Sri Lanka Tourism recently hosted an exclusive business-to-business (B2B) networking event at the Taj Krishna in Hyderabad on July 1st, 2025. This initiative, spearheaded by the Sri Lanka Convention Bureau (SLCB) under the Sri Lanka Tourism Promotion Bureau, aimed to bolster Sri Lanka’s position as a prime destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) in the Indian market.
The event brought together leading Indian travel professionals, including MICE planners, corporate travel specialists, and travel trade partners, with a robust delegation from Sri Lanka. The Sri Lankan contingent featured officials from the SLCB, 20 Destination Management Companies (both leisure and MICE-focused), prominent hotels and resorts, tour operators, and various service providers. These participants engaged in dynamic interactions and networking with their Indian counterparts and media representatives.
Fostering Stronger Partnerships
The primary goal of this roadshow was to strengthen the existing relationship between Sri Lanka and India, fostering mutually beneficial collaborations within the expanding tourism and MICE sectors. India is a critical market for Sri Lankan tourism, evidenced by the significant influx of Indian visitors, with 204,060 arrivals recorded between January and May 31st, 2025. This substantial number highlights India’s crucial role in the overall surge of tourist arrivals to Sri Lanka.
The roadshow specifically targeted Hyderabad to establish a lasting brand presence for Sri Lanka. By showcasing the country’s diverse tourism offerings, varied attractions, and advancements in its MICE infrastructure, the event aimed to reinforce Sri Lanka’s appeal as a year-round MICE destination. The emphasis was on highlighting Sri Lanka’s readiness and capability to host world-class business events. This strategic outreach aligns with Sri Lanka’s broader promotional efforts to intensify engagement with Indian travelers, leveraging India’s status as one of its largest key markets.
Mrs. Harsha Ruparathne, Acting Deputy High Commissioner, Sri Lanka Deputy High Commission in Chennai, India, emphasized Sri Lanka’s growing appeal beyond leisure: “Sri Lanka is widely recognized as an exciting and diverse holiday destination by all global visitors, and now it is a most sought-after venue for Meetings, Incentives, Conferences, and Exhibitions. With India’s economy on an upward trajectory, Sri Lanka stands to benefit immensely by integrating into India’s growth story through joint ventures, increased exports, and deeper economic linkages through tourism. Therefore, we welcome Indian travelers to visit Sri Lanka to revitalize its economy for shared prosperity as its closest neighbour.”
Mr. Dheera Hettiarachchi, Chairman, Sri Lanka Convention Bureau, highlighted the country’s logistical advantages: “Sri Lanka is an excellent MICE destination due to its proximity and strong connectivity, making it a cost-effective and appealing option for meetings, incentives, conferences, and exhibitions. These roadshows will showcase Sri Lanka’s growth and help strengthen ties with India. India continues to be a top priority source market for Sri Lanka’s MICE sector. Events like these allow us to forge meaningful collaborations with Indian travel leaders.”
Mr. Fawzan Fareid, Regional Manager India, Bangladesh & Nepal, SriLankan Airlines, underscored the importance of the MICE segment: “MICE movement out of India is a goldmine contributing nearly 15 -20% of the total outbound leisure travel market. We’ve observed a strong upward trend in MICE travel from India to Sri Lanka with a growth of over 30% in recent months. At SriLankan Airlines, we’re extremely excited to partner with the Sri Lanka Convention Bureau to double MICE arrivals to Sri Lanka. A series of roadshows across key Indian cities will undoubtedly boost our efforts and reinforce Sri Lanka’s position as a leading MICE destination in the region.”
Successful Outcomes and Future Prospects
The networking evening proved to be a significant success, facilitating direct one-on-one interactions between Sri Lankan tourism partners and Indian MICE planners, corporate travel specialists, and travel trade partners. Attendees received up-to-date information on the latest infrastructure developments, attractive incentives, and streamlined travel facilitation processes designed to enhance the MICE experience in Sri Lanka.
This successful roadshow marks a crucial step in the SLCB’s strategic efforts to further penetrate the lucrative Indian outbound MICE market. With increasing air connectivity between the two nations and a strong shared cultural affinity, Sri Lanka is well-positioned to cement its role as a premier MICE partner for Indian corporates and travel planners.
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