Kampala — Tourism and events professionals in Uganda are set to converge later this month for a high-level masterclass aimed at strengthening skills and positioning the country within the fast-evolving global MICE tourism industry.
The one-day training, organised by Event Academy Africa, will take place on May 23, 2026, at the Sheraton Kampala Hotel, bringing together practitioners in meetings, incentives, conferences and exhibitions (MICE).
Organisers say the masterclass comes at a time when the global business events landscape is undergoing rapid transformation driven by digital innovation, shifting traveller expectations, and increased competition among destinations.
“As the global business events landscape evolves, the need for future-ready skills and strategies has never been greater,” Event Academy Africa said in a statement ahead of the event.
Participants will be taken through key areas, including the 2026 MICE industry outlook, advanced sales and sponsorship strategies, and the integration of digital and artificial intelligence tools in event delivery. The training will also focus on destination marketing approaches aimed at driving measurable tourism growth.
The session is scheduled to run from 10:00 am to 6:00 pm, with an optional networking dinner designed to foster collaboration among industry players.
The masterclass targets a wide range of stakeholders, including event planners, tourism operators, corporate executives, and hospitality professionals seeking to tap into the growing MICE segment, which is increasingly viewed as a high-value driver of tourism revenue.
Participants will receive a certificate of attendance, a digital toolkit with templates and notes, as well as access to networking opportunities and industry insights.
The cost of participation has been set at UGX 400,000 for the workshop, or UGX 500,000 for those opting to attend the networking dinner.
The event is supported by SoftPower Communications as the PR and media partner, while Flawless Creations will provide audio-visual and technical support.
Industry observers say such capacity-building initiatives are critical as Uganda seeks to position itself as a competitive destination for conferences and business events within the region.
With limited slots available, organisers are urging early registration, noting that the training presents “a unique opportunity to build capacity, strengthen networks, and position for the future of business events in Africa.”