Uganda has made a strong return to IBTM World 2025, the leading global business events trade show, held in Barcelona, Spain, highlighting the country’s expanding Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
After a one-year absence from the 2024 edition, Uganda’s participation aligns with the MICE Strategy 2025-2030, which aims to generate Shs 913.86 billion (USD 250 million) in annual revenue from business tourism. The strategy focuses on enhancing Uganda’s tourism sector, particularly conference and events infrastructure, including venues, hotels, and destination management services across the Pearl of Africa.
The Ugandan delegation, coordinated by the Uganda Convention Bureau (UCB) under the Uganda Tourism Board (UTB), featured 10 private sector MICE companies and representatives from the Uganda Hotel Owners Association (UHOA). The participating organizations included: Gofan Safaris & Travel Africa, Matooke Tours, Speke Resort Convention Centre, Gazelle Safari Company, Lasta Events, Lake Kitandara Tours & Travel, MICE Uganda, Hornbill Treks & Safaris, Serena Hotels, and Paraa Safari Lodge – Marasa Africa.
According to the International Congress and Convention Association (ICCA), Uganda accounted for 5 percent of Africa’s 3 percent share of the global MICE market in 2019. The same year, Uganda was ranked the sixth most popular African destination for hosting international conferences and events, with East Africa commanding 25 percent of Africa’s total MICE market share.
The Uganda Convention Bureau, established in 2018 by the Ministry of Tourism, Wildlife and Antiquities, is responsible for marketing Uganda as a MICE destination and providing support to international event planners.
During IBTM 2025, the Ugandan delegation participated in scheduled business-to-business meetings with corporate, agency, and association buyers, showcasing the country’s venues, event services, and destination management capacity. UTB officials stated that the insights gained from these engagements will help align Uganda’s MICE initiatives with international standards and identify areas for improving competitiveness, professionalizing the sector, attracting high-value conferences, and boosting revenue streams to support GDP growth and local livelihoods.
“Uganda’s attendance provides access to a high volume of business meetings and a platform for the 10 participating private-sector companies to exhibit their MICE services, including hotels, convention centres, destination management firms, and safari and incentive travel operators,” the UTB highlighted.
The Chairperson of the Association of Uganda Tour Operators, Civy Tumusiime, emphasized the significance of MICE events in opening doors to new international audiences and generating business leads.
“MICE events are critical for our sector because they give tour operators exposure to international delegates. Much of our business still relies on word-of-mouth referrals, so when delegates come into the country, we get an opportunity to present our packages directly to potential clients,” she said.
She added, “What we need now is better organization across the value chain to ensure that the services we deliver match the expectations of the global MICE market.”
The Chief Executive Officer of UHOA, Jean Byamugisha, underlined the importance of continued participation in international MICE platforms for hotels, noting that large conferences directly affect hotel occupancy and long-term bookings.
“Uganda must strengthen coordination and raise service standards if it is to compete for high-value business events. We still need stronger coordination, faster service standards enforcement, and improved infrastructure to consistently attract high-value business events,” she said.
Uganda’s return to IBTM World 2025 signals a renewed commitment to establishing the country as a leading MICE destination in Africa, leveraging its natural beauty, world-class hospitality, and growing conference infrastructure to attract international business tourism.