Unlocking Sri Lanka’s potential as South Asia’s premier MICE destination

By Aazam Ameen

Sri Lanka’s tourism industry stands at a promising phase, with the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector presenting substantial opportunities for economic growth. As the global MICE industry projects expansion from $ 904.30 billion to $ 1.93 trillion by 2032, Sri Lanka is well-positioned to capture a larger share of the burgeoning and lucrative market.

MICE tourism generates significantly higher economic impact than traditional leisure tourism, with business travellers typically spending three times more than regular tourists. The high-value segment creates substantial benefits across multiple sectors, from luxury hotels and conference facilities to restaurants and transportation services, generating a powerful multiplier effect throughout local economies.

Sri Lanka’s strategic location, modern conference facilities, and rich cultural heritage make it an attractive destination for international events. The country has already demonstrated its potential by hosting 81,796 MICE visitors in 2023, contributing to the impressive tourism earnings of $ 3.2 billion from 2.1 million total arrivals in 2024. These numbers reflect growing interest in Sri Lanka as a business events destination, yet they also indicate room for further growth.

The Government’s recent initiative to recognise MICE travellers under the tourist visa category marks an important step forward in facilitating business travel. Building on this progress, industry experts suggest that creating a dedicated MICE visa category could further enhance Sri Lanka’s appeal. Such a category could offer tailored benefits including extended stay periods beyond the standard 30-day tourist visa, for example extending visa timeframe for up to eight months, potentially encouraging longer events and repeat visits.

Regional success stories offer valuable insights into effective MICE tourism development. Singapore, for instance, has implemented a specialised MICE visa program called the Business Events in Singapore (BEiS) scheme, which offers event organisers a dedicated platform for group visa applications. The system enables simultaneous processing of multiple delegate visas and provides extended validity periods of up to six months, facilitating longer stays and repeat visits.

Thailand’s success in attracting 1.2 million MICE visitors in 2024 can be partly attributed to its MICE Visa program, which includes features such as fast-track immigration lanes for business event delegates and special assistance counters at major airports. The Thailand Convention and Exhibition Bureau (TCEB) also provides online visa support services specifically for event organisers.

Malaysia has digitalised its entire MICE visa process through the MyEvents eVisa platform, allowing conference organisers to manage delegate applications through a single portal. The system offers priority processing for approved events and includes features such as group application options and automatic notification systems. Additionally, Malaysia provides visa-free entry for business visitors from key source markets and offers visa extensions for post-event activities.

These regional examples demonstrate how specialised MICE visa frameworks, coupled with digital solutions, can significantly enhance a destination’s appeal to international event organisers.

The potential benefits of an enhanced MICE tourism framework extend beyond immediate visitor spending. International conferences and exhibitions foster knowledge exchange, create business partnerships, and strengthen Sri Lanka’s reputation as a premier business destination. Moreover, successful MICE events often lead to repeat visits and positive word-of-mouth recommendations, creating a sustainable cycle of growth.

As global business travel rebounds post-pandemic, Sri Lanka has an excellent opportunity to establish itself as South Asia’s preferred MICE destination. By building on existing strengths and considering targeted enhancements to its MICE tourism framework, Sri Lanka can unlock significant economic benefits while strengthening its position in the global business events market.

The future of Sri Lanka’s MICE tourism looks promising, with opportunities to develop specialised services and benefits that cater specifically to business travellers. As the sector evolves, continued focus on enhancing visitor experiences and streamlining processes will help Sri Lanka maximise its potential in MICE and thrive from this valuable tourism segment.