Sri Lanka maps out MICE tourism boom

 Sri Lanka Convention Bureau Chairman Thisum Jayasuriya

• Sri Lanka Convention Bureau unveils ambitious 3-year roadmap
• Chairman Thisum Jayasuriya says 2024-2026 strategy will align with 10-year Tourism Master Plan 2035 
• Hopes to submit plan to Tourism Advisory Committee and Tourism Ministry by 8 November 
• SLCB aims to boost earnings to $ 1.36 b, draw 10% of total arrivals via MICE tourism by 2026
• All set to host Jaffna Expo from 19-21 October, expect a high turnout from Sri Lanka’s Tamil diaspora

By Charumini de Silva

The Sri Lanka Convention Bureau (SLCB) is pursuing an ambitious three-year blueprint to propel Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, with a vision to position the country as a competitive player in the global market.

“The plan is to develop a 2024-2026 MICE tourism blueprint aligned with the 10-year Tourism Masterplan leading up to 2035, highlighting the thriving MICE sector in Sri Lanka,” SLCB Chairman Thisum Jayasuriya told the Daily FT.

Elaborating further about the strategic plan, he revealed that a brainstorming session with MICE industry experts has already taken place, where stakeholders have been categorised into four groups, focusing on key players within meetings, incentives, conferences, and exhibitions. 

“The outcomes of the initial meeting will be discussed in detail during our next meeting scheduled for 11 October. We aim to present the blueprint to the Tourism Advisory Committee, Tourism Minister and Ministry Secretary by 8 November. This will enable us to go through any amendments required and roll it out from 2024,” he added. 

The SLCB aims to boost earnings to $ 1.36 billion and draw 10% of the total arrivals through MICE tourism by 2026.

“MICE tourism represents an indispensable segment for boosting both arrival numbers and earnings. Sri Lanka has set an arrivals target of 1.55 million, with an estimated 10% to 15% being MICE travellers. We predict an income of around $ 300 million from MICE tourism by the end of 2023,” Jayasuriya said. 

He also highlighted the substantial spending power of MICE travellers, who typically invest three times more than leisure and other tourist segments. “This accentuates the potential for Sri Lanka to showcase its authentic and diverse offerings to MICE travellers from target markets,” he added.

Currently, MICE and Free Independent Travellers (FIT) enjoy equivalent visa rates, with business visas being marginally more expensive. 

Recognising the pent-up demand, eased travel restrictions, and regular flight schedules, the SLCB aspires to position Sri Lanka as a prime business event destination, boosting foreign currency inflow into the economy. 

Jayasuriya emphasised the importance of studying competitive markets like Thailand, Singapore, Dubai, Vietnam, and Malaysia to refine industry strategies and offer distinctive MICE products. 

With direct air connectivity, Jayasuriya noted that countries such as China, India, the UK, and Middle Eastern countries are prominent participants in MICE events, making them key markets for Sri Lanka. 

He also disclosed that from 19-21 October, the Jaffna Expo will take place, with expectations of a significant turnout from Sri Lanka’s Tamil diaspora.