Sri Lanka Steps Up MICE Leadership with UAE Rollout of Ambassador Program

The Consulate General of Sri Lanka to Dubai and Northern Emirates, in collaboration with Embassy of Sri Lanka in the United Arab Emirates, Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB), and SriLankan Airlines, officially launched the UAE chapter of the Sri Lanka Conference Ambassador Programme (SLCAP) on 29th April 2025. The initiative forms part of a broader national strategy to position Sri Lanka as South Asia’s leading MICE destination by tapping into global professional networks.

Following its inaugural launch in Colombo earlier this year, the UAE chapter marked a key milestone in expanding the global footprint of the Sri Lanka Conference Ambassador Program. Ten eminent Sri Lankan professionals were appointed as Sri Lanka Conference Ambassadors for the year 2025/2026. Appointment letters were officially presented to them during a meeting held at the premises of the Consulate General, followed by a networking dinner.

The event was attended by a cross-section of stakeholders, including- Industry bodies: Dubai Chamber of Commerce, Sri Lanka Business Council UAE; Airline partners: SriLankan Airlines, Air Arabia, Air Canada; Travel and logistics partners: Anta Travels, Al Hind Travels, DNATA; Corporates: KPMG, Danube Group, Aster Pharmaceuticals, Barakat Group, Damani Group; Influencers, media, and MICE enablers

Through this programme, Sri Lanka is transforming its MICE sector into a key economic driver by leveraging world-class infrastructure, rich cultural heritage, and strategic positioning to attract global events. Central to this vision is Cinnamon Life – City of Dreams, South Asia’s largest integrated resort, offering 160,000+ square feet of dedicated MICE space and redefining the region’s business events landscape. With 25 ambassadors already onboard across key global hubs, the programme is unlocking new pathways to attract high-impact international events to Sri Lanka.

The evening commenced with a warm welcome address by the Consul General of Sri Lanka to Dubai and Northern Emirates, Alexi Gunasekera, who emphasized the critical importance of promoting Sri Lanka as a premier MICE hub in the region. He extended sincere appreciation to all partners for their continued collaboration and support in this national effort. He further highlighted that the appointed Conference Ambassadors have a critical role in promoting MICE tourism in Sri Lanka, leveraging their professional experience, networks, and close engagement with key industry stakeholders to attract international events and elevate Sri Lanka’s global standing in the MICE sector.

Chief Executive Officer-Designate for Cinnamon Hotels & Resorts, Hishan Singhawansa, addressed the gathering, stated “At Cinnamon, we see the Conference Ambassador Programme as a catalyst in repositioning Sri Lanka from a leisure hotspot to a global hub for business events. The UAE launch reflects growing confidence in our MICE potential, and we remain committed through world-class infrastructure, strong partnerships, and empowered ambassadors

Senior Vice President – Global Alliances and Partnerships of John Keells Leisure and Head of Corporate Affairs of John Keells Group, Dileep Mudadeniya, provided an insightful overview of the Conference Ambassador Programme, explaining the role of the appointed ambassadors and the support mechanisms in place.

Regional Manager (Middle East) for SriLankan Airlines, Jayantha Abeysinghe, also addressed the gathering and highlighted the airline’s commitment to supporting Sri Lanka’s MICE strategy. He underscored the critical role of connectivity in promoting the island as a global events destination and reaffirmed SriLankan Airlines’ readiness to partner in facilitating seamless travel experiences for international delegates and MICE travellers. He further noted that SriLankan Airlines is well-positioned to offer direct connectivity from all key points in the Middle East, with common departure times that are ideal for regional group movements, ensuring convenience and efficiency for MICE-related travel.

The launch of the Sri Lanka Conference Ambassador Programme in the UAE marks a significant milestone in the country's efforts to position itself as a preferred destination for international meetings and conventions, driving sustainable economic growth and global engagement.