Sri Lanka set to boost MICE industry credentials

dubai - Sector expected to contribute towards tourism department's revenue target of $10 billion by 2020

Sri Lanka is set to see an influx of foreign visitors in the Meetings, Incentives, Conferencing and Exhibitions (MICE) sector, said Charitha Yattogoda, Consul-General of Sri Lanka in Dubai and Northern Emirates, at a formal gathering of travel agencies under the 'Meet in Sri Lanka' banner last week.

"Sri Lanka now enjoys absolute peace and because of that, we can see a big impact on tourism, with numbers increasing in a grand way. The Sri Lanka Tourism Development Authority has set a target to increase tourism by four million arrivals and up to $10 billion in revenue by 2020. At the moment, we have reached around $3 billion and are aiming to increase this in the years to come," Yattogoda said, adding that opportunities for the MICE industry would contribute towards its goals.

He continued: "We see big potential to promote Sri Lanka. It is home to some of the best properties in the world and serves as a good location for various conferences. In addition, unlike other countries, tourist activities are not limited by season. Sri Lanka is an all-year-round destination, making it fine to travel anywhere. Our country is not that big, but we do have enormous diversity ranging from wildlife, the best beaches and eco-tourism, to name a few."

Ongoing property development, well-connected highways and state-of-the-art infrastructure, coupled with efforts of the Sri Lanka Convention Bureau, are positioning Sri Lanka as an attractive destination for business meetings.

"The Sri Lanka Convention Bureau is fairly independent in driving the MICE industry. We are currently very strong in India in terms of conferences, while we have a lot of incentives coming from this part of the world [Middle East] as well as Europe. For instance, the French Travel Agents Association will host their annual congress in Sri Lanka this year, attracting around 400 to 500 attendees," said Prema Cooray, chairman of the Sri Lanka Convention Bureau, an arm of the Ministry of Tourism Development in Sri Lanka.

SriLankan Airlines too has been playing a role in connecting the UAE to the island country with its vacation-centric wing, SriLankan Holidays.

"Sri Lanka is booming as a tourist destination. There are a lot of things to see and do in terms of beaches, hill country, tea estates, wildlife, whale-watching, etc. Arab families, in particular, are becoming more interested in Sri Lanka. It is great for short breaks, with beautiful boutique hotels that provide big rooms for the entire family with bungalows, complete with ultimate privacy and butlers at their service," said Desiree Premachandra, country manager UAE, SriLankan Airlines.

Yattogoda added: "Sri Lanka is also home to a significant Muslim population, so the country has always been geared to cater to Muslim requirements. The industry knows the importance of Muslim tourists especially from this part of the world [the UAE and the Middle East]. Families can opt for a variety of packages to meet their every need."

- farhana@khaleejtimes.com