The destination exhibited at International Confex for the first time last week, and plans to spend the next six months understanding what UK buyers want, said Sri Lanka Tourism Promotion Bureau marketing manager Nabeel Shariff.
"We'll also look to educate buyers on what Sri Lanka can offer. Our job is to educate buyers that Sri Lanka is a safe country and always has been for visitors. The UK is a key growth area for us. It's been the strongest leisure tourism market for us in terms of yield," he added.
"Inevitably, we'll be considering running fam trips, as it's the best way to showcase the country and we'll focus on Columbo and the surrounding area."