MICE Summit expert panel shed light on Uganda’s potential
Industry experts have highlighted Uganda's potential to become the next frontier of its tourism boom through its Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. However, for this to happen, the government needs to provide the necessary infrastructure, incentives, and leadership to facilitate the growth of the events and conferences industry.
At the recently concluded Pearl of Africa Tourism Expo, various experts, including Rick and Collette Taylor of the Business Tourism Company, Esmare Steinhofel, Regional Director for Africa, International Congress and Convention Association (ICCA), Nicanor Sabula, Board Director, Africa Association of Management Executives, and Frank Gisha, Director General, Rwanda Chamber of Tourism, participated in discussions at the MICE Summit.
While presenting, Rick Taylor highlighted several challenges hampering the growth of MICE in Africa, including the perception of Africa as a conflict zone, infrastructure divergence, air connectivity, public sector comprehension and prioritization of MICE, and the limited number of convention bureaus, among others.
The expert panel agreed that there was potential for MICE in Uganda, and the government needed to recognize the sector's importance and provide the necessary support to position the country as a competitive business events destination. According to an analysis presented by Rick Taylor, Uganda could generate at least $56 million from its meetings and events industry by 2025.
The Uganda Tourism Board is intensifying its "Explore Uganda…the Pearl of Africa" campaign and aiming to promote the country as a business tourism destination. CEO Lilly Ajarova hopes to return to the ICCA rankings and position Uganda among the top five MICE destinations in Africa in the short term. Building a solid foundation for the industry, developing infrastructure, building capacities of personnel, bidding for international events, and resourcing the Uganda Convention Bureau are crucial steps towards realizing this goal.
