Sri Lanka’s northern capital, Jaffna, has earned international acclaim after being named one of the top cities to visit in 2026 by Lonely Planet’s prestigious “Best in Travel” list. This global recognition is not just a milestone for Jaffna but also a strategic boost for Sri Lanka’s tourism brand—positioning the island as a culturally rich and sustainable travel destination.
For decades,Jaffna has been celebrated for its deep-rooted Tamil heritage, reflected in the grandeur of Nallur Kandaswamy Temple, vibrant local festivals, and bustling markets filled with authentic northern flavours. This latest recognition places Jaffna on the world map, presenting businesses and investors with an opportunity to engage a global audience of over 150 million travellers through one of the world’s most trusted travel media brands. It also opens new avenues for sustainable tourism development and regional economic growth in this post-conflict region.
Founded in 1970, Lonely Planet is a cornerstone of the global travel industry, having sold over 150 million guidebooks and built an extensive digital footprint. Each year, its renowned “Best in Travel” series celebrates 25 destinations that stand out for innovation, sustainability, and exceptional visitor experiences. Destinations featured in this list often experience a surge in tourism visibility and brand equity, benefiting local economies and attracting new partnerships within the global travel ecosystem.
The Italian-language edition of Best in Travel 2026 was officially launched in Milan on October 22, 2025, with participation from the Consulate General of Sri Lanka in Milan, representing the Sri Lanka Tourism Promotion Bureau (SLTPB). To highlight Jaffna’s cultural identity, the Sri Lankan delegation showcased an array of traditional Northern delicacies, offering attendees an authentic taste of the region’s culinary heritage.
With this milestone, Jaffna steps confidently into the international spotlight—symbolizing Sri Lanka’s broader commitment to revitalizing tourism, promoting cultural authenticity, and fostering inclusive growth across all regions.
