Sri Lanka Convention Bureau (SLCB) represented Sri Lanka at IBTM World 2024, held from 19–21 November in Barcelona, Spain.
This premier three-day B2B platform for Business, Leisure, Travel and MICE Tourism served as a valuable opportunity for destinations to connect with global decision-makers in incentive travel and corporate meetings.
IBTM World is recognised as the leading global event for the MICE industry, bringing together professionals from over 160 countries to foster collaboration, innovation, and business growth. The event inspires event producers and associations to deliver exceptional experiences, providing unparalleled opportunities for networking, knowledge-sharing, and forging meaningful connections. With a sharp focus on helping organisations achieve better business results, IBTM World is where the global meetings industry converges annually to meet, connect, and thrive.
With the theme “People, Power and Potential”, IBTM World 2024 underscored the importance of fostering meaningful connections and driving innovation. SLCB’s participation marked a pivotal return to the global stage after a multi-year hiatus, reaffirming Sri Lanka’s commitment to positioning itself as a premier and sustainable destination for business tourism. This re-engagement with the international MICE community demonstrated Sri Lanka’s readiness to deliver world-class experiences and its strategic vision for expanding its footprint in the industry.
Recognising Europe as a key market, SLCB seized this opportunity to showcase Sri Lanka’s unique value proposition – a seamless blend of business and leisure opportunities. From cutting-edge conference facilities to iconic cultural experiences and natural wonders, the island’s offerings cater to a diverse range of needs. The bureau emphasised Sri Lanka’s strategic location as a gateway between East and West, supported by world-class venues, rich cultural heritage, and exceptional hospitality, positioning the country as a compelling choice for incentive travel and corporate meetings.
The exhibitor profile of IBTM included national and regional tourism convention bureaus, major hoteliers, associations, conference and exhibition venues and organisers, corporates and incentive travel organisers, cruise lines, airlines, event management specialists and a host of other tourism-related stakeholders.
There were 10 Sri Lankan MICE operators who attended the IBTM to promote Sri Lanka as a MICE destination. Walkers Tours Ltd., ONE Travels and Tours, Serandib Travel Holidays, Sri Lanka Express, Ceylon Roots (LOLC Holdings PLC), Connaissance De Ceylan Ltd., Chamathka Holidays and Travels, Hayleys Travels Ltd., NKAR Travels & Tours Ltd. and Minor Hotels and Sri Lanka Convention Bureau exhibited in the Sri Lanka Pavilion at IBTM.
All attendees were provided pre-scheduled meeting diary (45-50 meetings) for three days/per company. The schedule of meetings was done by the participants on their own through the online meeting platform provided by the fair organiser. This was finalised before they attended the program, and the participants had meetings with the hosted buyers confirmed during the pre-scheduled meetings.
During the event, the local participants and SLCB engaged with prominent European buyers and industry professionals, strengthening partnerships and promoting bespoke travel packages tailored to the evolving needs of corporate travellers. The delegation highlighted Sri Lanka’s ability to host events of all scales, from large international conferences to intimate business gatherings, all within a setting that balances functionality with inspiration. Sri Lanka’s versatile appeal was further enhanced by its immersive post-event leisure options, including heritage tours, pristine beaches, and nature retreats, making it a destination that transcends the traditional boundaries of MICE tourism.
SLCB said its presence at IBTM World 2024 not only solidified Sri Lanka’s reputation as a rising star in the global MICE industry but also paved the way for future collaborations, investments, and opportunities. By aligning its vision with global trends in sustainability and innovation, the Bureau emphasised its readiness to cater to the modern needs of the business events industry. This milestone participation reflects Sri Lanka’s dedication to advancing its MICE sector while strengthening its position as a destination of choice for global business travellers.
