Sri Lanka Launches Its First-Ever Conference Ambassador Programme

Accommodation Dubai introduces

Sri Lanka has taken a significant step in positioning itself as a premier global destination for business events with the launch of the Sri Lanka Conference Ambassador Programme (SLCAP).

This initiative, introduced by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB), and Sri Lankan Airlines, marks the country’s entry into a new era of Meetings, Incentives, Conferences, and Exhibitions (MICE) offerings.

The program aims to boost Sri Lanka’s MICE sector and attract international conferences to its shores.

Launched in February 2025, the Sri Lanka Conference Ambassador Programme (SLCAP) seeks to empower local professionals and association leaders to act as ambassadors for the country. With 25 ambassadors already on board, the program will support these leaders in their efforts to secure international conferences for Sri Lanka. By harnessing the expertise and influence of these ambassadors, SLCAP is designed to transform Sri Lanka into a hub for global business events, driving economic growth, sustainability, and knowledge exchange.

During the programme’s launch event, Chief Guest Minister of Foreign Affairs, Foreign Employment, and Tourism, Honourary Vijitha Herath, and Guest of Honour Senthil Gopinath, CEO of the International Congress and Convention Association (ICCA), highlighted the importance of such initiatives in boosting the country’s MICE industry.

SLCAP’s goal is to create a dynamic platform for Sri Lanka to stand out as a competitive destination for international conferences.

The Sri Lanka Conference Ambassador Programme is a collaborative effort between key stakeholders: Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau, and Sri Lankan Airlines.

Mikael Svensson, CEO of Cinnamon Hotels & Resorts, emphasized the role of the programme in positioning Sri Lanka as a top-tier destination for business events.

The Sri Lanka Conference Ambassador Programme places a strong emphasis on sustainable practices, environmental responsibility, and social inclusivity within the MICE sector.

By integrating these values into its strategy, SLCAP sets a new benchmark for business events.

The program will also encourage knowledge exchange through participation in industry events and the nomination of future ambassadors, ensuring its growth and long-term impact.

SLCAP has the potential to generate substantial economic benefits by attracting international conferences that will drive tourism, hospitality, and local industries.

The programme’s long-term objective is to position Sri Lanka as a global destination for business events that offer innovative solutions, high-quality services, and a sustainable future for the MICE sector.

The Sri Lanka Conference Ambassador Programme is a testament to the country’s commitment to boosting its MICE industry and contributing to the global tourism and business community.

With the combined efforts of Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau, and Sri Lankan Airlines, SLCAP is poised to play a key role in transforming Sri Lanka into a leading destination for international conferences.