Sri Lankan hospitality group Uga Resorts has unveiled a new sub-brand, ‘an Uga Experience’, bringing two of its east coast properties under a collection designed for travellers who want full-service resort living alongside destination-led exploration.
Under the rebrand, Uga Bay in Pasikuda becomes The Bay an Uga Experience, while Uga Jungle Beach near Trincomalee is renamed Jungle Beach an Uga Experience.
The move draws a clear line between the group’s intentionally intimate boutique properties and its larger resorts, which offer more rooms, a livelier atmosphere and a family-friendly, resort-style service. The collection is aimed squarely at families, groups and travellers who want the convenience of a full-service resort as a base for exploring the surrounding region.
Priyanjith Weerasooria, owner and managing director of Uga Resorts, said: “The introduction of ‘an Uga Experience’ represents an important and exciting evolution for our brand. It allows us to clearly distinguish between two equally compelling ways to experience Sri Lanka through Uga. The Bay and Jungle Beach offer guests the scale, energy and destination-focused experiences of exceptional resort living, while remaining deeply rooted in the authentic hospitality and sense of place that define our company.
“This rebrand is not about changing who we are; it is about giving travellers greater choice in how they discover Sri Lanka and creating experiences that resonate with different styles of travel.”
The timing reflects growing momentum behind the destination. Sri Lanka welcomed a record 2.36 million visitors in 2025, a 15 per cent year-on-year rise that surpassed the country’s previous 2018 high, with the UK its second-largest source market. British travellers also benefit from simplified entry after Sri Lanka waived its tourist visa fee for 40 countries, including the UK.
The east coast enjoys its finest season between May and September, when calm turquoise waters and abundant sunshine create ideal conditions for swimming, snorkelling, whale watching and water sports. Guests at both resorts can dive among the coral reefs of Pigeon Island National Park, one of Sri Lanka’s three marine national parks, or explore the history and culture of ancient Trincomalee. The region complements the island’s better-known interior, where properties such as Habarana Village by Cinnamon in the Cultural Triangle have long anchored Sri Lanka’s heritage circuit.
The Bay an Uga Experience stretches along three kilometres of Pasikuda’s coastline, widely considered Sri Lanka’s finest beach, with 48 contemporary rooms and suites, an underground spa, signature seaside dining and a full programme of water sports.
The rebrand follows a wider industry trend of hotel groups segmenting portfolios into distinct collections, as seen recently with The Unlimited Collection’s relaunch of two UK properties.
Nightly rates at The Bay an Uga Experience start from $302 (£228), based on two adults sharing a Beach Studio on a bed and breakfast basis.
