Newly appointed 25 Ambassadors for the Sri Lanka Conference Ambassador Programme.
Sri Lanka has taken a monumental step in positioning itself as a premier destination for international business events with the launch of the Sri Lanka Conference Ambassador Programme (SLCAP). This pioneering initiative is a collaboration between Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB), and Sri Lankan Airlines, aiming to propel Sri Lanka into the global Meetings, Incentives, Conferences, and Exhibitions (MICE) market.
A Strategic Initiative to Boost Sri Lanka’s MICE Industry
The Sri Lanka Conference Ambassador Programme was officially launched earlier this month, marking a historic moment for the country’s business tourism sector. The event was graced by Minister of Foreign Affairs, Foreign Employment, and Tourism, Hon. Vijitha Herath, alongside Senthil Gopinath, CEO of the International Congress and Convention Association (ICCA), who attended as the Guest of Honour. Their presence underscored the programme’s significance in enhancing Sri Lanka’s global appeal for hosting international conferences.
The SLCAP is designed to empower and engage local professionals, industry leaders, and association heads, transforming them into ambassadors who will advocate for Sri Lanka as a top-tier MICE destination. By leveraging their expertise and networks, these ambassadors will play a crucial role in securing international conferences for the country.
How the Sri Lanka Conference Ambassador Programme Works
The primary goal of SLCAP is to attract large-scale international conferences to Sri Lanka, thereby contributing to economic growth, industry innovation, and global knowledge exchange. The programme has already onboarded 25 influential ambassadors, each selected for their leadership and impact within their respective fields.
These ambassadors will be responsible for:
- Promoting Sri Lanka as a business events destination at international forums.
- Facilitating bid preparation to secure major global conferences.
- Participating in industry events and engaging in knowledge exchange.
- Nominating future ambassadors to expand the programme’s reach.
The initiative also aligns with sustainability goals, ensuring that conferences and events held in Sri Lanka adhere to environmentally responsible and socially inclusive practices.
Cinnamon Hotels & Resorts: Leading the Transformation
Speaking on launching SLCAP, Chief Executive Officer of Cinnamon Hotels & Resorts, Mikael Svensson commented “As a destination expert committed to providing holistic and expertly curated travel experiences, Cinnamon Hotels & Resorts is proud to present this transformative initiative together with the Sri Lanka Convention Bureau and Sri Lankan Airlines. Our deep-rooted local knowledge and personalised approach allow us to showcase Sri Lanka’s unique offerings to the world, elevating it as a premier destination for international conferences.
With Cinnamon Life at City of Dreams Sri Lanka adding capacity to host up to 5,000 delegates under one roof, we are driving Sri Lanka’s MICE industry and positioning the country, as the region’s go-to hub for business events. Together with our partners and Ambassadors, SLCAP will create a dynamic platform that will only strengthen the country’s MICE capabilities and its appeal.”
Sri Lanka Convention Bureau’s Commitment to the MICE Sector
Highlighting the strategic objectives of the SLCAP programme, the Chairman of the Sri Lanka Convention Bureau and Sri Lanka Institute of Tourism and Hotel Management, Dheera Hettiarachchi states, “SLCAP represents a bold step forward in our mission to position Sri Lanka as a global MICE destination. By motivating and equipping local association leaders to bid for international conferences, we can bring significant economic and social benefits to the country, creating a ripple effect across industries.”
Sri Lankan Airlines: Strengthening Global Connectivity
As the country’s flag carrier airline, Sri Lankan Airlines plays a crucial role in supporting the logistics of international conferences. The airline’s involvement in SLCAP ensures seamless connectivity for international delegates attending events in Sri Lanka.
Commenting on the partnership for this national initiative, the Chief Executive Officer of Sri Lankan Airlines, Richard Nuttall, “Sri Lankan Airlines is delighted to support SLCAP by offering logistical support and connectivity to potential conferences and delegates. This programme not only strengthens Sri Lanka’s global reach but also aligns with our vision to connect the world to the best of Sri Lanka.”
The Economic and Social Impact of SLCAP
Industry experts believe that the Sri Lanka Conference Ambassador Programme will have a profound economic and social impact on the country. By attracting high-profile international conferences, SLCAP is set to:
- Boost revenue for the hospitality, transportation, and tourism sectors.
- Generate employment opportunities in multiple industries.
- Enhance Sri Lanka’s reputation as a centre for knowledge exchange and innovation.
- Promote sustainable business tourism by advocating for eco-friendly practices.
With Sri Lanka’s rich cultural heritage, world-class venues, modern infrastructure, and exceptional hospitality services, the country is well-positioned to capitalize on the growing demand for MICE destinations in Asia.
Future Prospects: Elevating Sri Lanka’s MICE Industry to Global Standards
The launch of SLCAP marks just the beginning of Sri Lanka’s journey toward becoming a global leader in the MICE industry. With continued investment, strategic partnerships, and ambassador engagement, the programme will continue to evolve, ensuring that Sri Lanka remains at the forefront of international business tourism.
Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau, and Sri Lankan Airlines remain committed to fostering a thriving and competitive MICE industry, ensuring that Sri Lanka emerges as the go-to destination for global conferences, exhibitions, and corporate events.
With this pioneering initiative, Sri Lanka is set to transform its business tourism sector, attracting more international events and reinforcing its position as a premier destination for the global MICE industry.
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