Event Management

BMgt (Hons.) in Tourism and Hospitality Management

CINEC Campus

Submitted by
Savani Iresha Jayathilaka

Index Number:
BMgt-556/18-01B/0019
 Assignment Submission/Feedback Sheet

 Student name: A. SAVANI IRESHA JAYATHILAKA DE SILVA

 Student ID: BMgt-556/18-01B/0019
 Module code and title: EVENT MANAGEMENT
 Assignment title: EVENT CONCEPT-MICE- ACTIVITY 01
 Date of submission: 05/06/2020
 Student signature:

Conditions:
There will be automatic deduction of 10% for work, with is 10%over under the word limit.
Errors in referencing will result in up to 10% deduction of marks.
Plagiarism will be dealt with formal institute disciplinary procedure if permitted to resubmit
only maximum of 40% will be awarded.
Work not submitted on time without prior approval will be failed and a maximum mark of
40% awarded for the resubmitted

For office use only.

Lecture’s /tutor’s comment:

Lecturer’s /tutor’s signature:

Mark:
Date:
ACTIVITY

How MICE can help to Sri Lankan Tourism after Covid–19 Pandemic situation

The global epidemic of corona virus not only has crippled entire socio-economic structures, but
has challenged the globalization and global operations of businesses. At present time tourism is
one of the biggest and fastest growing industry. It is expected to play and important role in
regaining socioeconomic stability after the covid 19 epidemic. Tourism is a key contributor to the
Island economies and is one of the most important foreign exchange earners in the Sri Lankan
economy. Tourism industry of the Sri Lanka was last hit tough by the Easter bomb attack took
place at many places including luxury hotels. This epidemic has posed another threat to tourism.
As a result, air travel has become one of the leading causes of viruses around the world when there
is heavy pressure on international travel and tourism operations, including the airline industry.

Meetings, Incentives, Conventions and Exhibitions (MICE) is an important and growing sector of
the tourism industry. Unfortunately, the outbreak of COVID-19 has had an unparalleled and
unpredictable impact on our world, our economies, our societies, and our livelihoods, with the risk
of a global recession and a huge job loss in tourism. Furthermore, the disruptive effects of COVID-
19 have strongly impacted the MICE industry. Since the onset of the epidemic, hundreds of events
around the world have been canceled and news of cancellations or postponements has become the
norm. Sri Lanka‘s MICE tourism industry goes back to nearly 3.5 decades and it will be growing
slowly. But, there is a huge demand for incentive travels and corporate meetings as we have
diversified attractions in country. According to Sri Lanka annual tourism statistical reports in 2017
and 2018, business tourists and MICE tourists’ arrivals are gradually increasing as 1% of MICE
tourists and 3% of business tourists in 2017 and 1.2% of MICE tourists and 3.2% of business
tourists in 2018. Moreover, this will directly influence the Sri Lankan MICE industry and
development of the country at large.

This covid-19 pandemic cancelled many MICE tourism events, but after this epidemic MICE
tourism can help to recover the economy of Sri Lanka. There are some points of how MICE can
help to Sri Lankan tourism after covid 19 pandemic situation.

 In MICE tourism we can use conferences to spread positive news and it will motivate
people to reschedule their events, conferences, etc.
 MICE help to revitalize the economy; Thousands of jobs can be created, such as hosting a
thousand events at congresses, workshops, seminars, fairs and exhibitions
 Building a strong value business model against demand generation strategy
 Reskilling staff members and focus on domestic and internal Sri Lankan MICE
opportunities
 Creating opportunities for business expansion and event exporting
 It focus on domestic market
 Maintain international conferences, events and festivals are also crucial points in
marketing and promoting Sri Lankan tourism
 To overcome these problems, we can develop alternative models that allow people to meet
and interact remotely; therefore, the number of meetings and seminars has been redesigned
as virtual events and this format may be the best option in these challenging times. After
this crisis, the budget is tight, and the adoption of technologies that allow for video
conferencing and virtual meetings is increasingly seen by many organizers as a cost-
effective alternative to MICE events.
 Furthermore, organizing hybrid events is a solution to keep the MICE industry in this
position. Hybrid events are a mix of live and virtual components. In this format, a physical
location can accommodate a large number of people, and a large number of spectators will
be attending the event remotely.

Overall this MICE can do a significant impact on the tourism industry.