Long known for its natural beauty, Sri Lanka is broadening the conversation around its tourism offer. Buddhika Hewawasam, Chairman of the Sri Lanka Tourism Promotion Bureau, explains how wellness, wellbeing, culture and immersive experiences are becoming an increasingly integral part of the destination’s appeal.
What can visitors to ITB Asia 2026 discover on Sri Lanka’s stand? What are the main tourism segments you are highlighting?
Visitors to the Sri Lanka stand can discover a destination that offers a unique blend of authentic experiences, natural beauty, cultural heritage and holistic wellbeing. We are particularly highlighting luxury wellness tourism, Ayurveda, mindfulness, spiritual retreats, and nature-based wellbeing experiences, alongside adventure, wildlife, cultural tourism, and destination weddings. Sri Lanka offers travellers opportunities not only to explore a destination but also to relax, rejuvenate, reconnect with nature, and experience a deeper sense of wellbeing.
Sri Lanka is known for its adventure and sports tourism. How popular is this with tourists coming from Asia?
Sri Lanka is much more than an adventure and sports tourism destination. It is a country where travellers can experience an incredible variety of attractions and activities within a short period of time. From beautiful beaches and lush tea plantations to wildlife safaris, ancient heritage sites, authentic Ayurveda, wellness retreats, and spiritual experiences, Sri Lanka offers something for every type of traveller. Its unique advantage is that visitors can experience so much diversity within a relatively short stay, making it an attractive destination for Asian travellers seeking a rich and varied holiday experience.
“Sri Lanka is a country where travellers can experience an incredible variety of attractions and activities within a short period of time.”
ITB Asia is shining the spotlight on experiences this year. How is Sri Lanka adapting to this shift in travellers’ taste?
Sri Lanka is well positioned to respond to this shift because our tourism offering is built around authentic, immersive, and meaningful experiences. We are placing greater emphasis on wellness and wellbeing tourism, including traditional Ayurveda, mindfulness, meditation, yoga, nature-based retreats, and spiritual experiences. Travellers are increasingly interested in holidays that support relaxation, balance, and personal wellbeing. Sri Lanka can offer these experiences alongside cultural encounters, local cuisine, wildlife, and the warmth of our communities, creating journeys that are both memorable and restorative.
What are some of Sri Lanka’s main culture and heritage attractions?
Sri Lanka has a rich cultural heritage spanning more than 2,500 years, with ancient cities, sacred Buddhist sites, historic temples, colonial architecture, and living cultural traditions. Highlights include Sigiriya, Anuradhapura, Polonnaruwa, the Sacred Temple of the Tooth Relic in Kandy, and the historic Galle Fort. Beyond these attractions, visitors can experience traditional rituals, festivals, indigenous healing traditions, and the spiritual atmosphere of our cultural destinations. These experiences also complement wellness tourism, connecting visitors with Sri Lanka’s heritage of Ayurveda, meditation, and holistic living.
What are your goals for the show this year?
Our main goal at ITB Asia 2026 is to strengthen Sri Lanka’s presence on key Asian markets and build meaningful partnerships with international tour operators, travel agents, airlines, media, and other tourism stakeholders. We aim to position Sri Lanka as a diverse destination with particular potential in luxury wellness tourism, Ayurveda, mindfulness, and holistic wellbeing, while continuing to promote our adventure, cultural, wildlife, and destination wedding offerings. We also hope to develop new business opportunities, increase destination awareness, and encourage visitors to experience Sri Lanka beyond conventional sightseeing.
