The Sri Lanka Convention Bureau (SLCB) has launched the first-ever Road Map for MICE Tourism, outlining a visionary 3-year plan for 2024 to 2026 on November 15, 2023.
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 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 Bureau 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 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.
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.”
