TORONTO — From elephant safaris and mist-covered tea plantations to ancient kingdoms and palm-fringed beaches, Sri Lanka packs a remarkable range of experiences into one island – and wants more Canadian travellers to discover it.

Travelweek spoke with Sri Lanka’s Deputy Minister of Tourism, Ruwan Ranasinghe, ahead of a Toronto trade event on Oct. 29, hosted by the Consulate General of Sri Lanka in Toronto and Turkish Airlines. The visit aims to strengthen ties with Canada’s travel trade and encourage advisors to look beyond the destination’s traditional beach appeal.

“Canada is an important long-haul market for Sri Lanka, with considerable potential to grow,” said Ranasinghe. “We welcome Canadian visitors who are looking for authentic cultural experiences, nature, wildlife, wellness, adventure and meaningful connections with local communities.”

Rather than focusing solely on visitor numbers, Sri Lanka wants to attract travellers who stay longer and explore more of the island. The strategy includes building stronger relationships with Canadian travel advisors, tour operators, travel associations and media, while developing tailored holiday packages for a wider range of clients.

“Our focus is not simply on increasing visitor numbers, but also on attracting travellers who stay longer, explore different regions of the island and experience the diversity of Sri Lanka,” said Ranasinghe.

For the Deputy Minister, Toronto presents an opportunity to build those relationships and give Canadian travel professionals greater confidence in selling the destination.

“My message to the trade is simple: Sri Lanka is more than a destination to visit once; it is a destination that can offer a different experience every time,” he said. “We invite Canadian travel professionals to work with us, discover the destination firsthand and help their clients experience our culture, hospitality, wildlife, landscapes and extraordinary diversity.”

Buddha statues in Dambulla Cave Temple

BEYOND THE BEACH

For 2026 and beyond, Sri Lanka is encouraging advisors to build itineraries that combine several experiences rather than focus on a single holiday style.

Travellers can pair ancient cities and UNESCO World Heritage Sites with wildlife safaris, scenic train journeys through tea country, surfing, hiking, Ayurveda and wellness retreats, culinary experiences and coastal escapes. Other segments being promoted include cruise tourism, destination weddings, Buddhist heritage journeys and immersive experiences connecting visitors with local communities.

The destination can appeal to couples and honeymooners seeking boutique hotels and romantic beach stays, families interested in wildlife and cultural discoveries, luxury travellers looking for private tours and personalised experiences, and adventure enthusiasts drawn to hiking, surfing and national parks. Culture and history lovers, mature travellers and those seeking a slower pace also have plenty of options.

“I would encourage Canadian travel advisors not to limit Sri Lanka to one particular type of traveller,” said Ranasinghe. “It is a destination that can appeal to a surprisingly wide audience.”

Seasonality is another consideration when building itineraries. Sri Lanka is a year-round destination, but the best time to visit depends on the region. The west and south coasts, along with the hill country, are generally particularly attractive from December to March, while the east coast is often better suited to beach holidays from approximately May to September.

Ranasinghe said the island’s diversity is one of the qualities that most surprises visitors.

“In a single journey, you can explore ancient cities, watch elephants and other wildlife on safari, travel through mist-covered tea plantations, enjoy fresh seafood by the ocean and experience some of the world’s most beautiful beaches,” he said.

Beyond the scenery, he added, the warmth of the local people is often what visitors remember most.

“Sri Lankan hospitality is not simply a service we offer; it is part of our culture,” said Ranasinghe. “Visitors often arrive expecting beautiful landscapes, but leave remembering the people they met, the food they tasted and the personal connections they made.”

CONNECTING CANADA WITH SRI LANKA

Air access is an important part of Sri Lanka’s strategy to attract more Canadians. Travellers departing from Toronto, Montréal and Vancouver have several routing options through major aviation hubs in the Middle East, Europe and Asia, with at least one connection required.

Turkish Airlines is an important partner in that effort, connecting Canadian travellers to Colombo through its Istanbul hub and providing advisors with another option when planning itineraries around clients’ departure points, travel dates and budgets.

“Accessibility is a key consideration when travellers choose a long-haul destination,” said Ranasinghe. “Convenient connections, competitive fares, reliable schedules and simplified entry procedures can all help make Sri Lanka a more appealing choice.”

He added that the partnership with Turkish Airlines is about more than transportation. “It is about bringing Sri Lanka closer to Canadian travellers and creating new opportunities for the travel trade.”

Entry requirements can also help simplify planning. According to the Deputy Minister, Canadian passport holders are eligible for a free 30-day tourist visa under Sri Lanka’s current visa facilitation scheme. Eligible travellers must still obtain an Electronic Travel Authorization (ETA) before arrival through the official website at www.eta.gov.lk. Advisors should confirm current requirements before departure.

South Coast of Sri Lanka

SUPPORTING THE TRADE

To help advisors build their destination knowledge, the Sri Lanka Tourism Promotion Bureau, in collaboration with the Consulate General of Sri Lanka in Toronto, is strengthening engagement with Canadian travel professionals through destination presentations, industry events, webinars and opportunities to connect directly with Sri Lankan destination management companies.

Immersive destination-promotion initiatives are also being organised with the Tourism Promotion Bureau, Sri Lankan tour operators and airlines, and Canadian industry associations such as ACTA. These opportunities are designed to give advisors first-hand insights into the destination, introduce new itinerary possibilities and help them develop industry partnerships.

As Ranasinghe put it, the goal is to help more Canadians discover the many different experiences that await them – and give them reasons to return.

For more information about Sri Lanka, go to www.srilanka.travel.

Lead image caption: Sri Lanka’s Deputy Minister of Tourism, Ruwan Ranasinghe