Sri Lanka is stepping up its tourism ambitions, targeting up to five million international arrivals by 2030 as new air links, hotel investment and a five-year promotional strategy strengthen its appeal to UK travelers.
Sri Lanka is positioning itself for a new phase of tourism growth , with improved UK air connectivity and expanded accommodation capacity at the center of its plans for the coming years.
At World Travel Market (WTM) London 2026, the Sri Lanka Tourism Promotion Bureau (SLTPB) outlined its priorities for 2027 and beyond during a press conference led by Deputy Minister of Tourism, Hon. Prof. Ruwan Ranasinghe .
Speaking at WTM, Ranasinghe said Sri Lanka’s geographical diversity was one of its strongest selling points.
A major development for the UK market is British Airways’ new seasonal nonstop service between London Gatwick and Colombo , launched October 23. Operating three times weekly, on Mondays, Wednesdays and Fridays , throughout the winter season, the route adds direct capacity alongside SriLankan Airlines’ existing services.
Sri Lanka is targeting between four million and five million international visitor arrivals annually by 2030 . Sri Lanka is currently projecting approximately 2.38 million to 2.60 million international tourist arrivals for full-year 2026.
The UK remains a priority market , with seniors, families and young professionals identified as key audiences.
The government is preparing to reshape the country’s tourism positioning through its National Tourism Strategic Planning Consultancy for 2026-2031 and a Global Promotional Campaign Road Map . Both initiatives were launched August 31 and will guide the country’s development and international marketing over the next five years.
A new digital promotional campaign, running over the coming year, will seek to position the island as a high-value destination in the UK market.
Sri Lanka strategy focuses on improving competitiveness, sustainability, resilience and investment while shifting promotional efforts toward insight-led marketing and higher-value tourism.
Accommodation capacity is also expanding. According to Sri Lanka Tourism, the number of registered establishments has increased by approximately 12% since 2025, while room capacity has grown 11.6%.
New luxury villas, boutique hotels, eco-lodges and experiential properties are opening in Galle, along the southern coast, in the hill country, Ella and Yala, as well as emerging destinations such as Kalpitiya.
Wildlife and nature-based tourism is another priority for the British market, combining birdwatching, safari experiences, luxury lodges and private villas.
The authorities also highlighted Adventure Plus, a specialist travel insurance product introduced by the Sri Lanka Tourism Development Authority and Sri Lanka Insurance General . Designed for visitors undertaking activities including surfing, hiking, diving, cycling and wildlife experiences, the policy offers 30 days of coverage for $8 (£6) . It is available through authorized tour operators and activity centers.
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