Uganda is making a bold pivot to capture a slice of the $5 trillion global weddings and events market, positioning its misty mountains, crater lakes, and luxury resorts as the next frontiers for destination weddings, corporate retreats and milestone celebrations.
The ambition took center stage this week as Uganda hosted the inaugural Africa Destination Celebrations Conference and Expo (ADCCE 2026) at the Speke Resort Convention Centre, Munyonyo, under the theme “Africa Unveils Events in the Wild.”
The continental showcase has drawn international wedding planners, MICE specialists, tourism investors and hospitality executives from Nigeria, Kenya, UK, Botswana, South Africa, Zambia, Romania, India, France and Spain, all flown in to experience Uganda first-hand.
This is Africa’s first dedicated platform for destination celebrations and luxury events a direct challenge to global giants like IMEX, IBTM and DWP, where Africa has long been underrepresented.
At the heart of the story is a question posed by ADCCE Founder and President Jacqueline Nanteza, CEO of Stress-Free Planner and Wild Celebrations Africa Ltd:
“Why should Africa be known primarily for wildlife, safaris and holidays only, when we have the potential to host world-class destinations, international conferences, corporate retreats and milestone celebrations? Why should celebrations continue to gravitate towards Bali and Paris when Africa has diverse landscapes, cultures, hospitality and creative talent?”
Nanteza said Africa’s events, tourism, hospitality and creative industries have operated in silos, limiting international visibility. ADCCE merges them under one roof.
“This expo is not just about tourism; it is a merger of events and tourism. When a client is seeking a destination for a celebration or luxury event, everything they need will be under one roof.”
The programme features exhibitions of Uganda’s tourism and hospitality, keynote addresses, expert masterclasses, B2B matchmaking, and panels on destination marketing, service excellence, customer care, and international standards.
Frank Murangwa, Regional Director of ICCA, welcomed ADCCE as a platform to promote Africa and the Caribbean on the global stage.
The conference opened with “The Sounds of Africa Welcome Dinner” celebrating African music, cuisine, fashion and storytelling, and will close with “The Ice Ball” Africa Destination Awards Gala at Lake Victoria Serena Golf Resort and Spa.
After Munyonyo, international delegates will embark on familiarisation trips,gorilla trekking in Bwindi, boat cruises on Lake Victoria and the River Nile, island retreats, wilderness dining in Murchison, and cultural heritage tours.