Sri Lanka Promotes Wildlife and Nature-Based Travel in the UK

Sri Lanka Tourism

Purpose-Driven Tourism for 2025 and Beyond

Sri Lanka Tourism has strengthened its international presence by promoting wildlife and nature-based purpose-driven travel in the United Kingdom. This renewed focus aims to position the island as one of Asia’s leading sustainable destinations, highlighting its biodiversity, conservation initiatives, and immersive eco-tourism experiences. The campaign emphasizes Sri Lanka’s commitment to sustainability, targeting UK travelers who are increasingly seeking authentic and environmentally responsible travel options.

Spotlight at the Global Bird Fair 2025 in Rutland

The Global Bird Fair 2025, held in July in Rutland, UK, served as a premier platform for Sri Lanka to showcase its rich natural heritage. The three-day event attracted conservationists, wildlife enthusiasts, global travel influencers, and industry professionals. Sri Lanka’s stand stood out with exhibits featuring the country’s diverse ecosystems, including tropical rainforests, coastal wetlands, and unique birdlife. Visitors were also introduced to the island’s avifauna diversity, alongside promotional materials such as maps, brochures, and wildlife mini-guides.

Strong Representation and Engagement

The Sri Lanka pavilion was inaugurated by H.E. Nimal Senadheera, the newly appointed High Commissioner of Sri Lanka to the UK. Ten Sri Lankan Destination Management Companies (DMCs) specializing in wildlife and nature-based tourism participated, offering tailored packages for birdwatching, research tours, and professional wildlife expeditions. Deputy Director Marketing of the Sri Lanka Tourism Promotion Bureau, Ms. Sarangi Thilakasena, also engaged with international trade partners, reinforcing Sri Lanka’s reputation as a premier wildlife tourism destination.

Showcasing Conservation and Sustainability

Sri Lanka Tourism

A highlight of the event was a presentation by naturalist and wildlife specialist Mr. Chandika Jayarathne, titled “How Tourism Sustains Sri Lanka’s Natural Heritage.” The session outlined Sri Lanka’s conservation efforts, sustainable tourism initiatives, and the growing role of eco-tourism in supporting local communities. Recent statistics reveal that over 50% of international tourists now include wildlife experiences in their visits to Sri Lanka, generating more than Rs. 3.5 billion in revenue according to the Department of Wildlife.

New Wildlife Guides and Media Collaborations

To enhance visitor engagement, Sri Lanka Tourism launched a series of mini-guides at the fair, covering Mammals of Sri Lanka, Dry-land Birds, Wet-land Birds, and Butterflies of Sri Lanka. Developed with contributions from veteran wildlife expert Mr. Gehan De Silva Wijerathne, these guides provided practical insights for nature enthusiasts. In addition, partnerships were secured with leading media houses such as BBC Wildlife and Netflix to produce wildlife documentaries, alongside agreements for media familiarization tours with birdwatching magazines and adventure travel bloggers.

Expanding Opportunities for Wildlife Tourism

Wildlife and nature-based tourism in Sri Lanka continues to expand, attracting high-value travelers with longer stays. On average, UK nature tourists spend over £6,000 on tours lasting 15–20 days, making this a lucrative segment for the tourism industry. With over 78% of British travelers engaging in some form of nature or wildlife activity during their stay, the UK remains one of the most promising markets for Sri Lanka’s sustainable tourism growth.

Sri Lanka’s Future in Sustainable Tourism

Sri Lanka Tourism

Looking ahead, Sri Lanka Tourism is committed to strengthening its position as a global leader in wildlife and eco-tourism. Plans include infrastructure development, conservation partnerships, and expanding community-based tourism initiatives. By promoting responsible travel and sustainable practices, Sri Lanka continues to offer unforgettable experiences that connect travelers with nature while preserving the country’s unique biodiversity.

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

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