‘MICE sector poised for greater growth’

By Lalin Fernandopulle

The MICE (Meetings, Incentives, Conference and Exhibition) industry will achieve a revenue of around US $ 200 million this year, with the increase in the number of international events in Sri Lanka every year, said Sri Lanka Convention Bureau, General Manager Vipula Wanigasekera.

He said that with infrastructure development projects such as the Mattala Airport, Katunayake and Matara expressways, Hambantota International Conference centre and the emerging international brands in Sri Lanka such as Shangri La, Hyatt, Sheraton, Movenpick, OZO, the MICE tourism sector has shown accelerated growth in the conference business during the past two to three years and “we are confident of reaching even greater heights in the future.”

“The International Congress and Convention Association (ICCA) has recognised Sri Lanka as a reputed destination for venues and conferences by highlighting 15 confirmed events to be held in Sri Lanka which have been identified as ‘International’ as per their classification.

Obtaining this endorsement from ICCA, which is a world renowned organisation, with a global network of over 1,000 suppliers and a membership base spanning across 90 countries, is a notable achievement for Sri Lanka,” Wanigasekera said. ICCA founded in 1963, is a global network providing access to research tools, sales and marketing opportunities for the meetings sector.

Its database, maintained since the nineteen seventies, contains comprehensive information pertaining to past, present and future events across the globe. The World Youth Conference in May this year, the World, Blood Donor Day conference in June, the ninth SAARC.

ENT Congress in October, 12th Congress of the SAARC Academy of Ophthalmology in October, the third Global Conference on Entomology in November 2015 and the 16th Conference of the International Coloured Gemstones Association next year are some of the events held and to be held in Sri Lanka.

Being a pioneer in the Sri Lankan conference business, Sri Lanka Convention Bureau (SLCB) over the past two decades has been promoting Sri Lanka as a sought after MICE venue in the global market.

At present, the SLCB is the only organisation in Sri Lanka with ICCA membership, which is similar to the membership of PATA and UNWTO, a membership that has been maintained by the Bureau since it was set up.

“The International conference market is a key element of MICE tourism promoted by SLCB as mandated by the Ministry of Economic Development.

This segment which is a niche market has tremendous potential to drive tourism and the economy by showcasing the country to professionals who attend international conferences in Sri Lanka,” said Wanigasekera.

Apart from technology and knowledge transfer, the high-end delegates who are opinion makers, will help boost the image of the country and generate repeat visits, in addition to other benefits of MICE such as generating a considerable volume of direct and indirect employment opportunities.

A MICE tourist spends three to four times more than a holiday-maker and has drawn the attention of many countries due to the spin-off economic benefits.

He said that with the country gaining a competitive edge internationally through improved rankings in several sectors, the efforts of the Sri Lanka Convention Bureau is not limited to promoting Sri Lanka as a MICE venue but also in ensuring that the country gets due recognition for the key international events hosted and being confirmed for the future.

The MICE industry attracts up-market, high-end visitors to the country. Incentive travellers or conference delegates are high spenders compared to leisure seekers as their bills are paid by someone else.

The MICE sector accounts for about 11% of arrivals.“Setting up a MICE industry in Sri Lanka is the SLCB’s biggest achievement.

We have promoted the country as a venue for MICE events for decades which has resulted in Sri Lanka hosting a large number of MICE events over this period.

Our latest achievement is holding the Asian Youth Games in Sri Lanka in 2017 with National Olympic Council and the Ministry of Sports.

Hosting the Asian Youth Games in 2017 in Hambantota will promote Sri Lanka as a destination for tourism and sports. Sri Lanka needs a major event of this magnitude.

It will be the biggest sports event in Sri Lanka,” Wanigasekera said.

Hosting the games in Hambantota will help position the location for MICE tourism and attract visitors to the area. Sports fans, especially youth are looking forward to the Games. Sri Lanka will gain enormous publicity as a destination for sports and tourism. Asia is home to nearly half of the world population which will help boost Sri Lanka's tourism market.

Many countries consider MICE as a separate industry which provides a host of economic benefits.

MICE business has drawn many support services including venues, event management companies and AV suppliers which involves human resources.

It is difficult to ascertain numbers because they are involved in other industries such as tourism and local events. But the fact remains that MICE generates more jobs than tourism.

He said the country should be peaceful for the MICE industry to stage activities. The MICE traveller is sensitive to safety. We have achieved peace and there is no looking back now.

Although Sri Lanka has done reasonably well in the MICE sector to reach the level of Singapore and Malaysia, we need massive infrastructure development.

The government has embarked on achieving this goal.

The Southern province is a venue for MICE activities with the setting up of the Hambantota Convention Centre.

All hotels will have convention facilities. Sri Lanka is well ahead of others in corporate meetings and incentive travel because of the diversity of locations and attractions.