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| Sunday, 12 December 2004 |
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Sri Lanka targets 5 percent increase in MICE tourism by Chamitha Kuruppu In order to maximise revenue in foreign exchange from up-class tourism marketing , Sri Lanka is targeting over 5% increase in the MICE tourism sector (Meetings, Incentive travels, Conferences and Exhibitions) for next year. The 'meeting industry' or the MICE tourism sector is expected to record 20% of the total tourist arrivals during 2005, which was only 15% in 2004. Therefore, over 82,500 MICE tourist arrivals recorded this year will reach over 127,000 in 2005. Revenue of over USD 50 million is expected to be generated through the meetings industry in 2005, Director General of the Sri Lanka Convention Bureau, Vipula Wanigaratne said. Among important MICE activities that are likely to be held in Sri Lanka during next year include the Commonwealth Dental Association, World Energy Congress and International Conference of Information and Automation. The Meetings industry in Asia is growing and 58% of corporate meeting planners are now located in Asia. Therefore, it is important to put more emphasis on the MICE tourism sector, which is a major contributor to the country's economic development, Wanigaratne said. Special programs were carried out during 2004 to promote tourism links between India and Pakistan, which will be further continued during next year. "South Asia has emerged as a sizable market with increasing travel options," he added. Measures will be taken to launch programs to promote the Middle East sector, which identified as an emerging market and having much potential," he said. Meanwhile, Europe, including UK and Germany will continue to be a traditional market. By carrying out such promotional programs the MICE sector is expected to grow with the tendency for the tourism industry to secure high- yielding clientele. Strategic plans will be carried out to compete with MICE competitors such as China, India, Vietnam and Nepal while continuing to differentiate between the products with Sri Lanka's highly diverse tourist attractions, Wanigaratne pointed out. The high-spending rate of MICE traveller, high percentage of support generating considerable amount of direct and indirect employment and the nature of MICE travel that encourages repeat holiday visits and other trade and investment transactions not necessarily relevant to tourism, are some of the major attributes of MICE tourism from the revenue point of view. The tourism industry that scheduled 550,000 arrivals during the year is targeting over 635,000 tourists in 2005. |
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