MICE tourism targets $ 670 m next year

by Sanjeevi Jayasuriya

The Meetings, Incentives, Conferences and Exhibitions (MICE) tourism aims at generating US$ 600 million by the end of this year with a target of becoming a $ 670 million industry by next year, an industry expert said.

There is a huge potential in MICE tourism as Sri Lanka could offer facilities on par with international standards. The industry is growing to be a major component in tourism earnings and is doing well at present with the industry promising better prospects for the future, Chairman, Sri Lanka Institute of Tourism and Hotel Management and Director Chief Executive of BMICH, Sunil Dissanayake said.

The industry hopes to conduct 400 conferences and meetings this year while 415 such events are planned for next year. The industry anticipates 200,000 MICE tourist arrivals this year including incentive travel and for next year the target arrivals are 215,000, he said. The number of exhibitions targeted this year and next year is 120 and 127. There are 45,000 employees working for the industry at present with another 5,000 more expected to join next year.

The BMICH became the first and only MICE tourism related institution in Sri Lanka to win the International BID (Business Initiative Directions) award 2016. The BMICH was the only convention and exhibition centre selected for the award from 70 countries with over 100 organisations competing for this prestigious award.

The BMICH has achieved international acclaim for its business quality and operations having been adjudged a Gold Category winner at the Century International Quality ERA (CQE) Awards.

This prestigious award will be presented during the 18th Century International Quality ERA Award 2016, part of the annual program of the BID Convention (Business Initiative Directions) designed to recognise outstanding companies, organisations and businessmen around the world who have demonstrated commitment to the criteria of the QC100 TQM Model. "This accolade is a reaffirmation of the continuous hard work of our team delivering a great experience to all our clients.

The BMICH has again displayed its perseverance in being Sri Lanka's premium location for events and we will continue to aspire to deliver the best always," he said.

"We are targeting the MICE tourism market to host events in Sri Lanka. Our biggest markets are India, China and the Middle East. Our prime objective is to promote Sri Lanka in the MICE tourism market," Dissanayake said.

"We are a state-of-the-art venue primarily geared to provide MICE tourism facilities. We have parking space for 2,500 vehicles. We need to grow this business. We have great facilities and need to market it and the partnership with the Mount Lavinia Hotel helps us in our venture," he said.