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| Sunday, 25 August 2002 |
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Special SriLankan unit to promote MICE tourism by Chitra Weerasinghe SriLankan Airlines has established a special unit in its office to tap the revenue generating MICE market (Meetings, Incentives, Conferences and Events) and will cooperate and work closely with the Sri Lanka Conventions Bureau (SLCB) to make Sri Lanka a destination for events of international importance. The airline has come up with a series of value added incentive packages for travellers to enhance the tourism product and encourage business traffic in MICE tourism. The MICE travel segment comprise the affluent corporate sector travelling for conventions, seminars and product launches; and sports groups, clubs and societies. Most of these people, being decision-makers, could influence business, investor confidence and other decision-making processes, SLCB Chairman R. Sivaratnam said at a news conference last week. G.T. Jeyaseelan, SriLankan Airlines' Head of Commercial said the airline had been part of MICE tourism and it was time they promoted Sri Lanka to the upmarket segment rather than think in terms of numbers. The advantages of MICE travel was that it occurred throughout the year and was not confined to a particular season; the MICE tourist spent nine times more than the average holiday maker; they booked in advance; there were less 'no show passengers'; and MICE travellers return with their families for a holiday to the same destination. Sivaratnam said they would begin by tapping the Indian MICE market, which was fast growing, while maintaining their presence in the European market. Ranjith De Silva, General Manager SLCB said Sri Lanka was found to be a 'value for money' destination some time ago and that they are adopting this strategy to win this market. He did not think it an uphill task. "Today, with peace in the offing, there is new vigour, attitude and confidence. The trend is to travel to lesser known countries and to South Asia. It is here that we should make our presence felt. We are working with the trade - travel agents and others involved, he said. Among the facilities offered by the airline to MICE travellers were special airfares to delegates and accompanying persons travelling between SriLankan Airlines' online points (except South India to Colombo); rebated tickets to keynote speakers and to conference organisers for promotional purposes; overseas promotions of conferences through the airline worldwide; the welcoming of delegates at the airport and assisting them through airport formalities; quick baggage clearance using special baggage tags; reconfirmation facilities, group check-in and separate check-in counters; inflight welcome announcement on board by the captain and better infrastructure and professional services at conferences and meetings. |
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