Sri Lanka positioned as premier purpose-driven travel destination in the UK, 2025

Documentary on Sri Lanka’s wildlife

Deputy Director – Marketing Sarangi Thilakasena handing over souvenirs to the panellists 

Following the successful completion of Global Bird Fair 2025, Sri Lanka Wildlife Tourism Festival was staged in London from 15 to 17 July, at the Sri Lanka High Commission. The event was co-hosted by the Sri Lanka High Commission in the UK, the Sri Lanka Tourism Promotion Bureau, Cinnamon Hotels, and the Wilderness and Wildlife Conservation Foundation, the festival featured wildlife exhibition, expert panel discussions, visual storytelling, and networking opportunities. 

The inaugural opening Ceremony of the Sri Lanka Wildlife Tourism Promotion Festival was held on 15 July at the Sri Lanka High Commission in the UK with a gathering of nearly 100 attendees. High Commissioner Nimal Senadheera opened the ceremony by highlighting Sri Lanka’s potential as a regenerative tourism destination. 

The event highlight was a curated evocative speech by acclaimed British wildlife photographer and explorer Paul Goldstein, who reflected on the remarkable positivity that radiates from Sri Lanka, as well as the richness and diversity of its wildlife and landscapes. Following the formal program, a curated wildlife photography exhibition and engagement in fellowship with conservationists, researchers, diplomats, and travel professionals was held at the venue.

During the second day of the Sri Lanka Wildlife Tourism Promotion Festival, a High Tea Panel Discussion was held on 16 July under the theme Sri Lanka as a Diverse Wildlife and Nature Tourism Destination. The session was moderated by Gehan de Silva Wijeyeratne, who also delivered an engaging talk on Why Sri Lanka is a Top All-Round Wildlife Destination. The panel featured five other distinguished speakers: Chitral Jayatilake presented “Sri Lanka: A Safari Through an Ecological Wonder”, Chandika Jayaratne spoke on “How to Market Eco-Tourism and Wildlife Products in Sustaining Conservation of Habitats and Species”, Juliet Coombe addressed “Elephant Conservation”, Dushyantha Silva offered insights in “Roots of Keystone Species: A New Perspective for Tourism”; and Chris Coe shared: “A Photographer’s Impressions of Sri Lanka”. 

As part of the Sri Lanka Wildlife Tourism Promotion Festival in the United Kingdom, a thought-provoking High Tea Panel Discussion was held on 16 July under the timely theme “Sri Lanka as a Diverse Wildlife and Nature Tourism Destination”. The session brought together renowned conservationists, tourism strategists, and photographers to share their perspectives on positioning Sri Lanka as a leading nature-based tourism destination.

The panel was expertly moderated by acclaimed naturalist and author Gehan de Silva Wijeyeratne, who also set the tone for the evening with an engaging keynote presentation titled “Why Sri Lanka is a Top All-Round Wildlife Destination”. Drawing on decades of field experience and research, Wijeyeratne highlighted the island’s unique biodiversity hotspots, its accessibility to key wildlife habitats, and the remarkable concentration of both terrestrial and marine life in a relatively compact area.

The session featured an esteemed panel of five other distinguished speakers, each contributing rich insights from their respective areas of expertise:

Chitral Jayatilake, a pioneer in wildlife photography and eco-tourism development, presented “Sri Lanka: A Safari Through an Ecological Wonder”, showcasing the island’s dramatic landscapes, diverse ecosystems, and the symbiotic relationship between nature and culture that defines Sri Lanka’s appeal as a sustainable safari destination.

Chandika Jayaratne, a tourism marketing specialist, shared strategies on “How to Market Eco-Tourism and Wildlife Products in Sustaining Conservation of Habitats and Species”. He emphasised the need for responsible branding, international partnerships, and the development of high-value low-impact tourism models that directly contribute to habitat preservation and community engagement.

Juliet Coombe, a celebrated travel writer and conservation advocate, delivered an impactful talk on “Elephant Conservation”, underscoring the importance of protecting Sri Lanka’s iconic Asian elephants through education, ethical tourism practices, and the promotion of human-wildlife coexistence.

Dushyantha Silva, an environmental educator and biodiversity consultant, introduced a new framework with his presentation “Roots of Keystone Species: A New Perspective for Tourism”, encouraging the tourism industry to recognise the ecological significance of key species and incorporate their narratives into visitor experiences.

Chris Coe, a professional wildlife photographer and founder of the international Travel Photographer of the Year awards, concluded the panel with “A Photographer’s Impressions of Sri Lanka”. He reflected on the island’s vibrant natural palette and its potential to inspire sustainable travel through compelling visual storytelling.

The High Tea format encouraged lively dialogue among speakers, trade partners, and members of the British public, fostering greater appreciation for Sri Lanka’s potential as a year-round destination for wildlife, birding, and nature-based tourism.

The panel formed a central part of Sri Lanka’s broader promotional effort in the UK to reposition the country as a premier destination for purpose-driven, experiential travel—underscoring not just its natural beauty, but also its commitment to conservation, culture, and community.

Sri Lanka Tourism Promotion Bureau (SLTPB) continues to spearhead these international initiatives as part of its strategic marketing campaigns aimed at attracting high-value traveller segments seeking immersive and sustainable travel experiences. This festival forms part of Sri Lanka’s ongoing efforts to position itself as a premier destination for sustainable eco-tourism, with particular emphasis on the UK market. The event underscored Sri Lanka’s commitment to sustainable tourism and its unique offering as a destination where travellers can connect meaningfully with nature.