Uganda is poised to become a prominent player in the MICE (Meetings, Incentives, Conferences and Exhibitions) industry, with a prioritized focus on investment in business tourism.
This strategic approach holds great promise for the nation as it diversifies its revenue streams abroad, thereby enhancing its Gross Domestic Product (GDP). Hosting global events provides local residents with opportunities to capitalize on, hence improving their standards of living.
In 2019, Uganda was ranked the sixth most popular destination in Africa for hosting international conferences and events by the International Congress and Convention Association (ICCA), which represents the world’s leading association for the global meetings, conference and events industry.
According to ICCA, the East African MICE market share currently constitutes 25% of Africa’s overall share, which, in turn is 3% globally. Within this context, Uganda specifically represents 5% of the 3% African global share.
At the helm of this ambitious drive to make Uganda a market leader in the events industry is the Uganda Convention Bureau (UCB), a unit under Uganda Tourism Board (UTB)
The Bureau facilitated the inauguration of one of East Africa’s largest conference centers, the Munyonyo Convention Center. This, coupled with an expanded Entebbe National Airport will serve as a foothold through which Uganda aims to emerge as a regional and global leader in the MICE industry.
The USD 47 Speke Resort Convention Center in Kampala was opened in January this year. It is situated within the 5-Star Speke Resort Hotel Munyonyo. The center boasts of a 3800 opulent capacity convention hall, 33 breakout rooms, 5 ballrooms, 8 outdoor function venues, 3 indoor and 2 outdoor restaurants and bars. It is strategically located between Entebbe Airport and Kampala city capital business district, on the shores of Lake Victoria.
The new convention center gives Uganda a competitive edge in the MICE industry, because previously, the country was limiting itself to events of not more than 500 delegates, but now, it will bid for events of 3000 to 4000 delegates.
“With Munyonyo Convention Center’s launch in January, we’re no longer limiting ourselves! Now bidding for conferences with 4000+ delegates, our focus is transforming Uganda into a global MICE hub,” says UTB CEO Lilly Ajarova.
The UCB has been equipped with prudent, highly capable, well trained and intelligent staff, who are able to use their impressive competences to leverage the new infrastructure, to bolster the competitiveness of Uganda’s events industry on the global stage.
Uganda therefore possesses significant potential for MICE tourism, underlined by its successful hosting of major international events such as the recent NAM, G77, and the Commonwealth Speakers’ Conference. Upcoming international hotel brands like Marriott and Hilton, also enhances the country’s appeal in the MICE sector.
With the operationalization of a national MICE strategy (2025-2030) aiming to attract over $250 million into the economy, coupled with the formation of the Uganda Association of Conference and Incentive Industry (UACCI) to uphold international standards, Uganda is poised for substantial growth in this sector.
The UCB is also dedicated to enhancing stakeholder capabilities through specialized training sessions, targeting private sector stakeholders in the business tourism industry. These include: hoteliers, professional events managers and organizers, tour and travel company owners, and destination marketing company’s (DMCs)
By empowering these stakeholders with the necessary skills, they can confidently bid for international association meetings, thereby attracting mega conferences to Uganda.
ABOUT UGANDA CONVENTION BUREAU
Recognizing the significant opportunities in the MICE tourism sector, the Ministry of Tourism, Wildlife and Antiquities launched the Uganda Convention Bureau in 2018 to professionalize the industry in Uganda.
The Bureau’s fundamental role is to market and promote Uganda as a MICE destination, bid for MICE events and collaborate with private sector stakeholders to grow the industry as a whole. The Bureau offers impartial advice, guidance and support to international meeting and event planners through every stage of planning. UCB plays an important strategic role in supporting Government goals for MICE tourism, increasing the country’s market share and thus helping drive the economic development agenda forward.
A member of ICCA and SITE, Uganda Convention Bureau adheres to international best practices for Convention Bureaus providing advisory services, pre- and post-bid support, destination expertise, event planning support and on-site services to clients. The Bureau strives to achieve the highest levels of professionalism in its dealings with partner stakeholders, the broader marketplace and clients.