Sri Lanka and dnata Travel partner as UAE arrivals climb 28% in Q1

Dubai-based dnata Travel is collaborating with the Sri Lanka Tourism Development Authority (SLTDA), supporting the island nation’s push to attract more visitors from the Gulf country and the wider region.    

Announced at Arabian Travel Market (ATM) in Dubai, the collaboration comes as tourist arrivals from the UAE grew by 28% in the first quarter of 2025, compared to the same period last year, according to the SLTDA.    

dnata Travel’s own booking trends reflect Sri Lanka’s growing appeal. During last year’s peak summer and winter travel seasons, the island nation emerged as one of the most booked international destinations for UAE travellers – highlighting strong momentum across key holiday periods.  

Tapping into premium travel trends

The surge is driven by a rise in premium leisure travel and short-break holidays, with Gulf Cooperation Council (GCC) travellers drawn to Sri Lanka’s blend of nature, culture, adventure, and wellness – all just over four hours away by flight.   

Through the new strategic alliance, dnata Travel and SLTDA will jointly promote curated travel experiences, destination awareness campaigns, and tailored offers for Gulf travellers looking for unique escapes.   

Meerah Ketait, Head of Retail and Leisure UAE at dnata Travel, commented: “Over the past year, we've seen Sri Lanka rise rapidly in demand across our leisure travel platforms. Bookings from the UAE are up by double digits, especially for travellers seeking quick escapes tied to school breaks, long weekends, and nature-based experiences.”

“Our customer insights show that today’s Gulf traveller is more discerning and experience-driven than ever – they’re looking for meaningful journeys that balance adventure and comfort, and Sri Lanka delivers on all fronts."

"Through this collaboration, we’ll not only broaden awareness of Sri Lanka’s lesser-known regions, but also help redefine what travel to the island can look like for the Gulf market – from boutique beach stays and wellness retreats to soft adventure and highland exploration.”   

Campaign to spotlight key travel themes
dnata Travel will launch a dedicated destination marketing campaign in collaboration with Sri Lanka-based destination management company Aitken Spence Travels. The campaign will run across the UAE and the wider GCC, aiming to drive awareness, increase bookings, and introduce more travellers to Sri Lanka’s diverse offerings.   

Promotional themes will include:   
Luxury and wellness: Boutique villas, wellness resorts, and traditional Ayurveda retreats offer GCC travellers short-haul options focused on rest and rejuvenation.
Cool climates: Highland destinations like Nuwara Eliya and Ella provide scenic landscapes and cooler weather – an appealing alternative to the Gulf’s summer heat.
Adventure and nature: Soft adventure activities, including leopard safaris in Yala and whale watching in Mirissa, tap into rising demand for nature-based travel.
Culture and gastronomy: Sri Lanka’s temples, heritage cities, and rich cuisine cater to culturally curious travellers looking for immersive experiences.
Romantic getaways: Secluded coastal resorts and tranquil forest lodges offer privacy and atmosphere for couples and honeymooners.   
Strategic push for GCC markets   

The collaboration supports Sri Lanka’s broader tourism strategy to diversify its visitor base and grow arrivals from the region. The UAE, in particular, is seen as a high-potential market for longer-stay, experience-focused travellers.   

The country is represented by more than 70 tourism stakeholders at ATM this year, from hotels to destination management companies, all showcasing Sri Lanka’s diverse offerings.  

“The Middle East remains a key region for inbound tourism to Sri Lanka. We are fully equipped to meet the evolving needs and expectations of Middle Eastern travellers, thanks to our robust tourism infrastructure,” said Sampath Nissanka, Managing Director at SLTDA.

“The significant presence of Sri Lankan tourism partners at ATM 2025 is a clear indicator of the country's dedication to deepening its engagement with the Middle Eastern market and highlighting the wide array of travel experiences Sri Lanka has to offer.”

The campaign also aligns with dnata Travel’s ongoing efforts to expand its portfolio of short-haul, experience-led destinations tailored to evolving Gulf traveller preferences.   

Sri Lanka, with its year-round appeal and growing air connectivity, is well positioned to capture a greater share of regional leisure travel in 2025 and beyond.   

To explore trending holiday destinations from the UAE with dnata Travel, visit www.dnataTravel.com. For more travel advice and inspiration, contact the dnata Travel experts via call or WhatsApp on 800 DNATA (36282), on social media @dnataTravel, email holidays@dnatatravel.com, or visit a dnata Travel retail outlet, with stores located across the UAE.