Sri Lanka has taken a major step toward establishing itself as a premier international conference destination with the launch of the Sri Lanka Conference Ambassador Programme (SLCAP). This groundbreaking initiative, introduced by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB), and Sri Lankan Airlines, aims to position the country as a global hub for business events.
The programme, launched earlier this month, was attended by Minister of Foreign Affairs, Foreign Employment, and Tourism, Honourary Vijitha Herath, alongside Senthil Gopinath, CEO of the International Congress and Convention Association (ICCA). SLCAP is designed to empower local industry leaders and professionals to serve as ambassadors, advocating for Sri Lanka as an ideal destination for international conferences. With 25 ambassadors already onboard, the initiative will identify and support influential figures in attracting global business events, ultimately transforming Sri Lanka’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
Mikael Svensson, CEO of Cinnamon Hotels & Resorts, highlighted the impact of the initiative, stating, “As a hospitality leader committed to curating exceptional travel experiences, we are proud to present SLCAP in collaboration with the Sri Lanka Convention Bureau and Sri Lankan Airlines. With our expertise and infrastructure—including Cinnamon Life at City of Dreams Sri Lanka, which can host up to 5,000 delegates under one roof—we are driving the MICE industry forward and reinforcing Sri Lanka’s position as a top destination for business events.”
Chairman of the Sri Lanka Convention Bureau and Sri Lanka Institute of Tourism and Hotel Management, Dheera Hettiarachchi, emphasized the strategic vision behind SLCAP. “By equipping local association leaders to bid for international conferences, SLCAP will create significant economic and social benefits for Sri Lanka, strengthening its global standing in the MICE industry,” he said.
Supporting the initiative, Sri Lankan Airlines CEO Richard Nuttall stated, “Sri Lankan Airlines is proud to back SLCAP by providing logistical support and enhanced connectivity for conference delegates. This initiative aligns with our mission to connect the world to the best of Sri Lanka and boost the country’s global presence.”
Under SLCAP, ambassadors will actively promote Sri Lanka as a business events destination, assist in securing international conferences, participate in knowledge exchange at industry events, and nominate future ambassadors to sustain the programme’s growth. Sustainability is a core focus of the initiative, with an emphasis on environmental responsibility and social inclusivity within the MICE sector.
SLCAP is expected to generate a substantial economic impact by attracting international conferences that benefit local industries, tourism, and knowledge exchange. By showcasing Sri Lanka’s ability to meet global conference objectives, the programme enhances the country’s appeal as a dynamic and competitive business events destination.
Cinnamon Hotels & Resorts, a key player in Sri Lanka’s hospitality industry, has been instrumental in refining tourism and infrastructure to support the MICE sector. Through SLCAP, the collaboration with the Sri Lanka Convention Bureau and Sri Lankan Airlines integrates hospitality, strategic vision, and business event capabilities to elevate Sri Lanka’s position on the global stage.
This initiative is set to transform Sri Lanka’s MICE industry by leveraging local expertise and fostering international collaborations. With SLCAP, Sri Lanka is taking a decisive step toward becoming a preferred destination for world-class conferences and business events.
