Sri Lanka highlights new era of sustainable tourism growth at WTM 2024

Saturday, 9 November 2024 00:41 - - {{hitsCtrl.values.hits}}

Sri Lanka Tourism successfully hosted an influential press conference at WTM 2024, drawing the attention of over 84 leading UK travel media outlets who participated at the event this year. This high-profile event, attended by top media figures and travel influencers, marked a significant milestone for Sri Lanka’s tourism sector as it introduced a bold, sustainability-focused strategy aimed at rejuvenating and elevating the country’s tourism offerings.

Sri Lanka Tourism Chairman Buddhika Hewawasam, outlined Sri Lanka’s new strategic direction, emphasising the sustainable tourism practices across all trade and consumer marketing and promotional initiatives. He shared that this approach would be foundational in Sri Lanka’s renewed efforts to attract and inspire eco-conscious travellers while preserving the natural and cultural beauty of the island.

In his remarks, Marketing Director Dushan Wickramasuriyahighlighted the UK market’s importance in driving growth for Sri Lankan tourism, with the UK currently seeing an impressive 46% year-over-year increase in arrivals. He spoke on the array of tourism products tailored to UK travellers, including unique cultural experiences, eco-tourism, adventure activities, and wellness retreats, designed to enhance Sri Lanka’s appeal to this crucial market.

Sri Lankan Airlines and the Sri Lankan High Commission contributed insights into enhancing air connectivity and bolstering diplomatic and trade relations between the two nations. Their joint commitment to expanding direct flights, connectivity and fostering stronger UK-Sri Lanka tourism links reflects a shared vision for long-term development in the UK market.

Notably, Miguel Cunat, founder of the acclaimed Pekoe Trail, shared updates on the latest developments along this scenic route and unveiled new adventure tourism products in the pipeline, designed to captivate and challenge avid travellers seeking immersive experiences in Sri Lanka’s breath-taking landscapes.

As a gesture of appreciation for the UK media’s support, a raffle draw concluded the press conference, awarding seven lucky journalists with enticing travel prizes, including free flights and exclusive stay packages from notable hospitality partners like Sri Lankan Airlines, Intrepid DMC, Mandara Hotels, Madulkelle Tea and Eco Lodge, Thema Collection, Jetwing, Browns Hotels, Fort Hotels, Rosyth Estate, and TukTuk Rental Sri Lanka. These contributions underscore the industry’s commitment to building excitement around Sri Lanka’s offerings.

The media response was overwhelmingly positive, with attendees expressing a strong commitment to showcasing Sri Lanka’s sustainable tourism narrative in the UK media landscape. This successful engagement signals a promising future for Sri Lanka’s renewed tourism strategy, paving the way for greater visibility and growth in the UK market.