Sri Lanka Tourism continued its efforts to strengthen its presence in the Middle Eastern market with a vibrant national pavilion at the Arabian Travel Market (ATM) 2026, held at the Dubai World Trade Centre, from the 14^th to 17^th, September.

The annual event, now in its 33^rd edition, brought together tourism authorities, travel professionals, industry stakeholders and media from across the world, with participants and exhibitors representing 166 countries. Featuring more than 2,800 exhibiting companies and over 55,000 industry participants, the event provided Sri Lanka with an important platform to promote the island as a diverse and attractive destination.

The Sri Lanka Tourism Promotion Bureau (SLTPB) led the country’s participation at the event, with the national pavilion bringing together around 60 Sri Lankan travel and tour agents and other tourism industry representatives. Their participation provided an opportunity to connect with international buyers, strengthen existing relationships and explore new business opportunities within the Middle Eastern and wider international travel markets.

Sri Lanka’s presence at ATM highlighted the island’s diverse tourism offerings, from its pristine beaches and lush landscapes to its rich cultural heritage, wildlife, wellness experiences and adventure opportunities. The pavilion provided visitors and industry professionals with an opportunity to discover the range of experiences available across the country.

The opening and official engagements were attended by senior representatives from Sri Lanka Tourism, Sri Lanka’s diplomatic missions and the international tourism industry, highlighting the importance placed on strengthening Sri Lanka’s tourism ties with the Middle East.

Representatives from Treasure Island and Bally’s magazines are also attending ATM 2026, continuing their participation at the international travel trade event in recent years. Their presence reflects the publications’ ongoing interest in Sri Lanka’s tourism industry and their efforts to promote the country’s diverse destinations, attractions and travel experiences to a wider audience.

The SLTPB’s Deputy Managing Director, Mr. Chamila Jayarathna and Assistant Director, Ms. Madusha Perera, both participated, and represented the Bureau’s senior management, at a time when Sri Lanka Tourism continues to expand its international promotional activities. The Bureau is responsible for marketing and promoting Sri Lanka as a quality tourist destination in collaboration with tourism stakeholders.

The Middle East remains an important market for Sri Lanka, particularly given its potential for leisure, luxury, family, wellness and experiential tourism. Sri Lanka Tourism has therefore continued to place emphasis on building stronger relationships with travel trade partners and potential visitors in the region.

Sri Lanka’s participation comes as the country’s tourism sector continues to strengthen its international presence. The country’s tourism authorities have been pursuing initiatives across a range of sectors, including wellness, marine tourism, cultural tourism, destination weddings and MICE tourism, while continuing to promote Sri Lanka’s traditional strengths in nature, heritage and adventure.