In a bid to showcase its diverse attractions and offerings, Sri Lanka made a robust presence at the Arabian Travel Market (ATM) 2024 held in Dubai. Organized by the Consulate General of Sri Lanka in Dubai in collaboration with the Sri Lanka Tourism Promotion Bureau (SLTPB), the Sri Lanka pavilion at ATM 2024 aimed to capture the attention of the United Arab Emirates (UAE) market and beyond.
ATM 2024, one of the premier global events for the travel and tourism sector, witnessed the participation of over 41,000 attendees and featured 2,300 exhibitors from 165 countries. This year’s theme, ‘Empowering Innovation – Transforming Travel through Entrepreneurship,’ set the stage for discussions and collaborations aimed at shaping the future of travel.
The inauguration of the Sri Lanka pavilion saw the presence of esteemed dignitaries including the Ambassador of Sri Lanka to the UAE, Udaya Indrarathna, Consul General of Sri Lanka to Dubai and Northern Emirates, Alexi Gunasekera, and Chairman of SLTPB, Chalaka Gajabahu, among others. With more than 60 travel agents, Destination Management Companies (DMCs), hotels, and resorts from Sri Lanka participating, the country aimed to leverage the diverse and cosmopolitan market of the UAE and the international audience present at ATM 2024.
A significant step towards enhancing air connectivity and facilitating seamless travel experiences between Sri Lanka and the UAE was marked by the signing of a Memorandum of Understanding (MoU) with Emirates Airlines. The MoU, inked during ATM 2024, reflects the commitment of both parties to bolster tourism ties. Minister of Tourism, Lands, Sports, and Youth Affairs, Harin Fernando, along with other key officials, witnessed the signing, underscoring the strategic importance of collaboration in the tourism sector.
Minister Fernando took the opportunity of a press conference on 07 May 2024 to shed light on Sri Lanka’s tourism potential and the concerted efforts with UAE stakeholders to augment tourist arrivals. Highlighting Sri Lanka’s journey in revitalizing its tourism industry post-Covid-19, Minister Fernando emphasized the crucial role played by airlines in supporting this recovery. He also showcased recent developments such as the opening of the luxurious ITC Rathnadipa hotel in Colombo, alongside a plethora of high-class hotels and villas offering personalized experiences across the island.
Ambassador Udaya Indrarathna echoed the sentiment of sustainable tourism development in Sri Lanka, stressing coordinated efforts to capitalize on the country’s tourism potential. He elaborated on new tourism strategies being formulated and discussed the opportunities and challenges in their implementation.
Consul General Alexi Gunasekera highlighted the UAE’s significance as a hub for luxury, leisure, and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. He emphasized the importance of platforms like ATM in fostering collaborations and sharing best practices within the tourism industry.
The Sri Lanka pavilion at ATM 2024 served as a gateway for attendees to discover the wonders of Sri Lanka and explore avenues for collaboration in the dynamic landscape of tourism. With a renewed focus on sustainable tourism practices and strategic partnerships, Sri Lanka is poised to emerge as a sought-after destination for UAE travelers and beyond, promising unforgettable experiences amidst its rich cultural tapestry and natural splendor.
