Colombo, Sri Lanka, February, 2025 – In a move to strengthen its presence in the global business events sector, Sri Lanka has introduced the Sri Lanka’s Conference Ambassador Programme (SLCAP), a national initiative aimed at positioning the country as a prime destination for international conferences. The programme is a collaborative effort between the Sri Lanka Convention Bureau (SLCB), Cinnamon Hotels & Resorts, and Sri Lankan Airlines.
The launch event, held earlier this month, was attended by Minister of Foreign Affairs, Foreign Employment, and Tourism, Honourary Vijitha Herath, alongside Senthil Gopinath, Chief Executive Officer of the International Congress and Convention Association (ICCA). The initiative seeks to engage local professionals and association leaders as ambassadors, leveraging their influence to attract international conferences to Sri Lanka.
With 25 ambassadors already on board, SLCAP is designed to support individuals with expertise in various fields to actively promote Sri Lanka as a business events destination. The initiative is expected to enhance the country’s Meetings, Incentives, Conferences, and Exhibitions (MICE) industry by fostering economic growth, facilitating knowledge exchange, and promoting sustainable practices within the sector.
According to Dheera Hettiarachchi, Chairman of the Sri Lanka Convention Bureau and Sri Lanka Institute of Tourism and Hotel Management, SLCAP represents a strategic step in elevating Sri Lanka’s status in the global MICE market. “By equipping local association leaders to bid for international conferences, we can generate significant economic and social benefits, creating a ripple effect across multiple industries,” Hettiarachchi stated.
The role of the ambassadors under SLCAP extends beyond promotion, encompassing bid preparation, knowledge-sharing, and the nomination of future ambassadors to ensure the programme’s longevity. A strong emphasis is placed on environmental responsibility and inclusivity within the MICE industry, aligning with broader global trends toward sustainable business events.
As part of the initiative, Sri Lankan Airlines has committed to providing logistical support and global connectivity for international delegates. Richard Nuttall, Chief Executive Officer of Sri Lankan Airlines, highlighted the programme’s potential to strengthen the country’s global reach while supporting its broader tourism objectives.
The introduction of SLCAP underscores Sri Lanka’s commitment to expanding its MICE sector, with the programme anticipated to generate substantial economic impact by attracting international events. The initiative is set to further integrate the country’s hospitality and business infrastructure, reinforcing its position as a competitive player in the global conference and events industry.