Abstract:
MICE tourism - encompassing Meetings, Incentives, Conferences, and Exhibitions - offers significant economic benefits, with MICE tourists spending three times more than leisure travellers. Despite its potential, Sri Lanka lags regional leaders such as Singapore and Thailand. This paper explores the challenges facing Sri Lanka’s MICE industry in hosting international events, highlighting the need for targeted strategies, hybrid event solutions, eco-friendly practices, and advanced technologies, including metaverse-enabled experiences. By identifying the country's unique selling propositions and advocating for collaboration among government bodies, tourism authorities, and private stakeholders, this research outlines a roadmap to enhance Sri Lanka's competitive edge and contribute to the broader goals of sustainable tourism development.
