Sri Lanka enters Russian mice market

The Sri Lanka Convention Bureau entered the Russian Meetings Incentives Conferences and Exhibitions (MICE) market with the participation in the MICE forum and Moscow International Travel and Tourism Exhibition (MITT) which was held recently.

“We waited for the right time and moved in at the most opportune occasion when two important events were taking place MICE forum and MITT,” General Manager of Sri Lanka Convention Bureau Vipula Wanigasekera said.

Currently the Russian commercial sector accounts for a vast number of meetings and incentive groups that travel abroad.

The MICE Business from Russia is therefore expanding while being rated to be a multi-million dollar business which does not follow traditional operational mechanisms.

The Moscow International MICE Forum held on March 17, brought in high level international specialists in addition to the Russian buyers.

The event was conveniently organized one day before the MITT so that the buyers and sellers could proceed to MITT Immediately after the MICE Forum.

Sri Lanka Embassy led by Sri Lanka’s envoy Udayanga Weeratunga played a key role in Sri Lanka’s participation in both events which were also complimented by the Sri Lanka Tea service drawing a large number of visitors to Sri Lanka pavilion.

Through our research, we have identified the specialized companies organizing corporate meetings and incentive travel out of Russia, Wanigasekera said.

“We would follow up all the contacts made during this period in Moscow and entice to persuade the Russians to choose Sri Lanka,” he said.

“We are confident that we could deliver what we promise to the buyers in the MICE sector,” he said.

According to MICE industry SriLankan should decides to place a direct flight as there are no direct flights to Russia and that is important to promote MICE tourism.

“We also encouraged the Sri Lankan industry members who participated in the show, to work with us so that there will be a lot of synergy in our efforts which would result in not only bringing new business from the Russian market but also enhancing our ability to delight the visitors which is the key factor to the success of meetings and incentive industry”, he said.

SLCB enters this market at a time the Tourism authority is working diligently, in line with the vision of Tourism Minister Milinda Moragoda backed by Deputy Faizser Musthapha to promote non traditional markets such as Russia, Iran, China and Middle East.

The Sri Lankan industry was represented by Ceylon Tours, Maldiviana, Jetwing, Aitken Spence, Exotic Vacations, Walkers, Tangerine,The Fortress, Taj Hotels, Asian Adventure, Lanka Ptrincess, Exotic Global Holidays, Lanka Sportsreizen, Explore Asia, Heritage Expediciones and Baur and Copmany while Sri Lanka Embassy in Moscow and Sri Lanka Convention Bureau represented the state.