Every May, the city of Frankfurt becomes the heartbeat of the global meetings industry. Tens of thousands of event professionals, hosted buyers, and destination marketers converge on the Messe Frankfurt for IMEX, the world’s largest MICE expo, and this year, Uganda was firmly in the room.
From 19 to 21 May 2026, Uganda participated in IMEX Frankfurt under the banner of the Uganda Convention Bureau, the dedicated MICE unit operating under Uganda Tourism Board. The distinction matters. While leisure tourism is promoted under the UTB brand, when it comes to winning international conferences, meetings, incentives, and exhibitions, it is the Convention Bureau that steps forward as Uganda’s representative on the global stage.
“When we exhibit at IMEX or any other global MICE expo, we go as a convention bureau,” explained Mellon Tukeikiriza, senior marketing officer, MICE. She added, “That is the recognised entity globally that promotes countries for MICE.”
Uganda was not alone in flying the African flag. Fellow exhibitors from the continent included Rwanda Convention Bureau, South Africa’s multiple convention bureaus representing Johannesburg, Cape Town, and Durban, as well as Angola, Mozambique, Mauritius, Morocco, and Egypt. It was a strong continental showing on one of the most competitive trade floors in the world.
What sets IMEX apart is its audience. The expo draws high-quality hosted buyers, decision-makers who have the power to move international conferences and business events to destinations around the world. For Uganda, each interaction at the stand represents a direct opportunity to pitch Kampala and the wider country as a credible, capable host for world-class events.
Uganda’s delegation this year reflected that ambition. Alongside Convention Bureau officials, the team included private sector MICE players: Speke Resort Convention Center, Serena Kampala Hotel, professional conference organiser Afriventure Group, and destination marketing companies that handle ground logistics for incentive travel. The Uganda Embassy in Berlin also lent its support, represented by Deputy Ambassador Dan Sozi. Adding further weight to the delegation was UTB Board Vice Chairperson Ronald Kawamara and board member Sari Sandra Kevirungi.
The participation continues a journey that began in 2021, when Uganda first took its place at IMEX. Five years on, the presence is more coordinated, the partnerships deeper, and the pitch sharper.
For a destination with a growing conference calendar, a purpose-built convention center at Speke Resort Munyonyo, and an increasingly connected private sector, IMEX is not simply a trade fair. It is Uganda making a statement: that the Pearl of Africa is open, ready, and fully equipped to host the world’s most important conversations.
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Article by: Lynette Agnes Kembabazi
Node Group Consult