, cultural heritage, beaches and scenic landscapes to international buyers and travel professionals at the four-day event in Dubai.
The participation formed part of Sri Lanka’s efforts to deepen engagement with the Middle Eastern travel trade and position the country as a diverse, year-round destination for regional travellers.
The SLTPB also held a dedicated press conference and engaged with international and regional media to highlight its tourism products, emerging market opportunities and initiatives aimed at strengthening the country’s appeal in the Middle East.
The campaign was supported by new memoranda of understanding with Emirates and Qatar Airways. The agreements are expected to facilitate destination promotion and strengthen Sri Lanka’s access to key international markets through the Gulf carriers’ networks.
The Sri Lanka pavilion was inaugurated by Ambassador to the United Arab Emirates Professor Arusha Cooray, Consul General in Dubai Alexi Gunasekera and SLTPB Deputy Managing Director Chamila Jayarathna.
ATM 2026, held last month at the Dubai World Trade Centre, brought together tourism authorities, airlines, travel professionals, buyers and other industry stakeholders.
OSL take:
Sri Lanka’s steadily expanding tourism industry is creating new business/investment opportunities for foreign businesses/investors as the country moves beyond its traditional beach offering and develops a wider range of experiences for international travellers. The growing focus on wellness, wildlife, adventure, cultural, culinary and experiential tourism is creating opportunities across hotels, resorts, eco-lodges, wellness retreats, tour services and specialised travel experiences. The Middle Eastern market, in particular, is emerging as an important area for destination promotion and private-sector investment. Foreign businesses/investors could also explore opportunities in boutique and luxury accommodation, sustainable tourism, health and wellness facilities, wildlife experiences, marine tourism and tourism technology, alongside supporting sectors such as transport, entertainment and hospitality services. Improved international connectivity, including partnerships with major Gulf airlines, could further support the expansion of these tourism concepts and help businesses reach new visitor markets. As Sri Lanka seeks to position itself as a diverse, year-round destination, the tourism sector is increasingly offering businesses/investors opportunities to develop specialised products rather than relying solely on conventional beach tourism.
| Article Code : | VBS/AT/20261002Z_3 |