Southern MICE Expo launched to elevate region’s appeal

Pic by Pradeep Pathirana

• Set to showcase Southern Province as premier MICE destination

The Southern MICE Expo 2024 is scheduled to take place form the May 27th to 31st.
Southern MICE Expo 2024 is organized by the Sri Lanka Convention Bureau (SLCB) with acknowledgement from the Ministry of Tourism and Lands, positioning Sri Lanka’s southern region as the primer destination for Meetings, Incentives, Conferences, Exhibitions and Events (MICE).  
The event purposes to elevate the region’s appeal as the hub for business tourism. Southern MICE Expo 2024 will provide a unique platform for international MICE agents and media to explore the vast potential of theSouthern region. 
SLCB has invited 115 MICE buyers, along with media representatives from various international markets to be present at Southern MICE Expo 2024. 
The invitation includes India, China, Pakistan, Germany, Russia, France, the UK, Turkey, UAE, Bangladesh, Qatar, Malaysia, Japan, Iran and Singapore, to name a few. 
The event is expected to  provide an exceptional networking opportunity, including business forum, B2B, theme night and the familiarization tour of the Southern region. Southern MICE Expo will provide an opportunity to local vendors to establish partnerships with their foreign counterparts. Accordingly, a subsidized participation package rate will be offered to the local participants.  

Expressing unwavering support, Tourism, Lands, Sports and Youth Affairs Minister Harin Fernando said, “We take pride in supporting the SLCB as it works to showcase Sri Lanka’s amazing Southern Province as a promising destination for MICE tourism. 
In a world where business events are dynamic, Southern MICE Expo 2024 aspires to bring stakeholders together and serve as a gateway to unparalleled MICE experiences in Sri Lanka, supporting local economies and leaving a lasting impact on guests and event hosts.”
Secretary to the Ministry of Tourism and Lands, H.M.B.P.  Herath added, “Southern MICE Expo 2024 will help to uplift the economy and become a catalyst for positive change. It will help the MICE tourism market see value in Sri Lanka as an accessible and affordable MICE destination, complemented bya unique culture and history, plenty of natural beauty, and a choice of novel experiences. 
I trust that Southern MICE Expo 2024 will be an excellent platform for local and foreign tourism service providers to connect, network, grow together and showcase what Sri Lanka has to offer MICE travellers as a destination.”
Discussing the significance and scope of the event, Thisum Jayasuriya – Chairman of the SLCB explained, “The Southern Region, with its distinctive blend of vibrant culture and coastal beauty, provides an idyllic MICE destination – with immense potential to reach the world through people’s social media feeds. 
Additionally, with sustainability being at the core of what we do, our focus lies in uplifting local economies and leaving a lasting and prosperous impact on local businesses. Accordingly, we have started hosting expos in various parts of the island not only to highlight that particular region but also to facilitate uplifting local economies. We are moving away from the traditional way of doing things and offering more immersive experiences that include local businesses and communities. 

The SLCB thus extends a warm invitation and its fullest support to any international agent interested in participating in this event.”
Based on the success of the previous MICE Expos, SLCB is naturing the brand “MICE Expo” in line with the SLCB mandate to position Sri Lanka as the premier MICE Destination.  The initial concept was launched in 2021 as the virtual MICE Expo during the global pandemic.  This was followed by in person MICE Expo Colombo Edition as well as Northern MICE Expo 2023.  Going forward, SLCB intends to capture the global MICE tourism market, through MICE Expo events in other regions such as the Central Highlands and the Cultural Triangle.