Sri Lanka Launches First Conference Ambassador Programme To Boost MICE Industry

Sri Lanka has launched the Sri Lanka Conference Ambassador Programme to position the country as a leading global hub for international business events. A collaboration between Cinnamon Hotels and Resorts, the Sri Lanka Convention Bureau, and Sri Lankan Airlines SLCAP enlists local traders as ambassadors to attract international conferences, drive economic growth, and promote sustainability within the MICE sector.

Launched earlier this month, the Honourable Minister of Foreign Affairs, Foreign Employment and Tourism Vijitha Herath and Senthil Gopinath, the CEO of the International Congress and Convention Association, graced the programme. The SLCAP encourages local professionals and association leaders to act as ambassadors, advocating for Sri Lanka as a prime location for international conferences.

The programme with 25 ambassadors already onboard. The programme is designed to identify influential leaders across various fields who can help bring major global events to Sri Lanka, further advocating the nation's MICE infrastructure and economic development.

Mikael Svensson, who is the CEO of Cinnamon Hotels and Resorts, expressed the company's pride in presenting the initiative alongside their partners to promote Sri Lanka's unique offerings. "With the addition of Cinnamon Life in the City of Dreams Sri Lanka, which can accommodate up to 5000 delegates, we aim to solidify the country as the region's go-to hub for business events," he stated.

Dheeta Hettiarachchi, who is the Chairman of the Sri Lanka Convention Bureau, highlighted the initiative's potential to bring significant economic and social benefits to the country, further cementing Sri Lanka's place on the global MICE map. Richard Nuttall, CEO of Sri Lankan Airlines, added that the airline's support in providing logistical connectivity would enhance Sri Lanka's appeal as a top-tier conference destination.

Through SLCAP, ambassadors will actively promote Sri Lanka, prepare bids for international conferences, and ensure the country upholds sustainability and social inclusive within the MICE industry. This collaboration aims to position Sri Lanka as an ideal and competitive destination for business events with the potential to generate lasting economic impact for local industries and tourism.

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