Sri Lanka Convention Bureau Holds the Successful Southern MICE Expo 2024

Southern MICE EXPO 2024

The Southern MICE EXPO 2024, held earlier this year, was organised by the Sri Lanka Convention Bureau in association with Sri Lanka Tourism. It was held to promote southern Sri Lanka as an ideal destination for Meetings, Incentives, Conferences, and Exhibitions (MICE).

The Minister of Tourism, Lands, Sports, and Youth Affairs, Mr Harin Fernando spoke about the positive value of the expo: “The Southern MICE Expo 2024 seeks to be more than just an event; it will serve as a gateway to extraordinary experiences, strengthening local economies and leaving a lasting impression on all participants.”

Chairman of the Sri Lanka Convention Bureau, Mr Thisum Jayasuriya said “The Southern Region, with its vibrant culture and breathtaking coastal landscapes, is a prime MICE destination with immense potential to engage a global audience through social media.”

Mr. Krishantha Fernando, General Manager of the Sri Lanka Convention Bureau, spoke of the development of MICE events in Sri Lanka: “During COVID-19, we held the first MICE Expo virtually, attracting over 250 buyers and 70 local vendors. The success of the first in-person Sri Lanka MICE Expo in 2023 inspired us to concentrate on regional promotions, including the northern region. The high demand for the southern region’s stunning beaches and abundant wildlife, such as Yala National Park, made organizing the Southern MICE Expo the obvious next step.”

Chalaka Gajabahu, Chairman of the Sri Lanka Tourism Promotion Bureau highlighted the growth of Sri Lanka’s tourism industry: “We came just 10,000 short of our 2023 target of 1.5 million arrivals. This year, we are on course to exceed our peak of 2.3 million visitors set in 2018.” He spoke of the importance of India as Sri Lanka's largest tourism market  tourism growth. "The Indian outbound MICE market is expected to reach USD 13.4 billion by 2031. This is why we are prioritizing the Indian market,” Gajabahu added.

After the business meetings, the travel trade professionals and media representatives from 15 countries explored the southern region of Sri Lanka, including Galle Fort, Hambantota and Yala National Park.