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Merge 104.8 | 16 September 2026
The Sri Lanka Tourism Promotion Bureau (SLTPB) has unveiled a new growth strategy at Arabian Travel Market (ATM), targeting 3 million international tourist arrivals over the next 12 months, with the UAE and wider GCC among its key markets.
Under its brand promise, “Sri Lanka: You’ll Come Back for More,” Sri Lanka is promoting its diverse year-round offering, from beaches and cultural heritage to wildlife, wellness and adventure.
Air connectivity remains central to the strategy, with eight daily direct flights from the UAE and eight daily connections from across the GCC, providing convenient access for leisure and business travellers.
H.E. Dr. Arusha Cooray, Ambassador of Sri Lanka to the UAE, said the country’s diplomatic presence is committed to strengthening trade and travel links with the Gulf and supporting Sri Lanka’s tourism ambitions.
SLTPB Deputy Managing Director Chamila Jayarathna said ATM marks an important step in the bureau’s global marketing strategy, with a focus on emerging destinations and expanding sectors including luxury, wellness, MICE and cruise tourism.
Sri Lanka is also strengthening its high-value tourism offering through expanded Ayurveda and wellness experiences, destination weddings, MICE facilities, cruise infrastructure and luxury accommodation, including eight new five-star and boutique properties.
The Sri Lanka Tourism Promotion Bureau is exhibiting at Stand AS8410, Asia Hall (Hall 08) at ATM, where travel trade professionals and media can meet destination representatives and explore partnership opportunities.
