Uganda's rise as hub for meetings, conferences brings fortunes

Uganda’s tourism industry has undergone a strategic transformation, positioning the country as East Africa’s leading hub for Meetings, Incentives, Conferences, and Exhibitions (MICE).

Spearheaded by the Competitiveness and Enterprise Development Project (CEDP), the country’s MICE initiative has brought major international events and driven substantial economic growth.

This report delves into the impact of Uganda’s MICE strategy and includes insights from stakeholders on how this sector is reshaping the nation’s tourism landscape and creating a myriad of economic opportunities.

The CEDP launched in 2018, with its key contribution being the establishment of the Uganda Convention Bureau (UCB) under the Uganda Tourism Board (UTB).

This bureau, alongside the government’s investment in venues like Speke Resort Munyonyo, has significantly boosted Uganda’s ability to bid for and host large-scale events, making it a competitive force in the East African MICE market.

Dr. Lilly Ajarova, CEO of the Uganda Tourism Board, explained the impact of the UCB on Uganda’s MICE growth.

“With our Convention Bureau operational, Uganda is well-positioned to capture the MICE market. The government’s co-investment in venues like Speke Resort Munyonyo Convention Centre, now the largest in the region, has made Uganda a competitive player in East Africa.”

Mellon Tukeikiriza, Senior MICE Officer at UTB, highlighted the private sector’s role in supporting the MICE strategy.

“The bureau attracts bids for conferences, working with private sector partners, including Professional Events Organizers, to handle logistics. This collaboration enhances our ability to host high-profile events.”

Events like the Non-Aligned Movement (NAM) Summit and the upcoming Africa Cup of Nations (AFCON) 2027 serve as evidence of Uganda’s emerging potential.

Not only have these events boosted revenue and created jobs, but they have also provided increased international visibility for the country.

Tukeikiriza noted that Uganda aims to attract over 350 association meetings in the next five years, with an estimated economic impact of $165 million.

“Our target is to bring over 350 association meetings, generating substantial revenue for the economy,” she added, emphasizing the importance of working with both local and international event organizers.

MICE tourism aligns closely with Uganda’s broader tourism appeal, as many MICE attendees return to the country with their families to explore leisure activities.

This has bolstered various sectors, from accommodation to entertainment, particularly benefiting local entrepreneurs like Ron Kazooba Kawamara, a prominent figure in Uganda’s hospitality industry.

Kazooba expressed optimism over MICE’s impact.

“More international visitors are coming to our places, enjoying the night scene, and spending on Ugandan brands. MICE is providing exposure like never before.”

Steven Asiimwe, Executive Director of the Private Sector Foundation Uganda, highlighted the wider economic impact of MICE, noting:

“Each MICE visitor creates around 13 jobs across entertainment, transport, and hospitality. Investments in stadiums, hotels, and roads will leave lasting benefits for both the local economy and tourism sector.”

With new infrastructure projects underway and Uganda’s ambition to become one of Africa’s top five MICE destinations, the future of the country’s MICE tourism sector appears promising.

This shift is not only drawing international visitors but is also catalyzing Uganda’s transformation into a preferred destination for both business and leisure tourism.

Uganda’s MICE journey reflects a robust strategy for economic growth through tourism, supported by the CEDP, UTB, and private sector stakeholders who are driving Uganda’s MICE tourism to new heights.