The fifth edition of the Sri Lanka MICE Expo officially opened in Colombo on Monday (September 22, 2025), marking a new milestone in Sri Lanka’s fast-growing Meetings, Incentives, Conferences and Exhibitions (MICE) industry.
The day began with a welcome lunch at the ITC Ratnadeepa. The foreign guests were then taken on a Colombo City Experience Tour and visited the city’s key MICE venues.
The evening programme began with a welcome address by Sri Lanka Convention Bureau (SLCB) Marketing Manager Malkanthi Welikala. The organisation’s Senior Manager and Acting General Manager Achini Dandunnage presented Sri Lanka as a potential MICE destination.
This was followed by a panel discussion on “Sri Lanka’s MICE Tourism Strategy”. It was moderated by Dilip Mudadenia, Chairman of the Tourism Advisory Council. The discussion was attended by Dheera Hettiarachi, Chairman of the Sri Lanka Convention Bureau and SLITHM, Buddhika Hiwawasam, Chairman of the SLTPB and SLTDA, Bobby Jordan Hansen, Vice President of SLAITO, and Saminda Perera, Head of Marketing, Sri Lankan Airlines.
Speaking at the panel discussion, Dheera Hettiarachi, Chairman of the Sri Lanka Convention Bureau, said, “The MICE sector has been identified as a major economic pillar under the current government’s policies. The country’s economic growth is stable at 4.9 percent, interest rates are low and investments are increasing. In this context, we are implementing multiple strategies to take the MICE sector forward. Simplifying visa and investment policies, increasing the capacity of the national airline—all are part of building a sustainable MICE industry for the future.”
“We are shifting away from general tourism and focusing on high-spending and experiential tourists,” said Dilip Mudadenia, the organizer. “While India is our largest MICE market, we are working on developing diverse products including wedding tourism, marine tourism, wildlife and nature-based tourism, so that tourists spend more and have a richer experience.”
“We receive financial and documentation support from the Convention Bureau for every convention or MICE event. Our scope of work has expanded through public-private partnerships. However, it is now important to develop convention centers not only in Colombo but also at the regional level. This will expand the benefits of tourism across the country and create new markets.”
The discussion also revealed that the preferences of Generation Z tourists have now changed. They are more inclined towards experiential travel, local culture, community-based tourism, sustainability, wellness and technology-based services. For this reason, Sri Lanka is implementing sustainable standards in the tourism sector, promoting community tourism and introducing experiential products.
Speakers expressed hope that through this event, Sri Lanka will be able to further enhance its potential in the international MICE market and open up new horizons for tourism revenue nationwide.
