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

The Sri Lanka Convention Bureau (SLCB), in accordance with its annual activity plan, recently conducted two significant MICE (Meetings, Incentives, Conferences, and Exhibitions) capacity-building programmes in the Northern Province on 26 and 27 November 2025. Led by a team of MICE industry specialists and digital marketing professionals, these initiatives were designed to advance industry knowledge, foster innovation, and establish a strong foundation for positioning the Northern Province as a future-ready MICE destination.

On 26 November, SLCB, in partnership with the Northern Province Tourism Bureau (NPTB), organized a full-day training programme for regional hoteliers at the North Gate Hotel. Close to 30 hospitality professionals took part, gaining key insights into event planning in the digital era, effective MICE customer engagement, sustainable event practices, and experiential event design. The programme featured an interactive group activity focused on “Designing Sustainable Events Using Digital Marketing and AI Tools,” enabling participants to apply their knowledge to practical, region-specific scenarios. The session concluded with the awarding of certificates and received highly positive feedback for its role in strengthening regional MICE capabilities.

On 27 November, SLCB hosted a dedicated MICE Training Workshop for over 35 undergraduates from the Faculties of Arts and Management at the University of Jaffna. The workshop introduced students to the fundamentals and future trends of MICE tourism, with particular emphasis on the transformative impact of AI in event planning, management, and marketing. Students engaged in a panel discussion on “AI Tools and Strategies in Event Marketing and Promotions,” bridging academic theory with practical industry application.

Buoyed by the enthusiastic participation and positive outcomes of these programmes, SLCB has announced plans to expand its MICE skill-development efforts in 2026. These initiatives aim to further enhance industry competencies and bolster the region’s readiness to support future growth in MICE tourism.

Event highlights included addresses by the Chairman of the Northern Province Tourism Bureau, hands-on group activities for hoteliers, certificate distribution ceremonies, and a group photo session with student participants. The event also featured a ceremonial oil lamp lighting by Prof. S. Sivesan of the University of Jaffna.