Strengthening Northern Region MICE Capacity: SLCB join hands with the Northern Province Tourism Bureau and the University of Jaffna to uplift MICE skills in the region

December, 22, 2025

The Sri Lanka Convention Bureau (SLCB), in line with its annual activity plan, successfully conducted two major MICE capacity-building programmes in the Northern Province on 26 and 27 November 2025. Conducted by a team of MICE industry experts and digital marketing professionals, these initiatives aimed to enhance industry knowledge, promote innovation, and strengthen the foundation for positioning the Northern Province as a future-ready MICE destination.

A full-day training programme for regional hoteliers was held on 26 November at the North Gate Hotel in collaboration with the Northern Province Tourism Bureau (NPTB). Nearly 30 hospitality professionals participated, gaining valuable insights into digital-age event planning, MICE customer engagement, sustainable event practices, and experiential event design. A key highlight was the interactive group activity on “Designing Sustainable Events Using Digital Marketing and AI Tools,” which encouraged participants to apply their learning through practical, region-specific concepts. The programme concluded with certificate presentations and highly positive feedback on its contribution to strengthening regional MICE capacity.

SLCB conducted a dedicated MICE Training Workshop for over 35 undergraduates from the Faculties of Arts and Management at the University of Jaffna on 27 November. 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 actively participated in a panel discussion on “AI Tools and Strategies in Event Marketing and Promotions,” which helped them connect academic theory with real-world industry applications.

Encouraged by the strong engagement and positive outcomes of these programmes, SLCB plans to expand its MICE skill-development initiatives in 2026 to further strengthen industry competencies and enhance regional readiness for future MICE tourism growth.