Sri Lanka launches first-ever Conference Ambassador Program

 Newly appointed 25 Ambassadors for the Sri Lanka Conference Ambassador Program 

From left: SriLankan Airlines CEO Richard Nuttall, SLCB and SLITHM Chairman Dheera Hettiarachchi and Cinnamon Hotels & Resorts Deputy CEO and Chief Operating Officer Hishan Singhawansa at the official MoU signing for the newly launched Sri Lanka Ambassador Program 

• Groundbreaking national initiative by Cinnamon Hotels & Resorts, Sri Lanka Convention Bureau and SriLankan Airlines

First-of-its-kind initiative the Sri Lanka Conference Ambassador Program (SLCAP) was launched on Wednesday by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB) and SriLankan Airlines.

The trusted entities have come together to promote Sri Lanka as a global hub for business events.

The launch of the program was attended by the Chief Guest, Tourism Deputy Minister Deputy Minister Prof. Ruwan Ranasinghe and the Guest of Honour International Congress and Convention Association (ICCA) Chief Executive Officer Senthil Gopinath.

The Sri Lanka Conference Ambassador Program 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.

Cinnamon Hotels & Resorts CEO Mikael Svensson said: “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 SriLankan 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.”

Sri Lanka Convention Bureau and Sri Lanka Institute of Tourism and Hotel Management Chairman Dheera Hettiarachchi said: “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.”

SriLankan Airlines CEO Richard Nuttall said: “SriLankan Airlines is delighted to support SLCAP by offering logistical support and connectivity to potential conferences and delegates. This program 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 program. 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 program 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.

Pix by Shehan Gunasekera