Strengthening Northern Region MICE Capacity: SLCB Collaborates with Northern Province Tourism Bureau and University of Jaffna
In line with its annual activity plan, the Sri Lanka Convention Bureau (SLCB) successfully conducted two major MICE capacity-building programmes in the Northern Province on 26 and 27 November 2025, aimed at enhancing industry knowledge, promoting innovation, and positioning the region as a future-ready MICE destination.
On 26 November, a full-day training programme for regional hoteliers was held at the North Gate Hotel in collaboration with the Northern Province Tourism Bureau (NPTB). Nearly 30 hospitality professionals participated, gaining insights into digital-age event planning, MICE customer engagement, sustainable event practices, and experiential event design. A highlight of the session was the interactive group activity on “Designing Sustainable Events Using Digital Marketing and AI Tools,” where participants applied learning to practical, region-specific scenarios. The programme concluded with certificate presentations and positive feedback on its impact in strengthening regional MICE capacity.
The following day, SLCB conducted a dedicated MICE Training Workshop for over 35 undergraduates from the Faculties of Arts and Management at the University of Jaffna. Students were introduced to the fundamentals and future direction of MICE tourism, including the transformative role of AI in event planning, management, and marketing. They also participated in a panel discussion on “AI Tools and Strategies in Event Marketing and Promotions,” bridging academic knowledge with real-world industry applications.
Encouraged by the strong engagement and outcomes of these programmes, SLCB plans to expand its MICE skill-development initiatives in 2026, further strengthening industry competencies and enhancing regional readiness for future MICE tourism growth.