Srilanka, Feb. 6 -- Sri Lanka yesterday launched the Sri Lanka Conference Ambassador Programme (SLCAP), an initiative aimed at positioning the country as a leading destination for international conferences.

Backed by Cinnamon Hotels & Resorts, the Sri Lanka Convention Bureau (SLCB) and SriLankan Airlines, the programme seeks to leverage industry expertise to attract global business events, the organisers said.

The SLCAP is the first initiative of its kind in Sri Lanka, affirming efforts to revitalise the country's meetings, incentives, conferences and exhibitions (MICE) sector, as it looks to boost tourism and economic growth.

The programme is designed to empower and engage local association leaders and professionals to act as ambassa...