Sri Lanka Tourism flies high at Global Bird Fair in Rutland UK

• Highlights unique wildlife and nature tourism assets of the destination 

Sri Lanka Tourism made a significant impact with its presence at the Global Bird Fair 2024, held recently in Rutland, United Kingdom, underscoring the country’s commitment to promoting its unique wildlife and naturwe tourism assets. 

The event, a premier gathering for wildlife enthusiasts and conservationists worldwide, proved to be an ideal platform for Sri Lanka to showcase its diverse avifauna and unique natural habitats. Sri Lanka raved on its prestigious status of being one of the top 33 bio-diversity hot spots in the world, drawing the special attention of all visitors. 

During the fair, Sri Lanka Tourism showcased its rich biodiversity through immersive experiences, including wildlife safaris, wild glamping, nature trekking, hiking, guided birdwatching tours, awareness workshops, guest speaker sessions, and tailor-made nature excursions. These initiatives aimed to attract the niche segment of eco-tourists seeking authentic encounters with nature and wildlife.  

The Sri Lanka delegation consisted of nine specialised travel agents of the wildlife tour segment of the country and officials including Deputy High Commissioner in London Manorie Malliakaratchi and Sri Lanka Tourism Deputy Director Marketing Sarangi Thilakasena. They engaged with international stakeholders, birdwatchers, and wildlife enthusiasts to highlight the country’s unique offerings in wildlife tourism, its rich cultural heritage, stunning landscapes, adventure, relaxation, and diverse other experiences Sri Lanka has to offer to avid travellers. With over 340 species of birds, many of which are endemic to Sri Lanka, the delegation emphasised the island’s potential as a top destination for birdwatching and nature exploration at the show. 

On the second day of the show, Sri Lanka conducted an awareness session to over 120 wildlife and nature tourism professionals on the topic of “Sri Lanka’s Wildlife and Conservation in a Tourism Perspective” by Chandika Jayarathne, a veteran wildlife personality and a naturalist in Sri Lanka. Furthermore, Sri Lanka Tourism conducted an exclusive interview with Gehan De Silva Wijeyeratne, on “Promoting Sri Lanka as a sought-after wildlife destination and the role of tourism industry”. Gehan de Silva Wijeyeratne is one of Sri Lanka’s most high profile wildlife personalities, a celebrity wildlife writer, Nature explorer and has authored and photographed over 345 books and articles for national and international publishers on Sri Lankan biodiversity and travel.

Sri Lanka received many inquiries on the tour packages and specialised wildlife adventure tours during the three days of the show. The country’s representation at the show this year was appreciated by the travel agents and UK tour operators. They have highlighted that the Sri Lanka wildlife tours were previously marketed by other destinations as part of their tour packages, whereas now the travellers can directly book with the Sri Lankan agents and have the opportunity to obtain authentic information about the destination through them, which is a definite advantage. 

“Sri Lanka’s presence at the Global Bird Fair provided us with a fantastic opportunity to promote the country as a paradise for birdwatchers and wildlife enthusiasts to UK travellers,” said Amal Peiris, a trade representative who had been attending the show over 28 years as an individual agency of Sri Lanka. “Our participation at GBF has reinforced our commitment to sustainable tourism practices and conservation efforts, ensuring that our natural heritage remains preserved for future generations,” remarked Chandika Jayarathne, Wildlife Specialist, representing Jetwing Eco Holidays. 

Sri Lanka also entered into contracts with key media houses like BBC wildlife and Netflix to produce wildlife promotional documentaries in the upcoming months. Several Media FAM Tours had been finalised during the show involving key birdwatching magazines, wildlife and Nature Magazines and Adventure travel bloggers. 

The delegation of representatives had a fruitful discussion with the show organiser and agreed to hosting a Wildlife Festival in Sri Lanka in year 2026. This would be an event of over 100 exhibitors from around the world and includes some of the key tour leaders from the UK. Sri Lanka Tourism and the High Commission of Sri Lanka will come together to organise a Wildlife a Nature Tourism Conclave during WTM 2024. The event intends to create awareness and knowledge about Sri Lankan wildlife among the travel agents, tour operators and the media. All the above initiatives are aimed to keep the momentum created by the event going forward.

Sri Lanka’s wildlife and nature tourism segment continues to grow, driven by increasing global interest in eco-friendly travel and experiential tourism. The country’s diverse ecosystems, from lush rainforests to coastal wetlands, offer a haven for a wide range of wildlife, including elephants, leopards, and marine species that are of interest to the Wildlife and nature travellers around the world.

The wildlife and nature tourists are a niche segment; they are high spenders with longer duration of stay than a normal tourist. An average nature tourist spends more than 6,000 GBP for a tour with over 15-20 days stay minimum. More than 78% British travellers vising Sri Lanka will experience some form of wildlife and nature encounters during their stay in the country. This highlights the need to promote this segment extensively to the British travellers who have a special flair for nature and wildlife related travel experiences. 

In the future, Sri Lanka Tourism is focused on expanding its wildlife and nature tourism offerings through strategic partnerships, infrastructure development, Conservational initiatives and community engagement. By promoting responsible tourism practices and supporting conservation initiatives, Sri Lanka aims to position itself as a leading destination for sustainable wildlife experiences in Asia raising its profile on the global tourism stage.