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