The Sri Lanka Convention Bureau (SLCB) has launched the first-ever Road Map for (Meetings, Incentives, Conferences and Exhibitions) MICE Tourism, outlining a visionary 3-year plan for 2024 to 2026.

Issuing a statement, the Sri Lanka Tourism Promotion Bureau (SLTPB) said at the launch held last week (Nov 15), the SLCB 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 distinctive features of this initiative is the unprecedented collaboration between the public and private sectors, marking a significant milestone in Sri Lanka’s tourism development. The SLCB engaged industry experts, met with key representatives of industry bodies, and organized a productive huddle with Key Opinion Leaders (KOL) to gather insights and perspectives.

To ensure a holistic approach, the SLCB 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.

Thisum Jayasuriya, Chairman of the Sri Lanka Convention Bureau, expressed optimism about the project’s potential impact. “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.” (NewsWire)

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