Asian – Dispatch

The Sri Lanka Tourism authorities have stepped up efforts to rebrand the island nation as a leading purpose-driven travel destination in the UK, spotlighting its biodiversity and sustainability credentials through a wildlife tourism festival in London.

The three-day Sri Lanka Wildlife Tourism Promotion Festival, held at the High Commission recently, brought together conservationists, travel strategists and industry leaders to showcase the island’s natural heritage. 

The event is part of a broader campaign by the Sri Lanka Tourism Promotion Bureau (SLTPB) to attract high-value travellers seeking immersive and eco-friendly experiences.

The festival, co-hosted by the Sri Lanka High Commission in the UK, SLTPB, Cinnamon Hotels and Wilderness and Wildlife Conservation Foundation, featured exhibitions, panel discussions and visual storytelling sessions.

Nearly 100 participants, including diplomats, researchers and travel professionals, attended the opening ceremony. High Commissioner Nimal Senadheera described Sri Lanka as a “regenerative tourism destination”, emphasising its potential to balance conservation and economic growth. 

The highlight of the inaugural ceremony was an evocative address by acclaimed British wildlife photographer Paul Goldstein, who praised “the remarkable positivity that radiates from Sri Lanka” as well as the diversity of its wildlife and landscapes.

The second day of the festival featured a High Tea Panel Discussion under the theme Sri Lanka as a Diverse Wildlife and Nature Tourism Destination. Moderated by naturalist and author Gehan de Silva Wijeyeratne, the discussion explored strategies to market eco-tourism, the ecological importance of keystone species and the role of conservation in building long-term tourism value.

Speakers included Chitral Jayatilake, who described Sri Lanka as “a safari through an ecological wonder” and tourism marketing specialist Chandika Jayaratne, who outlined how to “market eco-tourism and wildlife products in sustaining conservation of habitats and species”.Conservation advocate Juliet Coombe addressed elephant protection, while biodiversity consultant Dushyantha Silva highlighted new perspectives on keystone species. Photographer Chris Coe concluded with “a photographer’s impressions of Sri Lanka”, reflecting on its potential to inspire travellers through visual storytelling.

The festival is the latest in a series of promotional drives by the SLTPB in the UK, following Sri Lanka’s participation in Global Bird Fair 2025. Officials say such events are central to the country’s strategy of positioning itself as a year-round destination for wildlife, birding and nature-based travel.

The UK remains one of Sri Lanka’s largest tourism source markets, with strong growth potential in the eco-conscious traveller segment. Colombo is banking on purpose-driven tourism to deliver higher spending visitors, diversify beyond traditional beach tourism and reinforce the country’s post-crisis recovery.

Source: Daily Mirror