Image credit: lk.lakpura.com
Jan 31, 2025 | Events
Secondary cities are in competition with major cities for group meetings due to the rising demand for affordable, accessible, and authentic experiences. This trend favors Sri Lanka to promote Secondary cities for MICE segments. Based on the assessment of growing popularity of the Secondary cities using 5As framework by Mike Schugt of Teneo Hospitality Group, the Brand P expresses the way forward for Sri Lanka.
- Availability: Due to capacity constraints in major cities secondary cities offer much-needed availability, provided that spacious convention spaces and suitable hotels are available to cater to this demand.
- Attention: In organizing events in the secondary cities, the personalized attention that includes strong service levels and flexibility from all industry stakeholders are expected. This personalized attention can differentiate the overall experience for both planners and attendees.
- Accessibility: The secondary cities should be equipped with connecting flights, smaller, more navigable airports and other transport modes to enhance accessibility.
- Affordability: Affordable rates for transport, hotels, food & beverage, and venues make secondary cities an attractive option for budget-conscious meeting planners.
- Authenticity: Authentic, local experiences that can be found in secondary cities are considered to be one of the most compelling reason behind their attractiveness
(Source: Mike Schugt of Teneo Hospitality Group cited in Hospitality News, Dec 24)