Sri Lanka Positioned as a Premier Purpose-Driven Travel Destination in the UK, 2025

During the Panel discussion

Showcasing Sri Lanka’s Wildlife Tourism in London

Sri Lanka has taken a major step in strengthening its global image as a purpose-driven, sustainable travel destination with the successful staging of the Sri Lanka Wildlife Tourism Festival in London from 15–17 July 2025. Co-hosted by the Sri Lanka High Commission in the UK, the Sri Lanka Tourism Promotion Bureau (SLTPB), Cinnamon Hotels, and the Wilderness & Wildlife Conservation Foundation, the event celebrated Sri Lanka’s biodiversity and commitment to regenerative tourism.

 

A Festival Celebrating Nature and Conservation

The inaugural ceremony at the Sri Lanka High Commission was attended by nearly 100 guests, including diplomats, conservationists, researchers, and travel professionals. High Commissioner Nimal Senadheera officially opened the event, emphasising Sri Lanka’s potential as a regenerative and purpose-driven tourism destination.

The highlight of the evening was a compelling keynote address by acclaimed British wildlife photographer and explorer Paul Goldstein. His reflections on Sri Lanka’s rich natural heritage and the positivity of its people set the tone for the festival, which also featured an evocative wildlife photography exhibition and interactive networking sessions.

Expert Insights Through High Tea Panel Discussions

Mr . Dushyantha Silva

On 16 July, the festival hosted a High Tea Panel Discussion under the theme Sri Lanka as a Diverse Wildlife and Nature Tourism Destination. The session was moderated by naturalist and author Gehan de Silva Wijeyeratne, who delivered a keynote presentation on Why Sri Lanka is a Top All-Round Wildlife Destination. He highlighted the island’s extraordinary biodiversity, compact yet accessible ecosystems, and unique blend of terrestrial and marine life.

The panel featured five distinguished experts:

• Chitral Jayatilake presented Sri Lanka: A Safari Through an Ecological Wonder, showcasing the island’s wildlife landscapes and cultural connections.
• Chandika Jayaratne shared strategies on How to Market Eco-Tourism and Wildlife Products in Sustaining Conservation of Habitats and Species, highlighting responsible branding and community engagement.
• Juliet Coombe addressed Elephant Conservation, stressing the importance of ethical tourism practices and protecting Sri Lanka’s Asian elephants.
• Dushyantha Silva delivered Roots of Keystone Species: A New Perspective for Tourism, encouraging the industry to spotlight the ecological importance of keystone species.
• Chris Coe, a renowned wildlife photographer, offered A Photographer’s Impressions of Sri Lanka, providing a visual perspective on the island’s appeal to nature enthusiasts.

The engaging discussion fostered collaboration between tourism stakeholders, conservationists, and the British public, reinforcing Sri Lanka’s reputation as a year-round destination for wildlife and nature-based tourism.

 

Strengthening Sri Lanka’s Tourism Strategy in the UK

The festival formed a key component of Sri Lanka’s wider promotional strategy in the United Kingdom, aimed at attracting high-value, sustainability-conscious travellers. By combining wildlife exhibitions, photography showcases, and thought leadership discussions, Sri Lanka positioned itself as a destination where travellers can enjoy immersive experiences while contributing to conservation and community development.

 

A Commitment to Purpose-Driven Travel

Mr. Chandika Jayarathne

With increasing demand for eco-friendly and experiential tourism, Sri Lanka’s strategic focus on purpose-driven travel is both timely and impactful. The UK market, known for its strong interest in wildlife, birdwatching, and nature tourism, provides an ideal platform for Sri Lanka to showcase its strengths. Through initiatives like the Wildlife Tourism Festival, Sri Lanka is reaffirming its position as a leader in sustainable travel experiences in Asia.

For more information on planning your visit to Sri Lanka, explore:
Sri Lanka Tourism – https://www.srilanka.travel

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