Uganda Unveils Diverse Tourism Gems in Spain

  Key information to be aware of: Uganda's return comes after a one-year break following their absence from the 2024 event, a...

 

Key information to be aware of:

• Uganda's return comes after a one-year break following their absence from the 2024 event, and it supports the MICE Strategy 2025–2030, aiming for $250 million (Shs913.86 billion) in yearly income from business tourism.

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Uganda has made a comeback at IBTM World 2025, an international business events trade fair held in Barcelona, Spain, highlighting the nation's expanding Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.

Uganda's return comes after a one-year break from the 2024 event, and supports the MICE Strategy 2025–2030, aiming for $250 million (Shs913.86 billion) in yearly income from business tourism.

The plan is designed to enhance Uganda's tourism industry, with a focus on conference and event infrastructure such as venues, hotels, and destination management services in the Pearl of Africa. The group, organized by the Uganda Convention Bureau (UCB) under the Uganda Tourism Board (UTB), consisted of 10 private sector MICE companies along with members from the Uganda Hotel Owners Association. As per the International Congress and Convention Association (ICCA), Uganda represented 5 percent of Africa’s 3 percent portion of the global MICE market in 2019.

In the same year, Uganda was ranked as the sixth most favored location in Africa for hosting international conferences and events, with East Africa accounting for 25 percent of Africa's overall share. The UCB, founded in 2018 by the Ministry of Tourism, Wildlife, and Antiquities, is responsible for promoting Uganda as a MICE destination and assisting international event organizers. The institutions participating in IBTM 2025 include 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.

Justification

The Uganda Tourism Board (UTB) mentioned on its official X (formerly Twitter) page that the Ugandan team has participated in planned business-to-business discussions with corporate, agency, and association buyers who are evaluating destinations for international conferences and incentive travel. As stated by the Board, these meetings provided an opportunity for Uganda to showcase its available venues, event services, and destination management capabilities to organizers looking for new markets.

UTB representatives mentioned that the data collected will help synchronize Uganda's MICE strategies with global benchmarks and identify sectors requiring enhancement to strengthen the nation's competitiveness. The goal is to elevate the industry's professionalism, draw in premium conferences, and increase income sources to enhance GDP and local communities' well-being.

"Uganda's participation offers access to a large number of business meetings and a stage for the 10 private-sector companies involved to showcase their MICE services, such as hotels, conference centers, destination management companies, and safari and incentive travel operators," the message also states.

Ms. Civy Tumusiime, head of the Association of Uganda Tour Operators, stated that MICE events offer entry to fresh global audiences and aid in securing business opportunities, as numerous travelers depend on recommendations from these international interactions.

"Events categorized as MICE are essential for our industry as they provide tour operators with access to global visitors. A significant portion of our business is still based on recommendations, so when these visitors arrive in the country, we have a chance to showcase our offerings directly to possible customers," she mentioned.

Better organisation

"What we require at this moment is improved coordination throughout the value chain to ensure that the services we provide meet the standards of the global MICE industry," she added. Ms. Jean Byamugisha, CEO of UHOA, stated that ongoing involvement in international MICE events is crucial for hotels, as major conferences influence occupancy rates and extended reservations.

"Major conferences significantly influence hotel occupancy and long-term reservations, so Uganda needs to enhance cooperation and elevate service quality to compete for premium business events," she stated. "Uganda still requires better coordination, quicker implementation of service standards, and enhanced infrastructure if the country is to regularly attract high-value business events," Ms. Byamugi said.

 

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