Sri Lanka made a remarkable impact at the Global Bird Fair 2024, held recently in Rutland, United Kingdom, underscoring its commitment to promoting its exceptional wildlife and nature tourism offerings. As one of the premier global gatherings for wildlife enthusiasts and conservationists, the event served as an ideal platform for Sri Lanka to showcase its diverse bird species and unique natural habitats. Sri Lanka proudly highlighted its status as one of the world’s top 33 biodiversity hotspots, drawing significant attention from attendees.
At the fair, Sri Lanka Tourism presented a wide array of immersive experiences, including wildlife safaris, wild glamping, nature trekking, guided birdwatching tours, educational workshops, and guest speaker sessions. These efforts aimed to attract eco-tourists seeking authentic wildlife encounters. The country’s delegation, which included nine specialized travel agents from the wildlife tourism sector and officials like Deputy High Commissioner Mdm. Manorie Malliakaratchi and Deputy Director Marketing Ms. Sarangi Thilakasena, engaged with international stakeholders to promote Sri Lanka’s rich cultural heritage, stunning landscapes, and vast wildlife experiences.
Sri Lanka, with over 340 bird species, many of which are endemic, was presented as a prime destination for birdwatching. On the second day, an awareness session titled "Sri Lanka’s Wildlife and Conservation in a Tourism Perspective" was delivered by Chandika Jayarathne, a veteran naturalist. Additionally, an exclusive interview with Gehan De Silva Wijeyeratne, one of Sri Lanka’s foremost wildlife personalities, explored how tourism can enhance the island’s profile as a wildlife destination.
Sri Lanka’s presence at the fair generated numerous inquiries about wildlife tour packages. UK travel agents and tour operators appreciated the direct representation from Sri Lankan agents, noting that wildlife tours previously marketed by other destinations could now be booked directly through local operators, offering more authentic experiences.
“Our participation at the Global Bird Fair has reinforced our commitment to sustainable tourism practices and conservation efforts,” remarked Chandika Jayarathne, representing Jetwing Eco Holidays. Amal Peiris, a trade representative who has been attending the fair for 28 years, emphasized the opportunity to promote Sri Lanka as a paradise for birdwatchers to UK travelers.
Sri Lanka also secured contracts with key media outlets, including BBC Wildlife and Netflix, to produce wildlife documentaries. Several media FAM tours were finalized, involving prominent birdwatching and nature magazines, as well as adventure travel bloggers.
A future highlight will be Sri Lanka’s hosting of a Wildlife Festival in 2026, which will include over 100 exhibitors from around the world. Additionally, Sri Lanka Tourism and the Sri Lankan High Commission will collaborate to organize a Wildlife and Nature Tourism Conclave during the World Travel Market (WTM) in 2024, focusing on raising awareness among travel agents, tour operators, and media about Sri Lanka’s rich wildlife.
With its diverse ecosystems, from lush rainforests to coastal wetlands, Sri Lanka continues to attract wildlife and nature travelers. These niche tourists are high spenders, often staying 15-20 days and spending upwards of £6,000 on their tours. More than 78% of British travelers visiting Sri Lanka engage in wildlife and nature encounters, underscoring the importance of promoting this segment to UK travelers.
Looking ahead, Sri Lanka Tourism plans to expand its wildlife and nature tourism offerings through strategic partnerships, infrastructure development, conservation initiatives, and community engagement. By promoting responsible tourism and supporting conservation, Sri Lanka is positioning itself as a top destination for sustainable wildlife experiences in Asia, enhancing its global tourism profile.