Sri Lanka has immense potential to go beyond its traditional markets for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism to generate a much larger revenue for the country as the number of hotel rooms has increased, said a top official in the MICE segment.
He said there is ample scope for conferences and exhibitions in all sectors of the economy.
“Healthcare is one such sector that has enormous potential to drive MICE tourism. Similarly, there are other sectors that could draw tourists to the country,” Director, Sales, MICE Cinnamon Life City of Dreams, Remauld Mack said.
Sri Lanka Tourism marked a major milestone in its journey to become a premier destination for international conferences with the launch of the Sri Lanka Conference Ambassador Program (SLCAP).
The first-of-its-kind initiative, by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau and SriLankan Airlines brings together several entities to promote Sri Lanka as a global hub for business events.
The Sri Lanka Conference Ambassador Program is designed to empower and engage local association leaders and professionals to act as ambassadors, advocating for Sri Lanka on the global stage.
With 25 ambassadors already onboard, SLCAP will identify and support influential leaders in their fields to attract international conferences to Sri Lanka.
The program aims to transform the country’s Meetings, Incentives, Conferences, and Exhibitions (MICE) landscape, driving economic growth, promoting sustainability and knowledge exchange.
SLCAP, Chief Executive Officer of Cinnamon Hotels & Resorts, Mikael Svensson said, “As a destination expert committed to providing holistic and expertly curated travel experiences, Cinnamon Hotels & Resorts is proud to present this transformative initiative together with the Sri Lanka Convention Bureau and SriLankan Airlines.
“Our deep-rooted local knowledge and personalised approach allow us to showcase Sri Lanka’s unique offerings to the world, elevating it as a premier destination for international conferences.
“With Cinnamon Life at City of Dreams Sri Lanka adding capacity to host up to 5,000 delegates under one roof, we are driving Sri Lanka’s MICE industry and positioning the country as the region’s go-to hub for business events. Together with our partners and Ambassadors, SLCAP will create a dynamic platform that will only strengthen the country’s MICE capabilities and its appeal,” he said.
Highlighting the strategic objectives of the SLCAP program, Chairman of the Sri Lanka Convention Bureau and Sri Lanka Institute of Tourism and Hotel Management, Dheera Hettiarachchi said, “SLCAP represents a bold step forward in our mission to position Sri Lanka as a global MICE destination. By motivating and equipping local association leaders to bid for international conferences, we can bring significant economic and social benefits to the country, creating a ripple effect across industries.”
