Sri Lanka is urging travellers to visit beyond its beaches as it aims for its target of three million tourists
The nation is also running a global marketing campaign targeting UK travellers, particularly following the recent unveiling of the direct Gatwick to Colombo service.
Tours, familiarisation trips, and other smaller initiatives are also set to run to encourage travellers to visit for more than just the beach.
Hon. Prof. Ruwan Ranasinhe, Deputy Minister of Tourism at the Sri Lankan Ministry of Tourism, said, “Sri Lanka is a country that can offer almost anything a tourist is looking for. We need to break the misconception that it’s just a beach destination.
“Of course, we have premium beaches, but more than that, inside the country, we have wildlife, we have the highest elephant density in the world, and we have the highest leopard density in the world in Yala National Park.”
The wildlife appeal combined with the biodiversity, the cultural heritage, and emphasis being placed on wellness all contributes to the strategy of promoting Sri Lanka beyond the beach.
“Last year, we were able to achieve the most number of tourist drivers in Sri Lanka, which was 2.36 million,” said Chamila Jayarathne, Deputy Managing Director at the Sri Lankan Ministry of Tourism.
“We achieved 1.9 million in 2026, amidst manty global challenges such as the situation in the Middle East. Our targets were severely affected, but we are taking the right strategies to combat the countermeasures.
“We are optimistic that things will get better, and that we will meet last year’s numbers.”
Parts of Sri Lanka’s strategy to boost tourism is by targeting new markets, such as East Asia, Africa, and Scandinavia, as well as diversifying the products the country has on offer, for example by promoting wellness as a key element of travelling to the island.
Sri Lanka also introduced a free visa scheme to 40 countries to reduce the barriers of visiting the country.
“I would like to invite British travel agents to talk more about the many rich, authentic experiences our country has to offer,” said Hon. Prof. Ruwan Ranasinhe.
