According to International Meetings Statistics Report 2023, an average of over 10 000 association meetings were held across various countries and continents last year.
Africa currently hosts only 2% of global association meetings with South Africa hosting the largest number (93), followed by Rwanda (around 32).
Kenya hosted 29 meetings, ranking it 60th globally. This highlights Africa’s need to tap into this sector, which surpassed pre-pandemic levels last year, faster than previously predicted, to reach a record US$1.5 trillion, according to the latest report from the World Travel & Tourism Council (WTTC).
Countries in East Africa are working towards establishing strong national convention bureaus to tap into this revenue and diversify their tourism products.
“When most people think of tourism, the first frame of reference is often leisure. However, across the aisle, lies enormous potential waiting to be discovered and its contribution is set to be incredible. This is MICE – meetings, incentives, conferences and exhibitions,” says Rick Taylor of The Business Tourism Company.
“We believe the sector is under-recognised, particularly its economic impact and alignment with the Sustainable Development Goals. If you look at countries across continents, many have dedicated tourism boards for leisure but why don’t they equally recognise the value of the other side of the tourism spectrum, which is MICE? This is a sleeping giant that needs to be awakened.”
Rwanda at the forefront
Currently, Rwanda is at the forefront of the MICE industry in East Africa with a strong convention bureau that has enabled business travel growth.
Apart from its recent bid to host the Formula 1 Grand Prix in Kigali, the country has hosted other big events like the first WTTC in Africa, Commonwealth Heads of Government Meeting and the Africa Fintech Summit, among many others.
Having worked to establish the convention bureau in the country for 10 years, Taylor and his wife, Collette, believe it takes commitment to achieve Rwanda’s impressive growth.
“It takes a long time to set up and establish a convention bureau. The government needs to have long-term vision and commitment. Most governments in Africa lack project continuity as ministers come and go, which slows progress. We need longevity – people who buy into the mechanism and benefits of the bureau,” she says.
Her husband adds: “It’s important that governments recognise this enormous sector. Rwanda, 10 years ago, was driven by leisure but one mind and product: gorillas. The obvious gap was the business events sector. Our first meeting focused on explaining the merits of the sector.”
The Rwanda Convention Bureau has been successful in joint planning, resource mobilisation and coordination with the private sector.
Yves Ngenzi, Director General of the Rwanda Chamber of Tourism, says: “There is also joint participation in global trade events such as international trade fairs. The private sector has formed the Rwanda Association of Professional Conference Organisers, which is an umbrella organisation gathering professional conference organisers, in collaboration with the Rwanda Development Board.
“Other private stakeholders, like hotels and tour operators, benefit from pre- and post-tour referrals. The convention bureau also trains the sector in best practices, which has ensured mutual growth.”
The convention bureau has also been strategic in marketing with targeted campaigns for potential markets, says Ngenzi.
“Strategic partnerships and collaboration with different associations, which have MICE at the core, have resulted in Rwanda hosting big events. This has also raised the standard of service quality with adequate support and incentives for those hosting such events. There has also been commitment from top leadership.”
Uganda makes great strides
The Uganda Convention Bureau (UCB) was established in 2018 within the Ministry of Tourism, Wildlife and Antiquities. In 2019, it moved to the Uganda Tourism Board where it remains.
Since 2021, the UCB has assisted the sector with over 35 bids, resulting in Uganda hosting the following events:
- Africa Society for Blood Transfusion Conference
- African Dairy Conference and Exhibition
- Congress of the African and Indian Ocean Commission.
Uganda is also set to host the Africa Cup of Nations 2027 and the African Union Humanitarian Agency. Ongoing engagements with various key stakeholders, including private-sector training to improve professional capacity and meet international standards, aim to boost the MICE sector.
Farm visits have also attracted buyers interested in experiences that will delight incentive travellers. In addition, the UCB has helped promote Uganda as a MICE destination at international trade shows. This supports the Uganda MICE Strategy 2025-2030 developed by The Business Tourism Company.
“The refreshed MICE strategy and implementation guidelines are enabling Uganda to achieve the target to host 212 association meetings or conferences with direct economic impact of US$100 million. The bureau has also informed the refreshed National Tourism Policy, aligned with the MICE strategy, to position Uganda among the top five preferred MICE destinations in Africa,” says Bradford Ochieng, Deputy Chief Executive Officer of Uganda Tourism Board.
The Taylors ensured comprehensive stakeholder engagement and training for stakeholders to understand the value of MICE.
“Uganda has recently launched the new Speke convention centre and hosted large summits, like the G7, which completely raised its profile in the marketplace. It also has a convention bureau, which has begun to place more focus on the sector, and has established a private-sector association: the Uganda Association of the Conference & Incentive Industry – a professional association that includes Uganda’s private sector in developing the country’s business tourism. When key stakeholders understand the potential and the socio-economic impact of the sector, the impact will be felt.”
Challenges experienced by the sector in Uganda include limited budget to adequately facilitate the MICE strategy as well as lack of financial and non-financial aid to support hosting of international conferences.
Kenya set for convention bureau
At a forum hosted by the Kenyatta International Convention Centre (KICC), MICE stakeholders in Kenya met to discuss the need for a national convention bureau.
“The MICE sector has become fiercely competitive and there is no way Kenya is going to remain relevant if we don't invest in marketing the destination. A convention bureau connects private-sector players with government and international clients. It must be a standalone entity, well-supported by the exchequer and private sector, and staffed with qualified personnel,” notes Nicanor Sabula, Chief Executive Officer of the Kenya Association of Travel Agents.
Nicanor says Kenya, as a destination, is quickly losing its competitiveness – not only in the region but across the world.
“Despite significant investment by private-sector players in building MICE facilities across the country, Kenya has aggressively marketed itself as a MICE destination. It is imperative that we not only invest in upgrading the KICC but also build a modern convention centre that meets the high standards of today's clients.
“We urgently need to build convention centres across the country in the different tourism circuits to ensure there is a significant geographic spread for MICE clients.”
Kenya’s national conventional bureau, which helped in event bidding, is now inactive. According to James Mwaura, Chief Executive Officer of the KICC, there are plans to operationalise the bureau using existing infrastructure.
“The Cabinet Secretary is investigating how to bring the convention bureau back to functionality. There is a proposal to set up a national MICE council comprising public and private MICE stakeholders who will drive decisions.”