Sri Lanka is pulling out all the stops for its largest-ever MICE Expo 2025 to position the country as an attractive destination for business events.
Currently taking place from September 22 to 26, the event has more than 100 buyers from 30 countries are in attendance.
On Monday, Buddhika Hewawasam, chairman of state-run Sri Lanka Tourism Promotion Bureau, said that the bureau was moving away from generic tourism in favour of high-end tourism.
“We want tourism numbers to grow but at the same time we want them to spend more,” he said. He added that business events tourism could be a game-changer for Sri Lanka, as it offers a fresh alternative for business travellers who may be tired of more traditional destinations.
Sri Lanka hopes to increase business events travellers to 20 per cent of its total tourist arrivals, up from the current 10 to 12 per cent. This effort is part of the country’s goal to reach 2.6 million tourist arrivals this year.
Interviews with buyers at the Expo suggest a promising future for the sector, with many expressing interest in the country’s offerings.
Yuya Nagano from Kuoni Tumlare Japan told TTGmice there is significant interest from Japan. However, he pointed to the need for more flights between the two countries, as the national carrier, SriLankan Airlines, is often fully booked.
A Singapore buyer who declined to be named, said Sri Lanka is a new kid on the block for his clients, but the country “needs to conduct more promotions in Singapore to position itself as a MICE destination”.
Yana Liu, assistant director of the World Federation of Chinese Medicine Societies, indicated that organisation is now considering Sri Lanka as a potential destination for its meetings, which typically draw 50 to 100 participants.
Cecilia Lukaszewsky, founder and CEO of Germany-based Luka Mor, said she is planning a trip for a group of 50 to 100 doctors to help them “relax, rejuvenate, and refresh from a busy work schedule.”
“Sri Lanka is now on the list,” she added.
