A National Initiative by Cinnamon Hotels & Resorts, Sri Lanka Convention Bureau, and SriLankan Airlines
Sri Lanka has taken a significant step toward establishing itself as a premier global destination for international conferences with the launch of the Sri Lanka Conference Ambassador Programme (SLCAP). This pioneering initiative, presented by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB), and SriLankan Airlines, aims to position the country as a leading hub for business events.
The launch event, held today, was attended by the Chief Guest, Minister of Foreign Affairs, Foreign Employment, and Tourism, Honorary Vijitha Herath, Deputy Minister of Foreign Affairs, Foreign Employment, and Tourism, Honorary Ruwan Ranasinghe, alongside Guest of Senthil Gopinath, Chief Executive Officer of the International Congress and Convention Association (ICCA).
SLCAP is designed to empower local association leaders and professionals, enlisting them as ambassadors to promote Sri Lanka on the global stage. With 25 ambassadors already onboard, the programme will strategically identify and support key influencers across industries to attract international conferences. The initiative seeks to transform the country’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, contributing to economic growth, sustainability, and knowledge exchange.
Speaking at the launch, Mikael Svensson, Chief Executive Officer of Cinnamon Hotels & Resorts, stated, “As a destination expert dedicated to providing holistic travel experiences, Cinnamon Hotels & Resorts is proud to introduce this transformative initiative in collaboration with the Sri Lanka Convention Bureau and SriLankan Airlines. Our expertise in the local market allows us to showcase Sri Lanka’s unique offerings, strengthening its position as a premier venue for international conferences. With Cinnamon Life at City of Dreams Sri Lanka capable of hosting up to 5,000 delegates under one roof, we are poised to drive the country’s MICE industry forward. Together with our partners and ambassadors, SLCAP will create a dynamic platform that enhances Sri Lanka’s global appeal.”
Dheera Hettiarachchi, Chairman of the Sri Lanka Convention Bureau and Sri Lanka Institute of Tourism and Hotel Management, highlighted the strategic vision behind the programme: “SLCAP is a bold step forward in positioning Sri Lanka as a global MICE destination. By equipping local leaders to bid for international conferences, we can unlock economic and social benefits, creating a positive impact across various sectors.”
Richard Nuttall, Chief Executive Officer of SriLankan Airlines, expressed the airline’s commitment to the initiative, stating, “SriLankan Airlines is proud to support SLCAP by providing logistical support and global connectivity for conferences and delegates. This initiative strengthens Sri Lanka’s international reach while aligning with our mission to showcase the best of the country to the world.”
The ambassadors of SLCAP will play a crucial role in advocating for Sri Lanka as a business events destination. Their responsibilities include assisting in the preparation of bids and proposals, engaging in industry events, and nominating future ambassadors to ensure the programme’s sustainability. The initiative also places strong emphasis on sustainable practices, environmental responsibility, and social inclusivity within the MICE sector, setting new industry benchmarks.
Industry experts anticipate that SLCAP will generate substantial economic benefits by attracting international conferences that contribute to local businesses, tourism, and knowledge-sharing initiatives. By demonstrating how Sri Lanka can meet the objectives of global conferences, the programme aims to solidify the country’s reputation as a competitive and dynamic business event destination.
Cinnamon Hotels & Resorts, a leading hospitality brand in Sri Lanka, continues to play a pivotal role in advancing the nation’s tourism and hospitality industry. Through SLCAP, the programme integrates hospitality, infrastructure, and strategic vision to position Sri Lanka as a world-class business events destination.
The collaboration between Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau, and SriLankan Airlines underscores a shared commitment to elevating Sri Lanka’s global standing in the MICE industry. As the programme unfolds, it is set to redefine the nation’s role as a key player in the international conference and business events landscape.
