Sri Lanka unveils new sustainable tourism strategy to capture UK market at WTM 2024

Sri Lanka presented a fresh vision for its tourism industry at World Travel Market (WTM) 2024 in London, introducing an ambitious sustainability-driven strategy aimed at enhancing visitor engagement while preserving the island’s rich natural and cultural resources. 

With over 80 UK travel media representatives in attendance, the conference marked a strategic shift in how Sri Lanka plans to appeal to environmentally-conscious travellers and strengthen its connection with the UK market.

Sri Lanka Tourism Chairman Buddhika Hewawasam detailed the country’s focus on embedding sustainable practices across all promotional and marketing activities. 

Hewawasam noted that the approach reflects a commitment to safeguarding Sri Lanka’s scenic landscapes and unique cultural heritage, aiming to attract the visitors who value responsible tourism. This revamped strategy is expected to position Sri Lanka as a leader in eco-friendly travel, distinguishing it in a highly competitive tourism landscape.

Sri Lanka Tourism Director Marketing Dushan Wickramasuriya highlighted the impressive growth in the UK visitor numbers, with a 46 percent year-over-year increase. 

The UK remains a crucial market and Sri Lanka has developed a diverse array of experiences designed to appeal to the British travellers. These offerings include eco-tourism, wellness retreats, cultural tours and adventure activities, tailored to meet the preferences of the UK audience. 

This targeted approach aims to enhance Sri Lanka’s appeal as a top choice for British tourists seeking sustainable travel options, he said.

SriLankan Airlines and the Sri Lankan High Commission also shared plans to increase air connectivity and strengthen diplomatic and trade relations with the UK. With commitments to expand direct flights and improve travel accessibility, these efforts are expected to facilitate greater tourism flow and deepen ties between the two nations, reflecting a shared vision for growth in the UK market.

The conference also featured an update from Miguel Cunat, founder of the Pekoe Trail, one of Sri Lanka’s popular trekking routes. Cunat introduced the new adventure tourism offerings along this scenic trail, appealing to the travellers seeking immersive, active experiences in Sri Lanka’s diverse landscapes.

In appreciation of the UK media’s ongoing support, the event concluded with a raffle draw, awarding seven journalists with travel prizes, including flights and exclusive stay packages provided by SriLankan Airlines, Jetwing, Browns Hotels and other key hospitality partners. This gesture underscores the industry’s commitment to building excitement and awareness of Sri Lanka’s unique offerings. According to the Sri Lanka Tourism Promotion Bureau, the media response was highly positive, with the attendees expressing enthusiasm for promoting Sri Lanka’s sustainable tourism initiatives within the UK market.