SLCAP identifies and supports local association leaders and professionals to act as ambassadors in attracting international conferences to Sri Lanka. The scheme has already secured 25 ambassadors.
“SLCAP represents a bold step forward in our mission to position Sri Lanka as a global MICE destination,” said SLCB chair, Dheera Hettiarachchi.
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.”
Program partner, the 687-room Cinnamon Life at City of Dreams, which opened last October, can host up to 5,000 delegates in its convention centre. With the mall, casino and Nuwa hotel set to open in Q3 of this year, it will be South Asia’s biggest integrated resort, helping to redefine the tourism and hospitality sector.
Meanwhile, national carrier Sri Lankan Airlines, also a partner of the ambassador program, offers logistical support and connectivity to conference organisers and delegates.
Conference ambassadors actively promote Sri Lanka as a business events destination, help prepare bids and proposals to secure international conferences and engage in knowledge exchange by participating in industry events.
The initiative “reflects a shared commitment to driving the nation’s tourism and hospitality sectors forward, while positioning Sri Lanka as a leading global destination for international conferences” said SLCB.
SLCAP also emphasises the importance of sustainable practices, environmental responsibility and social inclusivity within the MICE sector, setting a benchmark for the industry.
Sri Lanka received 2,053,465 foreign visitors in 2024, a 38 per cent increase over 2023. MICE visitors account for about 12 per cent of total arrivals.
Although Australia is among the top 10 inbound markets, the country’s share of MICE traffic remains small, with incentives being the dominant segment.
“Australia has significant potential as a source market for Sri Lanka’s MICE sector, particularly for conferences and incentives, given the direct flight connections between Sydney and Melbourne and Colombo,” said SLCB’s Hettiarachchi.
Sri Lanka is a cost-effective destination with competitive pricing compared to many other MICE destinations in the region, he added.
