The Uganda Convention Bureau (UCB), a unit under the Uganda Tourism Board (UTB), has launched a specialised capacity-building programme tailored for the private MICE sector.
The “Uganda MICE Bespoke Certification Training” programme was launched at Hotel Africana in Kampala on September 30 as a transformative effort to upgrade Uganda’s status as a MICE destination.
This programme targets destination marketing companies, professional conference organisers (PCOs), event organisers, suppliers and other key players in the country’s MICE industry.
Addressing participants during the launch, Pearl Hoareau Kakooza, Chairperson of the UTB board, emphasised the economic potential of MICE tourism, stating it has been identified as a key sector within the tourism industry where Uganda can earn significantly more than leisure tourism.
According to Kakooza, statistical analysis reveals leisure tourists spend approximately US$168 per person per day while business travellers attending meetings and conferences spend US$400 per person per night.
“While business travellers may stay for shorter periods, the economic impact is profound. Our objective is to push leisure and MICE tourism forward as each support the other.” Global growth of the MICE sector indicates there is potential to generate over US$200 million annually for Uganda, she added.
Lilly Ajarova, UTB CEO, underscored the importance of certification for sector players, emphasising the need for certified professionals in Uganda’s MICE sector.
“As we strive to attract international conferences, the global market increasingly seeks evidence of our capabilities. Our current lack of certified professional conference organisers has hindered our ability to compete effectively.”
Organised by UTB and supported by the World Bank’s Competitiveness and Enterprise Development Project, the training aims to ensure participants gain international recognition as certified PCOs and event organisers.
The 12-week curriculum condenses a typically three-year university course into a manageable time frame.
