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Sri Lanka is targeting 3 million international tourists over the next 12 months as the country works to expand its tourism economy and attract visitors across a wider range of travel segments. The strategy places greater emphasis on increasing the value generated from tourism alongside visitor arrivals, with a focus on experiences such as wellness, luxury travel, destination weddings, business events and cruises.
The tourism strategy was presented by the Sri Lanka Tourism Promotion Bureau (SLTPB) at the Arabian Travel Market in Dubai. The country is seeking to strengthen its connections with the United Arab Emirates, the wider Gulf Cooperation Council (GCC) region and other international markets. Sri Lanka is promoting itself as a year-round destination where travellers can combine beaches, cultural attractions, wildlife, wellness and outdoor activities within a single trip.
Air connectivity is an important part of the strategy. Sri Lanka currently has eight daily direct flights from the UAE and eight daily flights connecting the wider GCC region with the country, providing access for leisure travellers, families, business visitors and higher-value tourism segments.
Dr Arusha Cooray, Ambassador of Sri Lanka to the UAE, said, “As Sri Lanka sets an ambitious goal of welcoming 3 million tourists over the coming year, our diplomatic presence in the UAE is committed to facilitating stronger trade linkages, promoting travel, and ensuring that Sri Lanka remains a preferred destination for residents and global travellers originating from the Gulf region.”
Sri Lanka is also expanding its tourism offering beyond conventional sightseeing. The strategy includes wellness tourism, covering Ayurveda, yoga and holistic wellness experiences, along with destination weddings and celebration travel. The country is also developing its Meetings, Incentives, Conferences and Exhibitions (MICE) infrastructure to attract business events and corporate travellers.
Cruise tourism is another area being highlighted as Sri Lanka seeks to diversify its visitor base. The country is also expanding its luxury accommodation capacity, with eight new five-star resorts and additional boutique luxury properties planned or being developed to cater to travellers looking for premium experiences.
The focus on higher-spending visitors reflects a broader effort to strengthen tourism revenue rather than measuring performance only through arrival numbers. By promoting luxury stays, wellness experiences, weddings, business events and cruise travel, Sri Lanka aims to encourage visitors to spend more time and money across different parts of the tourism ecosystem.
The country is also using international travel markets to strengthen relationships with travel agencies, tour operators and tourism businesses. These partnerships can help Sri Lankan destinations reach new customer segments, particularly in the Gulf and other international source markets.
For travellers, the strategy means Sri Lanka is positioning itself as more than a beach destination. Its tourism portfolio increasingly combines nature, culture, wellness, luxury hospitality, adventure and business travel.
With its 3-million-visitor target and emphasis on higher-value tourism, Sri Lanka is seeking to build a more diversified tourism sector while strengthening international connectivity and promoting a broader range of travel experiences.
