Sri Lanka is placing greater emphasis on wellness, wildlife and experiential tourism as it seeks to attract more travellers from the Middle East, using its participation at Arabian Travel Market (ATM) 2026 to showcase the island as a destination that offers much more than its traditional beach tourism.
The Sri Lanka Tourism Promotion Bureau (SLTPB), together with 58 representatives from the country’s travel and tourism industry, presented a diverse range of experiences to international buyers and travel professionals during the four-day event in Dubai. The showcase included Sri Lanka’s wellness offerings, wildlife experiences, cultural heritage, beaches and scenic landscapes.
The participation formed part of Sri Lanka’s broader efforts to strengthen engagement with the Middle Eastern travel trade and position the country as a diverse, year-round destination for travellers from the region. By highlighting experiences across different tourism segments, Sri Lanka sought to demonstrate the range of attractions available beyond its established coastal offerings.
During the event, the SLTPB also conducted a dedicated press conference and engaged with international and regional media representatives to promote Sri Lanka’s tourism products, emerging market opportunities and initiatives aimed at strengthening the destination’s presence in the Middle East.
The country’s participation was further supported by new memoranda of understanding signed with Emirates and Qatar Airways. The agreements are expected to support destination promotion and strengthen Sri Lanka’s access to key international markets through the extensive networks of the two Gulf-based carriers.
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 was held from September 14 to 17 at the Dubai World Trade Centre, bringing together tourism authorities, airlines, travel professionals, buyers and other industry stakeholders from across international markets.
Held under the theme ‘Travel 2040: Driving New Frontiers Through Innovation and Technology’, the event provided a platform for destinations and tourism businesses to explore emerging trends, strengthen industry partnerships and connect with potential travellers and international tourism markets.
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