Sri Lanka Enhances MICE Leadership with Launch of Ambassador Programme in UAE
The Consulate General of Sri Lanka in Dubai, in partnership with the Embassy of Sri Lanka in the UAE, Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB), and SriLankan Airlines, officially introduced the UAE branch of the Sri Lanka Conference Ambassador Programme (SLCAP) on April 29, 2025. This initiative aims to elevate Sri Lanka’s status as a premier MICE destination in South Asia by leveraging international professional networks.
After its initial launch in Colombo earlier this year, the UAE chapter represents a significant step in broadening the global reach of the Sri Lanka Conference Ambassador Programme. Ten distinguished Sri Lankan professionals were named as Conference Ambassadors for the years 2025/2026, receiving their appointment letters in an event held at the Consulate General, which was followed by a networking dinner.
The gathering was attended by a diverse group of stakeholders, including industry organizations such as the Dubai Chamber of Commerce and the Sri Lanka Business Council UAE, airline partners including SriLankan Airlines, Air Arabia, and Air Canada, travel and logistics companies like Anta Travels, Al Hind Travels, and DNATA, as well as corporate representatives from KPMG, Danube Group, Aster Pharmaceuticals, Barakat Group, and Damani Group. Influencers and members of the media were also present to support the initiative.
Through this initiative, Sri Lanka aims to revamp its MICE sector into a significant economic contributor, utilizing its exceptional infrastructure, rich cultural heritage, and strategic location to attract international events. A key component of this vision is Cinnamon Life – City of Dreams, the largest integrated resort in South Asia, which offers over 160,000 square feet of dedicated MICE space, thus transforming the landscape of business events in the region. With 25 ambassadors already engaged across significant global cities, the programme is creating new avenues to draw high-profile international gatherings to Sri Lanka.
The evening began with an introductory speech by the Consul General of Sri Lanka in Dubai, Alexi Gunasekera, who underscored the importance of establishing Sri Lanka as a top-tier MICE destination in the area. He expressed gratitude to all partners for their ongoing collaboration and support in this national endeavor. Moreover, he emphasized that the newly appointed Conference Ambassadors play a crucial role in promoting MICE tourism in Sri Lanka by leveraging their professional expertise, networks, and close ties with key industry partners to attract international events, thereby enhancing Sri Lanka’s position in the global MICE arena.
Hishan Singhawansa, the upcoming Chief Executive Officer of Cinnamon Hotels & Resorts, addressed the attendees, stating, “We consider the Conference Ambassador Programme as a pivotal element in transitioning Sri Lanka from a tourist favorite to a global business event hub. The UAE launch signifies the increasing confidence in our MICE capabilities, and we are dedicated to providing world-class infrastructure, forming strong partnerships, and empowering our ambassadors.”
Dileep Mudadeniya, Senior Vice President for Global Alliances and Partnerships of John Keells Leisure and Head of Corporate Affairs of the John Keells Group, shared valuable insights about the Conference Ambassador Programme, detailing the roles of the appointed ambassadors as well as the support systems established to assist them.
Jayantha Abeysinghe, the Regional Manager for the Middle East at SriLankan Airlines, also spoke at the event, affirming the airline’s commitment to advancing Sri Lanka’s MICE strategy. He highlighted the significance of connectivity in promoting the island as a leading global events destination. He reiterated SriLankan Airlines’ readiness to collaborate in ensuring smooth travel experiences for international delegates and MICE travelers, noting that the airline is well-equipped to provide direct connections from all major locations in the Middle East, with convenient departure times suitable for group movements, thus enhancing the convenience of MICE travel.
The inauguration of the Sri Lanka Conference Ambassador Programme in the UAE signifies a pivotal achievement in the country’s mission to market itself as a sought-after destination for international conferences and meetings, fostering sustainable economic development and fostering global connections.