Sri Lanka Tourism is gearing up for a grand showcase at the World Travel Market (WTM) 2024 in London, reflecting the country’s renewed commitment to becoming a top travel destination. The event will see the largest-ever trade delegation from Sri Lanka, with over 100 travel agencies, tour operators, and hoteliers participating, marking a significant moment for the nation’s tourism industry.
The island nation’s tourism sector has experienced impressive growth, with arrivals from the UK increasing by 50% year-on-year. As the second-largest source market for Sri Lanka, the UK plays a key role in the country’s tourism revival strategy, which will be a central theme at WTM 2024.
This year’s participation comes at a time of transformation for Sri Lanka, driven by a new government vision emphasizing sustainable tourism, cultural enrichment, and eco-tourism. The government is focusing on enhancing accessibility through a streamlined visa process, while promoting the country as a safe and peaceful destination.
The Sri Lanka Tourism Pavilion, located at N12-210 in the Asia Area of ExCeL Hall, London, will bring together tour operators, travel agents, media representatives, diplomats, and industry stakeholders, all working to promote Sri Lanka’s unique travel offerings. The pavilion will showcase Sri Lanka’s stunning landscapes, diverse culture, and innovative tourism strategies, with a strong focus on sustainability and long-term growth.
Buddhika Hewawasam, the newly appointed Chairman of the Sri Lanka Tourism Promotion Bureau, emphasized that WTM 2024 will highlight Sri Lanka as a highly sought-after travel destination, offering unique experiences that combine natural beauty with forward-thinking tourism strategies.
A key moment for Sri Lanka at the WTM will be its official press conference on November 6, where the country will outline its tourism revival strategy to global travel trade media. This platform will enable Sri Lanka to engage directly with leading UK and global influencers, boosting visibility for its tourism products and initiatives.
The WTM Travel Fair, which runs from November 5-7 at ExCeL Hall in London, is one of the largest travel trade events in the world, attracting around 50,000 visitors, 5,000 exhibitors, and over 4,000 tourism service providers. Sri Lanka’s participation in this high-profile event marks a critical step in expanding its global tourism horizons and reinforcing its position as a leading travel destination.