Germany backs Sri Lanka as MICE hub to 2-billion regional market

From left: Moderator AHK Sri Lanka Corporate Affairs and Export Promotions Head Malintha Gajanayake, SLCB Acting General Manager Achini Dandunnage, German Ambassador to Sri Lanka and Maldives Dr. Felix Neumann, THASL Vice President Asoka Hettigoda, and SLAITO President Nalin Jayasundera – Pix by Sameera Wijesinghe

By Divya Thotawatte 

Germany last week extended its support to promote Sri Lanka as a hub for Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism.

“Sri Lanka is back in the international world and market economy,” said German Ambassador to Sri Lanka Felix Neumann recently, emphasising its potential to become a regional business hub by tapping into a surrounding market of two billion consumers. 

These remarks were made at a MICE awareness session themed ‘Host with Impact. Meet in Colombo’. It was organised by the Delegation of German Industry and Commerce in Sri Lanka (AHK Sri Lanka) and the Sri Lanka-German Business Council (SLGBC), with the support of Aitken Spence Travels. 

The event brought together decision-makers from German companies and their local representatives with the goal of spotlighting Sri Lanka as a rising destination for MICE events in Asia. By showcasing Sri Lanka’s growing capabilities in infrastructure and hospitality, the organisers aimed to inspire German businesses to bring their regional and international conferences to the island. 

The highlight of the event was a panel discussion where Neumann stressed the importance of Sri Lanka leveraging its strategic geographic location. “Is Sri Lanka connected to the huge Indian market of 1.5 billion consumers? Sri Lanka is able to group here business people from the entire region with a market of around two billion consumers in the island’s neighbourhood.”

He also added that Sri Lanka was far ahead of its competitors in terms of hospitality, with its people, nature, wildlife, etc. Which were irresistible assets in the global market. However, ease of doing business went beyond natural charm, he stressed. 

“If you suggest a business trip at least in Germany, a businessman may think it would be a nice place to be but would I make money there? Will I meet an open business world coming up with good offers? Will I be limited to making businesses in Sri Lanka or is Sri Lanka connected to all its neighbours?”

International investors wanted not just scenery, but serious business potential, he said. 

Sri Lanka Convention Bureau (SLCB) Acting General Manager Achini Dandunnage followed with a detailed outline of the infrastructure already in place to support large-scale international events. If international investors or MICE event organisers wanted to visit Sri Lanka for a site inspection, it would be fully hosted by the SLCB, she said. 

Afterwards, “We will organise meetings. These are all offered free of charge from the Conventions Bureau being a government entity.” With board members from key sectors including hotels, travel agents, and the Sri Lankan Airlines, SLCB is uniquely positioned to streamline logistics for large-scale international events, she said. 

Sri Lanka-German Business Council (SLGBC) President and The Hotel Association of Sri Lanka (THASL) Vice President Asoka Hettigoda also spoke during the event, explaining that while infrastructure was important, Sri Lanka’s unique natural strengths made it more appealing to a different and more transformative kind of MICE tourism. 

“You don’t need to come to Sri Lanka if you want to have a MICE event within concrete walls. You can go to Dubai for that, but here you come to be with nature. That’s what Sri Lankan hotels offer today. You have hotels in some unique locations.” 

He explained that where executives and presidents of companies work without rest sometimes, an AGM or meeting should not be another stressed out event. He recounted a recent experience where they had turned the BMICH conference centre into a forest spa for the Mercedes-Benz AG. “We brought about 100 different plants… people would take breaks and have treatments. Other countries cannot do this.” 

The Sri Lanka Association of Inbound Tour Operators (SLAITO) President and Aitken Spence Travels Managing Director and Nalin Jayasundera also emphasised the urgent need for a global marketing campaign to elevate Sri Lanka’s visibility among international markets, particularly targeting German companies and the MICE industry. 

He pointed out that while Sri Lankans were aware of the country’s diversity and variety, the main source markets were not. “They are not aware of the diversity and variety because we have not taken this message to the people who matter; to the consumer, because they are the ones who will decide which destination they should travel.”

Highlighting the competitive global tourism landscape, he said that there were many destinations which focus on effective marketing. Without a solid campaign, “Sri Lanka will be the best kept secret in tourism,” Jayasundera stated. 

He, therefore, urged collaboration with embassies and the use of digital and PR campaigns to reach the right audiences. He also called for better infrastructure and year-round accessibility to under-visited locations, concluding that “the most important thing is to market the destination effectively.” 

The event concluded with a networking session, where attendees had the opportunity to engage with the panellists and explore ideas for opportunities for future business events in Sri Lanka. 

The MICE awareness event served as a significant milestone in the Sri Lanka-German Business collaboration and the ongoing efforts by AHK Sri Lanka and the SLGBC to foster mutual engagement between both countries.