The Sri Lanka Convention Bureau (SLCB) launched the first-ever Road Map for MICE Tourism, outlining a three-year plan for 2024 to 2026, recently.
The Bureau has outlined its ambitious target for 2026 —aiming to generate 20% of tourist arrivals through MICE activities, projecting an 11% increase in MICE arrivals from 2023.
One of the features of this initiative is the collaboration between the public and private sectors, marking a milestone in Sri Lanka’s tourism development. The Bureau engaged industry experts, met key representatives of industry bodies, and organised a productive huddle with Key Opinion Leaders (KOL) to gather insights and perspectives
The Bureau initiated ideation sessions with extended teams, delving into key topics identified during the KOL discussions. The outcome of these sessions has been compiled into a detailed report, defining responsibilities and action items for seamless implementation. Chairman of the Sri Lanka Convention Bureau, Thisum Jayasuriya said, “This Road Map is a testament to our commitment to fostering MICE tourism in Sri Lanka. Through collaboration, industry expertise, and a clear action plan, we aim to not only meet but exceed our targets, positioning Sri Lanka as a premier MICE destination.”
