A groundbreaking national initiative by Cinnamon Hotels & Resorts, Sri Lanka Convention Bureau and SriLankan Airlines
Sri Lanka marked a significant milestone in its journey to becoming a premier destination for international conferences with the launch of the Sri Lanka Conference Ambassador Programme (SLCAP). This first-of-its-kind initiative, presented by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB) and Sri Lankan Airlines, bringing together trusted entities to promote Sri Lanka as a global hub for business events.
The programme was attended by the Chief Guest, Deputy Minister of Tourism Hon Ruwan Chaminda Ranasinghe and the Guest of Honour, Senthil Gopinath, Chief Executive Officer of the International Congress and Convention Association (ICCA).
The Sri Lanka Conference Ambassador Programme is designed to empower and engage local association leaders and professionals to act as ambassadors, advocating for Sri Lanka on the global stage. With 25 ambassadors already onboarded, SLCAP will identify and support influential leaders in their fields to attract international conferences to Sri Lanka. The program aims to transform the country’s Meetings, Incentives, Conferences, and Exhibitions (MICE) landscape, driving economic growth, promoting sustainability and knowledge exchange.
Speaking on launching SLCAP, Chief Executive Officer of Cinnamon Hotels & Resorts, Mikael Svenssoncommented “As a destination expert committed to providing holistic and expertly curated travel experiences, Cinnamon Hotels & Resorts is proud to present this transformative initiative together with the Sri Lanka Convention Bureau and Sri Lankan Airlines. Our deep-rooted local knowledge and personalised approach allow us to showcase Sri Lanka’s unique offerings to the world, elevating it as a premier destination for international conferences. With Cinnamon Life at City of Dreams Sri Lanka adding capacity to host up to 5,000 delegates under one roof, we are driving Sri Lanka’s MICE industry and positioning the country, as the region’s go-to hub for business events. Together with our partners and Ambassadors, SLCAP will create a dynamic platform that will only strengthen the country’s MICE capabilities and its appeal.”
Highlighting the strategic objectives of the SLCAP programme, the Chairman of the Sri Lanka Convention Bureau and Sri Lanka Institute of Tourism and Hotel Management, Dheera Hettiarachchi states, “SLCAP represents a bold step forward in our mission to position Sri Lanka as a global MICE destination. By motivating and equipping local association leaders to bid for international conferences, we can bring significant economic and social benefits to the country, creating a ripple effect across industries.”
Commenting on the partnership for this national initiative, the Chief Executive Officer of Sri Lankan Airlines, Richard Nuttall, “Sri Lankan Airlines is delighted to support SLCAP by offering logistical support and connectivity to potential conferences and delegates. This programme not only strengthens Sri Lanka’s global reach but also aligns with our vision to connect the world to the best of Sri Lanka.”
The role of the ambassadors under SLCAP is to actively promote Sri Lanka as a business events destination, assist in preparing bids and proposals to secure international conferences, engage in knowledge exchange by participating in industry events and nominate future ambassadors to sustain and grow the programme. SLCAP also emphasises the importance of sustainable practices, environmental responsibility and social inclusivity within the MICE sector, setting a benchmark for the industry.
Industry initiatives such as SLCAP has the potential to generate substantial economic impact by attracting international conferences that contribute to local industries, tourism and knowledge exchange. The programme focuses on demonstrating how Sri Lanka can fulfill the objectives of global conferences, positioning the country as a dynamic and compelling destination for business events.
Cinnamon Hotels & Resorts, as a leading hospitality brand, has been instrumental in refining the tourism and hospitality sector in Sri Lanka. Through SLCAP, the programme integrates hospitality, infrastructure and strategic vision to elevate Sri Lanka as a world-class destination for business events with like-minded partners.
SLCAP is set to transform Sri Lanka’s MICE industry by leveraging the expertise and influence of its local ambassadors. The collaboration between Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau and Sri Lankan Airlines reflects a shared commitment to driving the nation’s tourism and hospitality sectors forward, while positioning Sri Lanka as a leading global destination for international conferences.
