News & Updates

The Uganda Tourism Board (UTB), in partnership with the Uganda Convention Bureau, has unveiled a comprehensive 12-week training program aimed at strengthening the country’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. This initiative targets Professional Conference Organisers (PCOs) and Professional Event Organisers (PEOs) across Uganda, equipping them with the necessary skills to compete on an international level.

The MICE sector is increasingly being recognized as a powerful driver for economic growth, and Uganda is positioning itself to capitalize on this trend. According to Pearl Hoareau Kakooza, Chairperson of the Uganda Tourism Board, the MICE industry offers Uganda a promising opportunity to diversify its tourism income and significantly increase foreign exchange earnings.

She highlighted that with the right investments and initiatives, Uganda’s MICE sector could become a major source of income, providing a sustainable boost to the country’s economy.

We have identified MICE as a key area where Uganda can generate significant revenue, surpassing the leisure sector.

Pearl Hoareau Kakooza - Chairperson of the Uganda Tourism Board

Strategic international certification for competitiveness

Lilly Ajarova, CEO of the Uganda Tourism Board, underscored the importance of international certification for the sector’s professionals, stressing that it is essential for Uganda to maintain a competitive edge in the global MICE market.

For the competitiveness of destination Uganda, we need to have players in the sector who are internationally certified. The most important aspect of this training is that those who complete it will be certified and internationally recognized.

Lilly Ajarova - CEO of the Uganda Tourism Board

Her comments reflect a growing awareness within Uganda’s tourism sector of the need to meet international standards to attract large-scale events. Certification not only ensures that Ugandan professionals are equipped with the skills required to organize high-caliber international events but also builds confidence among global event planners looking for reliable partners in Africa.

Global growth and opportunities for Uganda

MICE tourism is not only a revenue generator but also a catalyst for building international business connections and fostering knowledge exchange. By focusing on specialized training and certification, Uganda is positioning itself as a serious contender in the global MICE market, capable of hosting international conferences, exhibitions, and large-scale meetings.

A report by Grand View Research valued the industry at approximately USD 802.59 billion in 2023, with expectations to expand at a compound annual growth rate (CAGR) of 9.1% from 2024 to 2030. This rapid growth highlights the increasing demand for well-organized, large-scale events, and offers a tremendous opportunity for countries like Uganda to capitalize on this trend.

Investment in MICE training: A long-term strategy

Uganda’s investment in the training of PCOs and PEOs is a strategic move to ensure long-term success in the MICE industry. With the support of the Uganda Convention Bureau and UTB, participants in the training program will gain the skills required to plan and execute world-class events. Additionally, the training will focus on building Uganda’s capacity to host large outdoor gatherings, which are increasingly in demand for both corporate and leisure purposes.

The training program also aims to align Uganda’s event offerings with its broader destination branding. This means that every event hosted in Uganda will not only showcase the country’s ability to deliver high-quality services but also promote its unique cultural and natural attractions.

A growing sector with tremendous potential

As the MICE sector continues to expand globally, Uganda’s proactive approach in enhancing the skills of its professionals will undoubtedly strengthen its position as a premier destination for international events. With its rich cultural heritage, stunning landscapes, and now a growing infrastructure to support large-scale meetings and conferences, Uganda is poised to attract a wide range of global events in the coming years.