After years of political and economic challenges, Sri Lanka is now charting a course of recovery and growth, with tourism – including the business events segment – seen as one of the best ways forward.
Sri Lanka Convention Bureau (SLCB) chairman Dheera Hettiarachchi indicated that business events are a great way to boost revenue and utilise the resources despite seasonality by providing year-round tourism revenue.
“Sri Lanka’s overall MICE strategy is to enhance and elevate the country’s position as a venue for business events in the region. The development of the MICE sector is necessary for the economic development of the country,” he stated.
Hettiarachchi highlighted how the country’s strategic location in South Asia, tourism history and cost efficiency make it attractive as a business events destination, especially for “medium-scale events”.
For the upcoming year, India remains a key market for SLCB, while Pakistan, Singapore, Bangladesh, Germany, Spain, France, Poland, Russia, Australia, and Middle Eastern countries are also prioritised for 2025.
This is in line with SriLankan Airlines’ plans, the country’s national carrier.
“Our strategic focus is on India, the Middle East and Far East markets, with a particular emphasis on targeting corporate Incentive groups,” said Dimuthu Tennakoon, head of worldwide sales, SriLankan Airlines. “We aim to capitalise on growth opportunities in these markets by leveraging Sri Lanka’s unique positioning as a culturally rich yet modern MICE destination that offers exceptional value for money.”
With the majority of conferences and corporate meetings in Sri Lanka centred in Colombo, the recent addition of Cinnamon Life at City of Dreams and ITC Ratnadipa to the city’s hotel landscape has enhanced its capacity to host more business events.
Incentive tours may add Bentota’s beaches and Galle’s historical sites, or ancient monuments in Sigiriya and Kandy, stretching the experience to the hilly tea plantations of Nuwara Eliya.
Visitor arrivals to Sri Lanka are projected to reach 2.1 million in 2024, increasing to 2.5 million in the following year. Business events are estimated to comprise approximately 10 per cent of the total visitor arrivals.
