Uganda’s Meetings, Incentives, Conferences, and Events (MICE) sector has received a major boost with the graduation of 45 professionals who undertook a bespoke training in MICE.
The training conducted by Event Academy Africa, was an initiative of the Uganda Tourism Board (UTB) in collaboration with the Uganda Convention Bureau (UCB), funded by the Private Sector Foundation of Uganda (PSFU) through Competitiveness and Enterprise Development Project (CEDP).
The 12-week training modules included introduction to MICE tourism and bidding, financial management, registration and project management, functional event design, event logistics and planning, event marketing and communication, accommodation and housing management, sponsorship management, program management, audiovisual, technical and legacy management.
The trainees were equipped with knowledge and skills in various aspects of MICE, including latest digital tools, budget drafting, graphics designing, and digital conference management, among others.
Sarah Kagingo, the Vice Chairperson of the Board of Private Sector Foundation Uganda, congratulated the trainees and expressed her excitement about the impact they will have on the MICE sector.
“It’s exciting that we now have 45 Professional Conference Organisers (PCOs). I congratulate you and look forward to your seamless execution of conferences that Uganda is bidding for,” said Kagingo.
She noted that the “MICE market size was estimated at over USD 800 billion in 2023 and is projected to expand at a compound annual growth rate of 9.1% from 2024 to 2030.”
Kagingo told the trainees that “You are now equipped with tools to run your businesses better and with the requisite professional skills and I look forward to our country and the events private sector cashing in on the global MICE market.”
She called on government to entrust the cohort of Professional Conference Organisers (PCOs) and Professional Event Organisers (PEOs) with the upcoming big events .
“I trust that this team will be relied on as PCOs and PEOs to execute the big events hosted by government and everyone will be expecting to see the difference you certainly will make,” she emphasized.
Kagingo commended the trainers for conducting the training in a manner that fosters retention.
“Thank you, Zelda and Gwyn, for sharing your experience and the fun-filled, unforgettable delivery of the training. You are forever welcome to our beautiful country, home to warm and hospitable people as you have experienced,” she said.
According to Henry Bukenya, in-charge Business Development at Uganda Convention Bureau, the training is a significant step towards enhancing Uganda’s competitiveness in the MICE sector.
“Things are looking up for the MICE industry because right now we have 45 more members who are certified and internationally recognized as professionals who can carry the weight of conference and event hosting,” Bukenya said.
Bradford Ocheng, Deputy CEO at UTB, noted that the growth of the MICE sector is crucial for the tourism industry, as it helps to reduce the effects of seasonality.
“As we monitor the ranking of Uganda on the continent as regards MICE, we are also tracking the kind of investment that eventually will come as a result of it. We are hopeful that you (PEOs and PCOs) will help us get there by making sure that your business environment is up to standard,” Ocheng said.
Titus Kakembo a beneficiary of the training, noted that the intensive training program for Uganda Professional Conference Organizers, will go a long way to improve Uganda’s MICE, having gained crucial knowledge on various aspects, like event organization, advocating for Uganda as a host destination and identifying emerging opportunities.
“We were also introduced to AI tools for designing, writing proposals and how to promote the destination, participants who initially started as competitors ended up as allies and collaborators in a multifaceted industry that requires diverse range of professionals,” he said.
The training program is part of a broader strategy to develop Uganda’s MICE sector, which is expected to attract $250 million into the economy by 2030.
Uganda’s MICE sector has been growing steadily, with the country hosting several high-profile international conferences in 2024, including the Non-Aligned Movement (NAM) Summit, the NAM Business Forum, the G77+China Summit and Conference of Speakers and Presiding Officers of the Commonwealth (CSPOC).
