With a significant presence of Indian travel trade, the fifth edition of the Sri Lanka MICE Expo opened on Monday in Colombo, bringing together key stakeholders from the Meetings, Incentives, Conferences and Exhibitions (MICE) industry.

With delegates from key source markets, notably India in attendance, the fifth edition of the Sri Lanka MICE Expo officially began on Monday in Colombo, marking another milestone in the country’s growing Meetings, Incentives, Conferences, and Exhibitions, MICE industry.

The day started with the arrival of delegates at the Cinnamon Life Hotel, the newest addition to the Cinnamon Hotels portfolio and the host hotel of the event. As part of South Asia’s largest integrated resort, the hotel boasts 687 modern luxury rooms with stunning views of the Colombo skyline and the Indian Ocean. Specifically designed to host large-scale events, the venue offers several entertainment spaces and can accommodate over 5,000 guests, making it the largest event destination in the city and a rising international conference hub.

After a welcome lunch at ITC Ratnadipa, the delegation was taken on a Colombo City Experience tour, along with inspections of key MICE venues in the area.

The day concluded with a Business Forum and a formal Welcome Dinner held at the Cinnamon Grand, offering delegates a chance to start networking activities that would continue for the days to come.

The evening programme began with a welcome address by Malkanthi Welikala, Marketing Manager, Sri Lanka Convention Bureau, followed by a presentation by Achini Dandunnage, Senior Manager and Acting General Manager, SLCB, showcasing Sri Lanka’s wide range of offerings as a MICE destination.

The presentation was followed by a panel discussion on the MICE tourism strategy of Sri Lanka. Moderated by Dileep Mudadeniya, Chairman, Tourism Advisory Council, the panel featured key industry leaders including Dheera Hettiarachchi, Chairman, SLCB and SLITHM, Buddhika Hewawasam, Chairman, SLTPB and SLTDA, Bobby Jordan Hansen, Board Member and Vice President of SLAITO and Saminda Perera, Head of Marketing, SriLankan Airlines.

During the discussion it was noted that Sri Lanka’s strongest tourism source market is India, and efforts are being made to strengthen ties further. The country is capitalising on its geographic proximity and strong connectivity, particularly through SriLankan Airlines, which handles around 60 pc of outbound and inbound traffic from the country. Marketing strategies are focussed on short-haul regional markets like India, supported by familiarisation trips for agents and media to build first-hand experience and long-term partnerships.

The panel discussed the government’s broader vision to develop tourism as a key economic pillar, with MICE playing a strategic role within that framework. The tourism sector has shown signs of recovery, with 40 pc year-on-year growth and increased interest in niche areas such as cruise tourism, destination weddings and sports tourism, MICE now being one of the most promising segments.

Sri Lanka is also taking steps to ensure it becomes a competitive player in this space through multiple strategic efforts. These include policy-level support in areas such as visa liberalisation, investment facilitation and innovation promotion. Infrastructure development, such as the expansion of conference venues and modern hotels in Colombo and emerging regions like Jaffna, is also a major part of the plan.

Strategies also include promoting off-season events, supporting event organisers with financial and logistical assistance, and encouraging sustainability in event planning.

Another focus of the discussion was the shifting preferences of Gen Z travellers. Studies show that 40 pc of them choose destinations based on experiences like in-person gift shopping, while sustainability, wellness and technology increasingly influence travel decisions. In response, Sri Lanka is actively integrating sustainability standards across tourism operations, promoting community-based tourism, and creating authentic, experience-led offerings aimed at younger markets.

With the opening day setting the tone for the rest of the expo, the delegates are expected to engage in fruitful B2B meetings over the following days, with the objective of realising Srilanka’s potential as a leading MICE destination in the region.

Article link: https://indiaoutbound.info/events/with-strong-participation-from-india-sri-lanka-mice-expo-2025-kicks-off/