The news: Sri Lanka conducted targeted MICE roadshows in Ahmedabad, Kolkata, and Chennai—moving beyond traditional Delhi and Mumbai corridors—to capture India's growing mid-market corporate meetings and incentive travel segment. The campaign specifically focuses on high-spending decision-makers in emerging business hubs, positioning Sri Lanka as an accessible alternative destination for corporate offsites and incentive programs.
Why it matters for MICE operators: This signals a shifting geography in Indian corporate travel demand. DMCs working with tier-2 city corporations now have a proven competitive threat from Sri Lanka's aggressive marketing. Operators should strengthen their Sri Lanka partnerships or risk losing incentive business to cheaper, closer destinations. The focus on Kolkata and Ahmedabad suggests India's corporate MICE demand is decentralizing beyond metros.
The takeaway: Scout your city's corporate headquarters and build relationships with their travel departments before Sri Lankan agents do.
Source: Travel And Tour World