Sri Lanka is placing greater emphasis on wellness, wildlife and experiential tourism as it seeks to attract more travellers from the Middle East, using its participation at Arabian Travel Market (ATM) 2026 in Dubai to showcase the island as a diverse, year-round destination.

The Sri Lanka Tourism Promotion Bureau (SLTPB), together with 58 representatives from the country’s travel and tourism industry, presented a range of tourism experiences to international buyers, travel professionals and industry stakeholders during the four-day event.

The Sri Lanka delegation promoted the country’s wellness offerings, wildlife experiences, cultural heritage, beaches and scenic landscapes. The strategy reflects efforts to expand Sri Lanka’s tourism proposition beyond its traditional beach-focused image and highlight the variety of experiences available across the island.

The participation at ATM also provided an opportunity for Sri Lankan tourism businesses to strengthen relationships with travel trade representatives from the Middle East and explore opportunities to increase visitor arrivals from the region.

The SLTPB conducted a dedicated press conference during the event and engaged with international and regional media to promote Sri Lanka’s tourism products, emerging market opportunities and initiatives aimed at strengthening the country’s position in the Middle Eastern market.

Connectivity and international partnerships were also highlighted during the event. The tourism campaign was supported by new memoranda of understanding with Emirates and Qatar Airways. The agreements are expected to support destination promotion and improve Sri Lanka’s access to key international markets through the extensive networks of the two Gulf-based airlines.

The Sri Lankan pavilion at ATM 2026 was inaugurated by Ambassador to the United Arab Emirates Professor Arusha Cooray, Consul General in Dubai Alexi Gunasekera and SLTPB Deputy Managing Director Chamila Jayarathna.

ATM 2026 was held from September 14 to 17 at the Dubai World Trade Centre, bringing together tourism authorities, airlines, travel professionals, buyers and other industry stakeholders from international markets.

Held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology,” the event provided a platform for destinations and tourism businesses to present emerging travel trends and build international partnerships.

Sri Lanka’s focus on wellness, wildlife, cultural and experiential tourism at the event reflects its broader effort to diversify its tourism offering and strengthen engagement with Middle Eastern travellers throughout the year.