SL eyes MICE sector growth with new Conference Ambassador Programme

Newly appointed 25 ambassadors for Sri Lanka Conference Ambassador Programme 
PIC BY KITHSIRI DE MEL

Sri Lanka yesterday launched the Sri Lanka Conference Ambassador Programme (SLCAP), an initiative aimed at positioning the country as a leading destination for international conferences.

Backed by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB) and SriLankan Airlines, the programme seeks to leverage industry expertise to attract global business events, the organisers said.

The SLCAP is the first initiative of its kind in Sri Lanka, affirming efforts to revitalise the country’s meetings, incentives, conferences and exhibitions (MICE) sector, as it looks to boost tourism and economic growth.

The programme is designed to empower and engage local association leaders and professionals to act as ambassadors, advocating for Sri Lanka on the global stage. A total of 25 ambassadors are already onboarded and the SLCAP will go on to identify and support influential leaders in their fields to attract international conferences to Sri Lanka. 

The programme essentially aims to transform the country’s MICE landscape, driving economic growth, promoting sustainability and knowledge exchange.

The role of the ambassadors under the SLCAP is to actively promote Sri Lanka as a business events destination, assist in preparing bids and proposals to secure international conferences, engage in knowledge exchange by participating in industry events and nominate future ambassadors to sustain and grow the programme. The SLCAP also emphasises the importance of sustainable practices, environmental responsibility and social inclusivity within the MICE sector, setting a benchmark for the industry.

Through tailored resources, strategic guidance and extensive collaboration, the SLCAP equips ambassadors to attract international conferences, promote knowledge exchange and sustainable practices in the MICE sector. By combining the expertise of its partners, the SLCAP is expected to drive Sri Lanka’s commitment to business tourism, economic growth and innovation, while showcasing the country’s unique offerings to the global stage.

Commenting on the initiative, SLCB and Sri Lanka Institute of Tourism and Hotel Management Chairman Dheera Hettiarachchi said the SLCAP represents a step forward positioning the island nation as a global MICE destination. 

“By motivating and equipping local association leaders to bid for international conferences, we can bring significant economic and social benefits to the country, creating a ripple effect across industries,” he said.

Cinnamon Hotels & Resorts Chief Executive Officer Mikael Svensson stated that as a destination expert committed to providing holistic and expertly curated travel experiences, Cinnamon Hotels & Resorts is proud to present this transformative initiative together with the SLCB and SriLankan Airlines. 

“With Cinnamon Life at City of Dreams Sri Lanka adding capacity to host up to 5,000 delegates under one roof, we are driving Sri Lanka’s MICE industry and positioning the country as the region’s go-to hub for business events. Together with our partners and ambassadors, the SLCAP will create a dynamic platform that will only strengthen the country’s MICE capabilities and its appeal,” he said.

Meanwhile, SriLankan Airlines Chief Executive Officer Richard Nuttall opined that the programme not only strengthens Sri Lanka’s global reach but also aligns with the national carrier’s vision to connect the world to the best of Sri Lanka.