ITB launching pad for MICE market

Sri Lanka Convention Bureau (SLCB) has taken many actions to promote MICE tourism into the country. They will use ITB as an opportunity to promote this sector, which contributes 15 per cent to 20 per cent to Sri Lankan tourism market.

"We will use ITB to meet some of the leading MICE operators to attract tourists in the European Union region," Sri Lanka Convention Bureau Chairman Prema Cooray told the Daily News Business.

SLCB has set up a strategic alliance with major Indian MICE operators to attract Sri Lanka as many of the global high network companies are in India, therefore it is an opportunity to tap that market, Cooray said.

As high network, the companies who have established in India, could help Sri Lanka to attract them due to the competitiveness in price in Sri Lanka, connectivity between two countries and high economic growth in India.

This will pave the way to promote this sector in a systematic manner, Cooray said. Cooray said they are now working with major Indian travel operators specialised in the MICE market with links throughout India. "Therefore, we have given more emphasis on the MICE tourism sector, which is a tremendous opportunity for us to capitalise on this lucrative market.

Cooray said they had a series of road-shows in India recently covering major cities including Hyderabad, Bangalore and Delhi.

With the strategic alliances with MICE promotional companies these companies arrange logistics for the MICE tourist.