Sri Lanka, Aug. 30 -- The Sri Lanka Tourism authorities have stepped up efforts to rebrand the island nation as a leading purpose-driven travel destination in the UK, spotlighting its biodiversity and sustainability credentials through a wildlife tourism festival in London.

The three-day Sri Lanka Wildlife Tourism Promotion Festival, held at the High Commission recently, brought together conservationists, travel strategists and industry leaders to showcase the island's natural heritage.

The event is part of a broader campaign by the Sri Lanka Tourism Promotion Bureau (SLTPB) to attract high-value travellers seeking immersive and eco-friendly experiences.

The festival, co-hosted by the Sri Lanka High Commission in the UK, SLTPB, Cinnam...