Sri Lanka Tourism to showcase new era of growth at WTM 2024 in London

Sri Lanka Tourism said yesterday it is all set to make a grand entry at the upcoming World Travel Market (WTM) 2024 in London, UK, as the country’s tourism industry is poised for promising growth and development. 

The largest-ever trade delegation will represent Sri Lanka at this year’s show, with a historical record number of over 100 travel agencies/tour operators/hoteliers from the travel industry. The participation underscores the country’s commitment to positioning itself as a premier travel destination for UK travellers amidst the renewed tourism strategy and new way forward. 

At WTM 2024, Sri Lanka will highlight its strategic roadmap for revitalising tourism, building on a remarkable 50% year-on-year growth rate experienced so far from the UK, the second largest source market for Sri Lanka. This arrival growth, which significantly surpasses the previous year’s performance, signals a very positive future for the island nation’s travel sector.



Sri Lanka’s participation in the WTM is especially significant this year, as it comes at a time of immense transformation for the country.

The new Government’s vision for tourism emphasises sustainable development, cultural enrichment, and eco-tourism, with a focus on harnessing the country’s diverse tourism assets and offerings. The Government’s commitment to ensuring ease of access to the destination through a seamless visa process and its pledge to further enhance Sri Lanka’s image as one of the safest and peaceful destinations for tourists will be key aspects highlighted this year. 

The Sri Lanka Tourism Pavilion is located at N12-210 at Asia Area of ExCeL Hall, London. It will host an array of industry stakeholders, including tour operators, travel agents, media representatives, diplomats, and travel trade associations and other stakeholders, all united in promoting the nation’s vibrant tourism offerings.

“The increasing appeal of Sri Lanka as a most sought-after travel destination with unique travel experiences will be the key highlight of this year’s show. At the WTM 2024, we aim to showcase not only our stunning landscape, but also a strong forward-thinking strategy that places sustainability and innovation at the forefront of our future growth,” said newly appointed Sri Lanka Tourism Promotion Bureau Chairman Buddhika Hewawasam.

Sri Lanka will conduct an official press conference on 6 November during the WTM in London, carrying immense significance for the nation’s tourism revival and strategic outreach. 

As one of the largest travel trade events in the world, the WTM offers Sri Lanka Tourism a prime platform to engage directly with leading UK and global travel trade media, ensuring that the country’s message reaches key industry influencers and potential travellers. The press conference is a unique opportunity to reaffirm the island’s appeal to UK travellers.

With the participation of prominent travel trade journalists and media outlets, Sri Lanka aims to generate high-impact visibility for its tourism products, initiatives, and long-term strategy.

With Sri Lanka gaining increasing attention in the global travel industry, this participation at the WTM 2024 marks a pivotal moment for the country as it continues to evolve and expand its tourism horizons. Visitors to the pavilion can expect insights into the future of Sri Lankan tourism, networking opportunities, and an immersive introduction to the island’s authentic travel experiences.

The WTM Travel Fair 2024 will take place from 5-7 November at ExCeL Hall, London, UK for the 44th year. The WTM expects to showcase around 50,000 visitors, 5,000 exhibitors, and over 4,000 tourism service providers, including tourism boards, hoteliers, transport brands, and tourism services during this year’s show.