Sri Lanka has launched the Sri Lanka Conference Ambassador Programme (SLCAP) to position the country as a premier destination for international conferences. Supported by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB), and SriLankan Airlines, the initiative aims to leverage industry expertise to attract global business events.

With 25 ambassadors already onboard, the SLCAP seeks to empower local professionals to advocate for Sri Lanka on the global stage. Ambassadors will play a key role in securing international conferences, promoting sustainability, and enhancing knowledge exchange.

The programme aligns with Sri Lanka’s broader efforts to revitalise meetings, incentives, conferences, and exhibitions (MICE) tourism, driving economic growth and global recognition. Industry leaders, including SLCB Chairman Dheera Hettiarachchi and Cinnamon Hotels & Resorts CEO Mikael Svensson, have hailed the initiative as a game-changer for Sri Lanka’s business tourism sector.