The Sri Lanka Convention Bureau (SLCB) recently hosted another groundbreaking MICE Awareness Session (Meetings, Incentives, Conferences and Exhibitions) attracting leading hoteliers and university students from the northern region of Sri Lanka. Over 100 participants from leading hotels, universities and educational institutions participated in the full-day MICE tourism training programs held in Jaffna on 26th and 27th November 2024 in hospitality management.

Both educational sessions marked a significant transformation, shedding its old skin as a forward-thinking platform that aims to serve as a dynamic platform where creativity, innovation, partnership and sustainability are at the center. It was a strategic axis to keep pace with a rapidly developing industry. The two sessions focused on business opportunities, industry knowledge and providing a platform for Sri Lankan MICE entrepreneurs to shine.

In his acceptance speech, Central Bank of Sri Lanka Chairman Dheera Hettiarachchi said, “MICE tourism is critical as we face economic constraints and increasing pressure to deliver greater value and return on investment. The MICE awareness program is not only for knowledge, business and experience, but also makes us more competitive, more inspiring, motivated, meaningful and attractive to improve the quality of the MICE industry and contribute more to the economy and society.

The event was structured around the main activities: Knowledge Exchange, Business Exchange and Experience Exchange. Each section has been meticulously designed to highlight Sri Lanka’s talent in the MICE sector.

Mr. Dheera Hettiarachchi – Chairman Sri Lanka Convention Bureau and Sri Lanka Institute of Tourism and Hotel Management Professor of Marketing Affiliated to the Faculty S. Faculty of Marketing, Management Studies and Commerce, University of Jaffna, Ms. Paddy Paul – Entrepreneur, Managing Director, Golden Isle Pvt Ltd, Mr. Ziyan Ameen – General Manager – Conventions & Exhibitions, Aitken Spence Travels, Mr. Roshanth Selvaraja – General Manager, Thinnai Hotel, Muhunthan – Director, British Hospitality College of Management, Mr. Muthuramesh – General Manager, Northgate Hotel, Mr. Ramachandran Gangaimaran – Assistant Manager, Jetwing Hotel, Jaffna, Ms. Niranjala Alex – Assistant Lecturer Front Office / Lecturer in Charge Sri Lanka Institute of Tourism and Hotel Management (Acting) and Mr. Trevin Moto – On Leave Niches Manager, Fox Resort Jaffna.

A group work was done on the basis of organizing and creating an event on the theme of “Ramayana” focusing on different perspectives to attract tourists by promoting the Northern Province as a tourist destination.

A certificate of participation was issued to all participants at the end of the training.