Sri Lanka to boost MICE tourism afresh via Expo in September

By Tania de Silva

Sri Lanka Convention Bureau (SLCB) has formally launched SL‑MICE Expo 2025, a five‑day showcase scheduled for 22–26 September, in Colombo, designed to cement Sri Lanka’s reputation as a value-for-money, experience-rich destination for Meetings, Incentives, Conferences and Exhibitions (MICE).

Speaking at a media conference at the Saffira Ballroom, Amari Colombo, senior government officials and industry leaders underscored the sector’s strategic weight: the MICE segment currently accounts for around 12% of total visitor arrivals. Since 2021, SLCB has delivered four editions of the Expo—moving from virtual to fully physical formats — and plans to scale both reach and commercial impact this year.

The SL‑MICE Expo 2025, organised by SLCB under the Foreign Affairs, Foreign Employment and Tourism Ministry, has already drawn significant global attention, with over 400 hosted buyer and media applications received from more than 25 countries. Out of these, 100 hosted buyers and 15 media representatives will be selected to participate. The five-day program will feature an opening plenary, a business forum, structured B2B meetings, and a themed gala dinner, complemented by post-Expo familiarisation (FAM) tours to Kandy and Nuwara Eliya, showcasing Sri Lanka’s cultural and natural beauty. A key policy focus of this edition is to elevate the central region as a prime MICE proposition, highlighting its unique blend of heritage, scenic landscapes, and event infrastructure.

Deputy Minister of Tourism Ruwan Ranasinghe said the Government has identified the MICE sector as a key economic driver within tourism, adding that SL‑MICE Expo 2025 will intentionally highlight opportunities in the central region to foreign buyers and media.

SLCB and SLITHM Chairman Dheera Hettiarachchi confirmed robust global traction: over 400 applications have been received from more than 25 countries, with 100 hosted buyers and 15 media to be selected. Target markets include India, China, Pakistan, Germany, Russia, France, the UK, Turkey, Spain, the UAE, Bangladesh, Qatar, Malaysia and Singapore, among others.

SLTPB and SLTDA Chairman Buddhika Hewawasam framed the Expo as an economic multiplier, pointing to its role in lead generation, knowledge exchange and long‑term partnerships across Sri Lanka’s tourism value chain.

The launch of SL‑MICE Expo 2025 saw the presence of several distinguished personalities at the head table. Among them were Foreign Affairs Ministry Additional Secretary – Administration T.M.J.W. Thennakoon and SLCB Acting General Manager Achini Dandunnage.

SL‑MICE Expo 2025 promises a dynamic blend of business opportunities, industry insights, and immersive experiences. A key highlight will be a structured deal room, featuring a full day of curated B2B meetings that will connect vetted international buyers with Sri Lankan venues, destination management companies (DMCs), professional conference organisers (PCOs), logistics providers, tech firms, and hospitality partners — all with a strong focus on quality, conversion-ready discussions. Policy and practice will converge on one stage through the opening plenary and business forum, which will explore post-pandemic MICE trends, including sustainability, tech-enabled event design, blended “bleisure” itineraries, and regional destination development. Furthermore, destination storytelling will take centre stage during the familiarisation (FAM) tour to Kandy and Nuwara Eliya, aimed at showcasing how Sri Lanka can seamlessly combine conferences with curated cultural, heritage, wellness, and nature-based experiences — a vital differentiator in today’s competitive regional market.

Strategic implications of the event include the following: 

nHigher yield, broader spread: Targeting MICE allows Sri Lanka to move up the value chain, diversify beyond leisure, and distribute benefits deeper into regional economies.

nCentral region in focus: By spotlighting Kandy and Nuwara Eliya, policymakers are deliberately rebalancing MICE interest beyond Colombo’s core infrastructure.

Institutional continuity: With four editions since 2021, SL‑MICE Expo is now an identifiable, repeatable platform on the global calendar — an essential ingredient for long‑term credibility.