Sri Lanka is pursuing a ‘low volume, high value’ tourism strategy aimed at increasing visitor expenditure and promoting sustainable tourism development, the Deputy Minister of Tourism, Prof. Ruwan Ranasinghe has stated.
Speaking to TTG at the World Travel Market (WTM) 2026, the Deputy Minister said Sri Lanka was seeking to strengthen tourism partnerships with neighbouring countries, particularly India and the Maldives, to attract visitors with higher spending capacity.
He highlighted the potential for regional collaboration, particularly with the Maldives, which has established a strong presence in the luxury tourism market. He said Sri Lanka aimed to increase average tourist expenditure by 2030 and was exploring opportunities to attract visitors travelling to the Maldives.
Emphasising the importance of cooperation in the tourism industry, Prof. Ranasinghe noted that competition between destinations was not the most effective approach, stressing the value of partnerships in expanding regional tourism.
He also described Sri Lanka's participation at WTM 2026 as being of significant importance, particularly in strengthening engagement with the United Kingdom's travel trade sector.
According to the Deputy Minister, the international tourism exhibition provides an important platform for establishing links with UK travel agents, with 84 Sri Lankan tourism operators participating in this year's event.
Sri Lanka has also recorded an increase in tourist arrivals from the United Kingdom, rising from 212,000 in 2025 to 270,000 in 2026 so far, according to figures cited by the Deputy Minister. He expressed expectations of further growth in arrivals from the UK next year.
He attributed the increase partly to improved air connectivity, including the launch of British Airways' inaugural direct flight from London Gatwick to Colombo in October.
Outlining the country's long-term tourism development priorities, Prof. Ranasinghe said Sri Lanka aimed to build a sustainable and inclusive economy, with environmental conservation forming an integral part of its tourism strategy.
– with Agencies inputs --
