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Lanka gains from MICE

by Tharika Goonathilake

Sri Lanka is enjoying increasing patronage from international business travellers who have helped net in Rs. 5.2 billion (US $ 54m) revenue to the national coffers last year, mainly from Meetings, Incentives, Conferences and Exhibitions (MICE) tourist traffic.

This is a 71.3 percent increase in revenue over the corresponding period in 2001 which recorded around Rs. 3 billion (US$ 31 million) turnover, Sri Lanka Convention Bureau General Manager S. Gopinath told the Daily News yesterday.

The Convention Bureau, a non-profit marketing and promotional arm functioning under the Ministry of Tourism, is the primary contact point for meeting planners, incentive operators, corporate houses and associations for information, advice and expertise when organising events in Sri Lanka. According to the General Manager, the conducive environment for travel as a result of the peace process gaining momentum and Sri Lanka's attractions and facilities for the MICE travellers have been major contributory factors for this growing interest.

Given the non-seasonal nature, and high spending capacity of MICE travellers, this niche market segment in tourism, is also cited as one of the fastest growing sectors in the travel industry.

" Sri Lanka has been identified as Asia's latest destination for MICE, and events such as `Destination Sri Lanka, Gateway to South Asia' travel market scheduled for later this week, will further bolster the potential of the country," he said.

MICE travel, which accounted for nearly 12 percent of the total tourist traffic to Sri Lanka in 2002, is projected to increase to around 15 percent this year, given the boost from similar international travel and business parleys scheduled to take place in the country within the course of the year.

These include the French Travel Agents Association Annual General Meeting and the Association of Independent Tour Operators of UK Conference among others, expected to draw over 600-700 packs for these conferences.

According to Gopinath, Sri Lanka has already played host to around 15 international conferences so far (2003), with an additional 15 other events on the cards.

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