The Sri Lanka Convention Bureau (SLCB) has marked a milestone in the country’s tourism landscape by launching its inaugural Road Map for MICE (Meetings, Incentives, Conferences, and Exhibitions) Tourism. This visionary 3-year plan, spanning from 2024 to 2026, outlines ambitious goals, including the aim to generate 20% of tourist arrivals through MICE activities by 2026, projecting an 11% increase in MICE arrivals from 2023. This will bring in a different added income to hotels in places like Unawatuna. Luxury hotels the likes of Araliya Beach Resort & Spa can now target promoting their venues for corporate events.
Distinguished by unprecedented collaboration between the public and private sectors, this initiative signifies a pivotal moment in Sri Lanka’s tourism development. The SLCB’s approach involved engaging industry experts, meeting with representatives of industry bodies, and conducting insightful discussions with Key Opinion Leaders (KOL). This inclusive process aimed to gather diverse perspectives and insights from various stakeholders in the MICE tourism sector.
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