Comment:

Event of the Year

It has been just one year since Sri Lanka eradicated the scourge of terrorism from its soil. This period has seen several changes, including the election of a stable Government. Tourist arrivals have increased, the North is fully integrated with the rest of the country, more investors are coming in and there is a general air of peace and freedom.

With the onset of peace and political and social stability, Sri Lanka is fast emerging as a leading MICE (Meetings, Incentives, Conventions and Exhibitions) destination in the South Asian region. The recent International Trade Fair in Jaffna attracted thousands of visitors from here and abroad and so did the Boat Show held in Colombo. The main convention centres in Colombo such as the BMICH and SLECC remain solidly booked for regional and international events.

What is immediately not apparent is that MICE events invariably generate tourist traffic. Most visitors bring their spouses and even children along and once the business event is over, spend a couple of days holidaying. They spread the good word once they return to their countries. Sri Lanka recorded an average growth of 50.3 per cent increase in tourism during the first quarter this year compared to the same period in 2009 and more events usually translate into higher tourist traffic.

In this context, one of the biggest events ever to be held in Sri Lanka will be the International Indian Film Academy (IIFA) Awards 2010. This is the first time that the event, generally seen by 600 million people in 110 countries on TV, is coming to Sri Lanka, although the two countries are just kilometers away.

The IIFA to be held from June 3 to 5 will generate a massive amount of buzz on Sri Lanka, with more than 600 Indian film personalities gracing the occasion. The media interest will be unprecedented, given the global reach of Bollywood.

What is even more creditworthy is that it was a hotly contested race with Abu Dhabi, Australia, Korea and South Africa also campaigning heavily. The fact that Sri Lanka was able to beat those countries speaks volumes about Colombo’s emerging reputation as a MICE hub. The IIFA will give unprecedented tourism and investment mileage to Sri Lanka. The PR mileage alone is valued at over US$ 50 million. Economic Development Deputy Minister Lakshman Yapa Abeywardene has said the country can expect 14 times the benefits of the investment with the IIFA being held in Sri Lanka. This is an ideal opportunity to show that the country is peaceful, stable and comfortable. The media exposure alone will be significant. Apart from the live television coverage, the extensive press coverage will spotlight Sri Lanka’s myriad attractions. Over 300 media personnel from around the world will congregate in the country for the much anticipated event.

This will hopefully pave the way for a boost in the tourism and hospitality industries. Employment opportunities are expected to increase in these sectors, coupled with a distinct rise in tourist arrivals.

The investment sector will also benefit through the high-profile FICCI IIFA Global Business Forum, also scheduled during the IIFA weekend. This will be attended by India’s key businessmen, offering a platform to Sri Lankan industries to showcase a diverse range of products, services and investment opportunities. Colombo in particular will benefit by way of infrastructure development to facilitate transport, accommodation and the staging of the event, at the Sugathadasa Indoor Stadium. It is somewhat surprising that the Stadium has not been projected all these years as a truly world-class conventions venue.

The IIFA is likely to change this situation. Incidentally, this is the first time that Colombo is getting a facelift after the SAARC Summit in August 2008. The IIFA will pave the way for many other global events to be held in this country.

With new convention venues coming up in various cities including Hambantota, Sri Lanka will cement its reputation as a fully-equipped MICE destination. This will in turn increase business and leisure travel to the island.

The tourism and business bodies should actively canvass to get more international events to the country, which is on its way to become a front ranking nation in Asia.

Pramod de Silva