The Sri Lanka Convention Bureau (SLCB), in collaboration with the Department of Tourism and Hospitality of Rajarata University of Sri Lanka, successfully conducted a specialized MICE Training Programme on 19 August 2026 at Rajarata University. The programme brought together approximately 110 participants, including undergraduates representing all departments of the Faculty of Management at Rajarata University, together with 15 students pursuing Tourism and Hospitality Management at the University College of Anuradhapura. 

The full-day programme was aimed at strengthening awareness and understanding of Meetings, Incentives, Conferences and Exhibitions (MICE) tourism among undergraduates while contributing to the development of a skilled and future-ready workforce for Sri Lanka’s expanding business tourism sector. 

The training programme featured a range of industry-focused sessions covering key areas such as creative MICE planning and bidding, destination branding, collaborative MICE marketing, the application of emerging technologies including Artificial Intelligence (AI), Augmented Reality (AR) and Virtual Reality (VR), as well as sustainable event practices and risk management. 

An interactive panel discussion further enhanced the programme, giving students an opportunity to engage with industry professionals and gain practical insights into the opportunities and challenges within the MICE sector. Participants also took part in group activities and presentations, exploring the MICE tourism potential of different regions of Sri Lanka and developing destination-based event concepts. 

The programme provided an effective platform for connecting academic learning with practical industry requirements, while strengthening collaboration between the MICE industry and academia. Such initiatives play an important role in developing the knowledge, skills and competencies of the next generation of tourism professionals. 

Through its continued engagement with universities and higher education institutions, the SLCB remains committed to nurturing future MICE professionals and creating greater awareness of the opportunities available within Sri Lanka’s business events industry. These initiatives contribute to the long-term development of the country’s MICE sector and support the objectives of Sri Lanka’s MICE Tourism Road Map.