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| Sunday, 30 January 2005 |
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Mice to 'salvage' tsunami by Chamitha Kuruppu MICE industry (Incentive Travel, Conferences and Congress and Exhibitions), another important tourist sector affected by tsunami is taking immediate measures for a speedy recovery. Regular updates to all relevant parties, subsidized advertising, securing booth space at forthcoming MICE fairs at concessionary rates, advancing promotional schedules, getting all possible support from International organizations to promote Sri Lanka, are some of the immediate measures taken by the Sri Lanka Convention Bureau. Sri Lanka Convention Bureau, General Manager Vipula Wanigasekera told the Sunday Observer that business should soon revert to pre tsunami levels with the true factors being exposed to broader audiences in MICE markets. He said that industry is fully geared to hold MICE operations with the availability of a vast diversity of products in addition to beaches. "Except for a very few tourism plants along the beaches that were structurally damaged, the rest is back in operation after necessary cleaning and clearing,". Medical attention has been so professional (and was also commended by the WHO) preventing any outbreak of diseases etc. Under these circumstances, the continuity of business is the best support that can be extended to Sri Lanka. He added that the Tourist Board's 'Bounce Back' program will also help the MICE industry. The degree of promotional weight needed in various markets is being ascertained and activities, especially short term, are implemented accordingly. On par with the tourism, MICE sector had also progressed reasonably considering the macro environmental constraints such as infrastructural issues and stiff competition from the region. The industry has the capacity to bring over 70000 visitors into the country per annum who are reckoned to be the cream of the tourists thus directly contributing to the efforts of Tourism authorities to place Sri Lanka as a destination for holiday makers of up scale segments. MICE industry, while mitigating the immediate effects of tsunami will continue with its main strategy of promoting its diversity of products, Wanigasekera said. The Industry will work on value added offers and differentiated products. Incentive travels coupled with unique programs such as` Healing through Meditation', 'Wander in Nature', 'Understanding Self', will have real value addition if carried out with authenticity, while it will take a while to match USPS in conference business in Singapore and Malaysia based on infrastructure development paving ways for various positioning viz 'everything within a 15 minute stroll', (Singapore), and `Experience ultimate conference facilities' (Thailand) etc. Europe remains a traditional MICE market for Sri Lanka. Middle East is being tapped. China (which recorded 9.5% growth in 2004) is closely watched until the direct air access commences. South Asia has emerged with increasing travel options. India became a primary market with closer economic and trade ties between the two countries and the expansion program of Sri Lankan Airlines. We invite all other Associations and Institutions in Sri Lanka to respond to the call made by Sri Lanka Convention Bureau to work together to encourage our counter parts to have MICE events here as a positive response towards Sri Lanka following the tsunami," Wanigasekera pointed out. |
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