A three-year strategy covering 2024–2026 has been unveiled by the Sri Lanka Convention Bureau (SLCB) as its inaugural Road Map for Meetings, Incentives, Conferences and Exhibitions (M!CE) Tourism. With an 11 per cent rise from 2023, the ambitious goal is to produce 20 per cent of visitor arrivals through M!CE events. The project, which involves cooperation between the public and commercial sectors, represents a critical turning point in Sri Lanka’s tourist growth. The SLCB gathered viewpoints and insights by interacting with industry representatives, specialists, and Key Opinion Leaders (KOLs). A comprehensive report summarising the outcomes of these meetings has been created, outlining roles and action items for easy implementation.
