Rwanda's Rise as Africa's Premier MICE Destination: Opportunities Await Travel Agents
Rwanda has emerged as a leading hub for international business conferences in Africa, consistently ranking second in the continent by the International Congress and Convention Association (ICCA). This accolade underscores the effectiveness of the government’s strategic marketing efforts aimed at positioning the country as a premier meetings, incentives, conferences, and exhibitions (MICE) destination.
The Rwanda Convention Bureau (RCB) has yet to release its financial figures for 2024; however, the MICE sector reported an impressive $95 million revenue in 2023, marking the highest earnings since the bureau's establishment. This significant growth reflects the country's dedication to enhancing its conference infrastructure and service offerings.
The year 2024 was pivotal, featuring a range of high-profile events that showcased Kigali on the global stage. Rwanda successfully hosted diverse gatherings, including trade forums, technology expos, sports events, and educational conferences. Celestin Makuza, CEO of Events Factory Rwanda, noted that despite challenges like the Marburg virus disease, the country experienced a productive year, with many postponed events now taking place in 2025.
Valentine Nashipae, Managing Director of Cube Communications Ltd, emphasized the evolution of Rwanda's MICE industry, attributing this progress to a supportive government environment that encourages private sector investment. She believes that while Rwanda is on the right path, there remains untapped potential for further growth.
The RCB reported that Rwanda hosted 77 events in 2024, attracting over 10,000 delegates in just the fourth quarter. Excitingly, at least 36 events are already scheduled for this year. However, Professional Conference Organizers (PCOs) anticipate even more events, as many clients prefer to keep their plans under wraps until closer to the date.
As the industry grows, there is a call for stakeholders to diversify their offerings beyond mere conferences to enhance guest experiences and encourage longer stays. Makuza highlighted the necessity for innovative attractions that resonate with cultural experiences and engage delegates outside of their hotel rooms.
The National Institute of Statistics Rwanda (NISR) reports that the country boasts 1,189 hotels with 21,232 hotel rooms, a notable increase from previous years. Makuza pointed out that while five-star hotels are essential, there is a pressing need to elevate service quality across all classifications to cater to the diverse needs of delegates.
Nashipae stressed the importance of the private sector in building capacity and enhancing service delivery without relying solely on external funding. Collaborative efforts within the sector will accelerate progress and ensure Rwanda remains competitive in the MICE arena.
Wilson Mugwema, CEO of Sensitive Group Ltd, noted a positive shift in the mindset of corporate clients towards recognizing the value of professional event management. However, he cautioned against last-minute requests that hinder thorough preparation. Moreover, inflation and currency depreciation continue to challenge financial stability within the industry.
As competition intensifies, Makuza pointed out the need for more venues to avoid monopolies and foster a vibrant market. Currently, Kigali is home to four main conference venues, including the Kigali Convention Centre and BK Arena, yet the demand for diverse and accessible event spaces remains high.
In conclusion, the MICE sector in Rwanda is poised for significant growth, presenting abundant opportunities for travel agents. By embracing innovation and enhancing service delivery, Rwanda can solidify its status as Africa's premier MICE destination, ultimately benefiting all stakeholders involved.
