The Sri Lanka Convention Bureau (SLCB) successfully conducted a MICE Promotion Roadshow and Press Meet in Ahmedabad, India, on 25th May 2026. The event marked a significant milestone in Sri Lanka’s ongoing efforts to position itself as a premier destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism among Indian travellers.

The primary objective of this initiative was to strengthen the longstanding relationship between Sri Lanka and India while fostering mutually beneficial partnerships within the rapidly growing tourism and MICE sectors of both countries.

The roadshow was designed to establish a strong and sustainable brand presence for Sri Lanka in the Indian market, with a particular focus on Ahmedabad. Through this initiative, SLCB showcased Sri Lanka’s diverse tourism experiences, unique attractions, and continuous advancements in MICE infrastructure, reinforcing the country’s appeal as a year-round destination for business events and corporate travel.

The programme highlighted Sri Lanka’s readiness and capability to host world-class meetings, incentive programmes, conferences, and exhibitions, while providing participants with valuable insights into the country’s extensive facilities and services available for the MICE industry.

This strategic promotional initiative forms part of Sri Lanka’s broader efforts to intensify its engagement with the Indian market, which remains one of the country’s most important source markets for tourism. By strengthening industry partnerships and increasing destination awareness, the roadshow sought to attract a greater number of Indian MICE travellers to Sri Lanka.

Currently, MICE and Business Tourism account for approximately 10% of all tourist arrivals from India, underscoring the sector’s growing importance and significant potential for future growth.

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