The Sri Lanka Convention Bureau (SLCB) recently organized two transformative MICE (Meetings, Incentives, Conferences, and Exhibitions) awareness sessions in Jaffna on November 26 and 27, 2024.
These full-day training programs brought together over 100 participants, including hoteliers, university students, and hospitality management professionals, to boost the region’s presence in the thriving MICE tourism industry.
These sessions represented a fresh approach, positioning the events as innovative platforms that emphasized creativity, sustainability, and collaboration. The training aimed to equip Sri Lankan MICE entrepreneurs with the tools to seize business opportunities, gain industry knowledge, and elevate the country’s competitive edge in the global MICE sector.
Dheera Hettiarachchi, Chairman of the SLCB, emphasized the critical role of MICE tourism in strengthening Sri Lanka’s economy amid financial challenges. In his welcome speech, he stated, “MICE tourism is crucial as we face economic constraints while the pressure to deliver more value and return on investment rises.
This program inspires and motivates participants while improving the quality of the MICE industry to significantly benefit the economy and society.”
The event was built around three core themes: Knowledge Exchange, Business Exchange, and Experience Exchange. These themes were tailored to highlight Sri Lanka’s capabilities in hosting world-class MICE events and to strengthen the Northern region’s tourism potential.
One of the highlights of the program was a group activity based on organizing an event themed “Ramayanaya,” which explored innovative strategies to position the Northern Province as a unique tourist destination. Participants worked on creative approaches to draw travelers while celebrating the cultural and historical richness of the region.
The sessions signified a bold step toward revitalizing MICE tourism in Sri Lanka, offering a sustainable path to economic recovery while establishing the Northern region as a hub for innovative and impactful events.
The sessions were aimed at hoteliers and students in the Northern region who are studying tourism, hospitality, and event management. The sessions focused on business opportunities, industry knowledge, and providing a platform for MICE entrepreneurs.
Jaffna MICE Expo 2023
The SLCB organized the inaugural Jaffna MICE Expo from November 30 to December 3, 2023. The event featured a press briefing, business forum, welcome dinner, opening ceremony, B2B meetings, gala dinner, and Jaffna Familiarization Tour. The event’s goal was to showcase the Northern Province as a MICE destination to the South and Indian MICE travelers.
MICE tourism is a lucrative part of the global tourism industry and is also known as Business Tourism or Business Events. MICE events provide opportunities to generate leads, connect with potential clients, boost sales, and strengthen relationships with existing customers.
