Sri Lanka is targeting 4mn-5mn international arrivals by 2030 and will pitch its new five-year tourism strategy at WTM London, its promotion bureau said on October 27.
The island arrives at the show with more seats from its biggest European source market. British Airways launched a seasonal Gatwick-Colombo service on October 23, operating three times a week through the winter, and Sri Lanka Tourism said accommodation is growing to match, with the number of establishments up about 12% since 2025 and room capacity up 11.6%.
“The launch of British Airways’ new direct Gatwick-Colombo service is a timely boost for Sri Lanka and for our UK travel trade partners,” said Buddhika Hewawasam, chairman of the Sri Lanka Tourism Promotion Bureau.
New villas, boutique hotels and eco-lodges are opening in Galle, along the southern coast, in the hill country around Ella and near Yala, as well as in emerging areas such as Kalpitiya. Multi-property operators such as Aahaasa Collection are building itineraries across them.
On August 31, Sri Lanka Tourism launched a National Tourism Strategic Planning Consultancy for 2026-2031 and a road map for its global promotion. Seniors, families and young professionals are its priority UK audiences.
The tourism authorities have also introduced Adventure Plus, a 30-day insurance product costing $8 for visitors who surf, hike, dive, cycle or take part in wildlife activities, sold through authorised tour agents and activity centres.
Deputy Minister of Tourism Ruwan Ranasinghe will open the country’s stand, N11-220, on November 3. A press conference on November 4 will include SriLankan Airlines, the Hotels Association of Sri Lanka and the inbound operators’ association SLAITO, followed by a London edition of the Ceylon Literary & Arts Festival. WTM London runs at ExCeL from November 3-5, with sessions on high-growth outbound markets on the Trends Stage.
The Sri Lanka Tourism Promotion Bureau is the government agency responsible for marketing the country as a destination abroad.
