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The Uganda Tourism Board (UTB), through the Uganda Convention Bureau (UCB), is participating in the Society for Incentive Travel Excellence (SITE) Global Congress taking place in Abu Dhabi, United Arab Emirates, in fulfillment of its membership mandate.
SITE is a global membership association dedicated to the incentive travel industry, bringing together over 2,000 members across more than 90 countries. The organization serves as a key platform for education, industry insights, professional development, and high-level networking among stakeholders in the incentive travel market. Its membership includes destination management companies (DMCs), corporate buyers, agencies, and tourism boards that design and deliver incentive travel programmes worldwide.
Uganda’s participation in the Congress provides direct access to global DMCs and decision-makers who curate incentive travel experiences for corporate clients. The platform also offers valuable exposure to emerging industry trends, best practices, and innovations shaping the future of incentive travel. This knowledge exchange is critical in strengthening Uganda’s competitiveness within the global Meetings, Incentives, Conferences, and Exhibitions (MICE) segment.
Incentive travel represents one of the highest-yield segments within the tourism value chain. Industry data from SITE indicates that incentive travellers are among the highest spenders, with average expenditure estimated at approximately USD 900 per person per day, and typical group sizes starting from a minimum of 15 participants.
To illustrate the potential value:
For multi-day programmes, this translates into substantial economic impact across accommodation, transport, attractions, dining, and ancillary services. Such high-value travel delivers strong return on investment for destinations that successfully position themselves within this niche market.
Uganda’s presence at the SITE Global Congress underscores the country’s strategic focus on positioning itself as a competitive destination for business events and incentive travel. Through the Uganda Convention Bureau, UTB continues to engage with international buyers, strengthen partnerships, and promote Uganda’s unique blend of natural beauty, authentic cultural experiences, and high-quality hospitality infrastructure.
Other African destinations represented at the Congress include Morocco, South Africa, Zimbabwe, and Eswatini, reflecting growing continental interest in capturing a greater share of the global incentive travel market.
Through active participation in international industry platforms such as the SITE Global Congress, Uganda continues to strengthen its visibility, build strategic alliances, and position itself as a destination of choice for high-value business events and incentive programmes.
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