Sri Lanka Tourism is actively enhancing its influence in the Middle Eastern market by showcasing a dynamic national pavilion at the Arabian Travel Market (ATM) 2026, which took place at the Dubai World Trade Centre from September 14 to 17.
This annual event, now in its 33rd year, gathered tourism officials, travel experts, industry stakeholders, and media representatives from around the globe, with participants and exhibitors hailing from 166 nations. With over 2,800 exhibiting companies and more than 55,000 attendees, the event served as a vital platform for Sri Lanka to present itself as a multifaceted and appealing travel destination.
The Sri Lanka Tourism Promotion Bureau (SLTPB) spearheaded the country’s involvement, coordinating the national pavilion that featured approximately 60 Sri Lankan travel agents and other tourism industry professionals. Their participation offered a chance to engage with international buyers, fortify existing partnerships, and seek new business avenues within the Middle Eastern and broader global travel markets.
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Sri Lanka’s display at ATM underscored the island’s varied tourist attractions, ranging from its stunning beaches and verdant landscapes to its rich cultural heritage, wildlife, wellness offerings, and adventure activities. The pavilion allowed visitors and industry professionals to explore the diverse experiences that the country has to offer.
The event’s opening and subsequent official activities saw attendance from high-ranking figures in Sri Lanka Tourism, as well as representatives from the nation’s diplomatic missions and the global tourism sector, signaling the importance of enhancing Sri Lanka’s tourism connections with the Middle East.
Additionally, representatives from Treasure Island and Bally’s magazines participated in ATM 2026, continuing their involvement in this international travel trade event. Their presence demonstrates a sustained interest in promoting Sri Lanka’s tourism sector and its various destinations and experiences to a broader audience.
Mr. Chamila Jayarathna, the Deputy Managing Director of the SLTPB, along with Assistant Director Ms. Madusha Perera, represented the Bureau’s senior management during this period of expanding international promotional efforts. The Bureau is tasked with marketing Sri Lanka as a premier tourist destination in collaboration with various tourism stakeholders.
The Middle Eastern market is of significant importance to Sri Lanka, particularly due to its potential in leisure, luxury, family-oriented, wellness, and experiential tourism. As a result, Sri Lanka Tourism remains committed to fostering stronger relationships with travel trade partners and potential tourists in the region.
This participation occurs as Sri Lanka’s tourism sector enhances its global presence. The country’s tourism authorities are implementing initiatives across various domains, including wellness, marine tourism, cultural tourism, destination weddings, and MICE tourism, while also promoting its traditional strengths in nature, heritage, and adventure.
