Sri Lanka successfully showcased its diverse tourism offerings at the Arabian Travel Market (ATM) 2026, held from 14 to 17 September 2026 in Dubai, with a strong delegation representing the country’s tourism and hospitality industry. The Sri Lankan participation was successfully organized by the Sri Lanka Tourism Promotion Bureau (SLTPB) in collaboration with the Consulate General of Sri Lanka in Dubai, with the participation of 58 Sri Lankan companies, including leading hotels, tour operators, travel agents and destination-management companies. Sri Lanka’s decision to participate in ATM was a clear demonstration of its commitment to strengthening tourism ties with the United Arab Emirates and the wider GCC region, and to encouraging increased visitor arrivals from the Gulf Region. The participation provided an important platform for Sri Lankan tourism stakeholders to engage directly with international buyers, travel professionals, airlines and media. The official opening of the Sri Lanka Pavilion was attended by senior representatives of the UAE and Sri Lanka, including the Vice President of Emirates, the Ambassador of Sri Lanka, the Consul General of Sri Lanka in Dubai and the Northern Emirates, and the Head of Chancery of the Consulate General. The Managing Director of the Sri Lanka Tourism Promotion Bureau, Chamila Jayarathna, and Madusha Perera, together with representatives of the Sri Lanka Association of Inbound Tour Operators (SLAITO) and the Sri Lanka Hotel Association, also participated. A particularly important feature of the four-day participation was the close and continuous engagement between the Sri Lanka Tourism Promotion Bureau and the Consulate General. Chamila Jayarathna and Madusha Perera of Sri Lanka Tourism were actively present at the Sri Lanka Pavilion throughout the event, engaging directly with visitors, travel professionals and industry stakeholders alongside the Consul General, Head of Chancery and other officials of the Consulate General. This sustained presence and teamwork ensured that visitors received comprehensive information on Sri Lanka’s tourism products and opportunities, while also creating a welcoming and professional environment at the Sri Lanka Pavilion. The close cooperation between the Tourism Promotion Bureau, the Consulate General and the participating private-sector companies was a key factor in making Sri Lanka’s participation at ATM a successful and impactful engagement.
The opening ceremony featured the lighting of the traditional oil lamp and the serving of Sri Lankan food including milk rice and traditional sweets, providing international visitors with an authentic introduction to Sri Lankan culture and hospitality. A special feature of Sri Lanka’s participation was the promotion of the country’s world-renowned Ceylon Tea. Throughout the four-day exhibition, visitors to the Sri Lanka Pavilion were served authentic Ceylon Tea, providing an opportunity to experience one of Sri Lanka’s most internationally recognized products. The initiative complemented Sri Lanka’s tourism promotion by showcasing the country’s rich tea heritage and reinforcing the connection between Ceylon Tea, Sri Lankan culture, hospitality and the destination experience. The Sri Lanka Pavilion attracted a significant number of visitors, travel professionals and potential travelers throughout the four-day event. Visitors showed interest in Sri Lanka’s beaches, wildlife, nature, heritage, cuisine, tea, hospitality and emerging tourism products. Sri Lanka was also promoted as an increasingly attractive destination for MICE tourism, including meetings, incentives, conferences and exhibitions. As part of Sri Lanka’s wider promotional programme at ATM, the Consulate General of Sri Lanka in Dubai, in collaboration with the Sri Lanka Tourism Promotion Bureau, organized a dedicated Sri Lanka Tourism Press Conference on 14 September. The event attracted nearly 70 participants, including representatives of the travel trade, airlines, destination-management companies and leading media organizations. Representatives of major airlines, including Sri Lankan Airlines, Emirates, Air Arabia, Flydubai and Air Canada, together with travel companies and media organizations, participated in the programme. Presentations and remarks were delivered by the Managing Director of the Sri Lanka Tourism Promotion Bureau, the Consul General of Sri Lanka in Dubai, the Ambassador of Sri Lanka, the Managing Director of Sri Lankan Airlines, the President of SLAITO/ Board Director/ SLTPB and the Vice President of the Hotel Association of Sri Lanka(THASL). A key highlight of the press conference was the international traveler Cameron Mofid’s assessment of Sri Lanka following his travels to countries around the world. His description of Sri Lanka as one of the world’s most underrated destinations provided an independent perspective on the country’s tourism potential. The presentation highlighted Sri Lanka’s exceptional combination of spectacular landscapes, ancient history and heritage, diverse wildlife, pristine beaches, distinctive cuisine and the warmth and hospitality of its people. The Arabian Travel Market also highlighted the strategic importance of the UAE as a gateway for Sri Lanka to the wider Gulf market. With approximately 107 direct weekly flights from Dubai and Abu Dhabi to Sri Lanka, the UAE offers strong air connectivity and an important platform through which Sri Lanka can attract increasing numbers of visitors from the GCC. Sri Lanka’s participation at ATM therefore forms part of the country’s broader efforts to support its target of reaching three million tourist arrivals, while simultaneously expanding its source markets and strengthening engagement with the Gulf tourism market. During the four-day event, the Consulate General also facilitated a series of media interviews and promotional engagements involving the Consul General and the Managing Director of Sri Lanka Tourism, providing additional international visibility for Sri Lanka as a tourism destination. An important outcome of Sri Lanka’s participation was the signing of two Memoranda of Understanding with Emirates and Qatar Airways, aimed at strengthening cooperation and supporting the promotion of Sri Lanka as a destination in the Gulf and international markets. These partnerships are expected to provide further opportunities to enhance destination visibility, stimulate travel demand and strengthen Sri Lanka’s connectivity with key tourism markets. The successful participation at ATM Dubai 2026 provided Sri Lanka with an important platform to promote the destination, showcase Ceylon Tea and Sri Lankan hospitality, strengthen industry partnerships, generate new business opportunities and position Sri Lanka as a compelling destination for leisure, adventure, wildlife, wellness, culinary and MICE tourism. Sri Lanka’s message at Arabian Travel Market was simple and powerful; One Island. Many Worlds. One Extraordinary Journey. From golden beaches and mist-covered mountains to ancient heritage, extraordinary wildlife, world-renowned Ceylon Tea, distinctive cuisine and the warmth of its people, Sri Lanka offers an extraordinary diversity of experiences within one island. For travelers from the UAE and the wider GCC, Sri Lanka is an invitation to discover many worlds, experience something extraordinary and create a journey worth remembering.
