DUBAI, : Sri Lanka Tourism successfully concluded its participation at the 33rd Arabian Travel Market (ATM) 2026, held from September 14 to 17 at the Dubai World Trade Centre, further strengthening Sri Lanka’s presence and engagement in the Middle Eastern tourism market.
Held under the theme “Travel 2040: Driving New Frontiers Through Innovation and Technology,” ATM 2026 brought together global tourism stakeholders, providing an important platform for destinations, travel professionals and industry partners to explore new opportunities, foster partnerships and shape the future of travel.
Organized by the Sri Lanka Tourism Promotion Bureau (SLTPB), Sri Lanka’s participation reflected its continued efforts to expand engagement with the Middle Eastern travel trade, strengthen business relationships and position Sri Lanka as an attractive destination for travellers from the region.
The Sri Lanka pavilion was inaugurated in the presence of H.E. Professor Arusha Cooray, Ambassador of Sri Lanka to the United Arab Emirates; Alexi Gunasekera, Consul General of Sri Lanka in Dubai; and Chamila Jayarathna, Deputy Managing Director of the Sri Lanka Tourism Promotion Bureau. Officials from the SLTPB, the Embassy of Sri Lanka in Abu Dhabi and the Consulate General of Sri Lanka in Dubai also participated in the occasion.
The Sri Lanka pavilion brought together 58 representatives from the Sri Lankan travel and tourism industry, showcasing a diverse range of tourism products and experiences to international buyers, travel professionals and visitors. The pavilion highlighted the island’s rich cultural heritage, pristine beaches, scenic landscapes, wildlife, wellness experiences and other distinctive tourism offerings.
Sri Lanka Tourism also engaged with international and regional media throughout ATM 2026 to enhance awareness of the destination and its tourism offerings. A dedicated press conference was held during the event, bringing together media representatives to highlight Sri Lanka’s tourism products, emerging market opportunities and initiatives aimed at strengthening the destination’s appeal among Middle Eastern travellers.
As part of its participation at ATM 2026, Sri Lanka Tourism further strengthened strategic cooperation with leading international airline partners. Memoranda of Understanding (MOUs) signed with Emirates and Qatar Airways marked an important step towards strengthening airline partnerships, supporting destination promotion and enhancing connectivity between Sri Lanka and key international markets.
The four-day event provided Sri Lanka Tourism and its industry partners with valuable opportunities to engage with regional and international travel trade representatives, media and other key stakeholders, while strengthening existing relationships and exploring new avenues for collaboration.
Sri Lanka’s successful participation at ATM 2026 reaffirmed its continued commitment to the Middle Eastern market and to promoting the country as a diverse, welcoming and year-round destination. The engagement also supports Sri Lanka’s broader efforts to strengthen international tourism partnerships, enhance destination visibility and contribute to the continued growth of the country’s tourism sector, pics Times online
