Sri Lanka yesterday launched the Sri Lanka Conference Ambassador Program (SLCAP), an initiative aimed at positioning the country as a leading destination for international conferences.
Organisers Cinnamon Hotels & Resorts, supported by the Sri Lanka Convention Bureau (SLCB) and SriLankan Airlines, are seeking to leverage industry expertise to attract global business events.
SLCAP is the first initiative of its kind in Sri Lanka, and it consolidates efforts to revitalize the country’s Meetings, Incentives, Conferences and Exhibitions (MICE) sector as it looks to boost tourism and economic growth.
The program is designed to empower and engage local association leaders and professionals to act as ambassadors representing Sri Lanka on the global stage. SLCAP, which already has 25 ambassadors involved, will continue to identify and support influential leaders in their fields to attract international conferences to Sri Lanka.
The main objective of the program is to transform the country’s MICE landscape, accelerate economic growth, promote sustainability and knowledge exchange.
The role of the Ambassadors under SLCAP is to actively promote Sri Lanka as a business event destination, assist in the preparation of bids and proposals to secure international conferences, engage in knowledge exchange by participating in industry events and nominate future Ambassadors to maintain and grow the program. SLCAP emphasizes the importance of sustainable practices, environmental responsibility and social inclusion within the MICE sector, setting a benchmark for the industry.
Through tailored resources, strategic guidance and extensive collaboration, SLCAP equips Ambassadors to attract international conferences, promote knowledge exchange and sustainable practices in the MICE sector. By combining the expertise of its partners, SLCAP aims to advance Sri Lanka’s commitment to business tourism, economic growth and innovation, while showcasing the country’s unique offerings on the global stage.
Commenting on the initiative, SLCB and Sri Lanka Institute of Tourism and Hotel Management Chairman Dheera Hettiarachchi said that SLCAP represents a further step in positioning the island as a global MICE destination.
“By motivating and equipping local association leaders to bid for international conferences, we are able to bring significant economic and social benefits to the country that can have a ripple effect across industries,” he said.
Michael Swenson, CEO of Cinnamon Hotels & Resorts, said, “As a destination specialist committed to delivering holistic and expertly crafted travel experiences, Cinnamon Hotels & Resorts is proud to partner with SLCB and SriLankan Airlines to deliver this transformative initiative.
“With the addition of the ability to bring up to 5,000 Sri Lankan delegates under one roof, we are driving the MICE industry in Sri Lanka and positioning the country as the region’s leading hub for business events. Together with our partners and ambassadors, SLCAP will create a dynamic platform that will strengthen the country’s MICE capabilities and its appeal,” he said.
Meanwhile, SriLankan Airlines CEO Richard Nuttall said that the program not only strengthens Sri Lanka’s global reach, but also aligns with the national airline’s vision of connecting the world with the best of Sri Lanka.
