UTB Kicks Off 12-Week Training for MICE Sector to Position Uganda as Premier Destination for Global Events

The Uganda Tourism Board (UTB), in partnership with the Uganda Convention Bureau, has commenced a comprehensive 12-week capacity-building training program for players in the Meetings, Incentives, Conferences, and Exhibitions (MICE)and sector.

This bespoke training aims to empower Professional Conference Organisers (PCOs), Professional Event Organisers (PEOs), across Uganda.

According to Pearl Houreu Kakooza, Chairperson of the Uganda Tourism Board, the MICE sector has immense potential for growth globally, offering opportunities to earn more foreign exchange.

“We have identified MICE as a key area where Uganda can generate significant revenue, surpassing the leisure sector,” she said.

Lilly Ajarova, UTB CEO, emphasized of importance of internationally certified and recognized players in the sector for Uganda’s competitiveness.

“For the competitiveness of destination Uganda, we need to have the players in the sector who are internationally certified, the most important aspect about this training is those who will go through it will be certified and internationally recognized.”

The global MICE market size was estimated at USD 802.59 billion in 2023 and is projected to expand at a compound annual growth rate (CAGR) of 9.1% from 2024 to 2030, according to Grand View Research.

MICE tourism boosts the economy by attracting large groups, fostering global business relationships, and facilitating knowledge exchange.

By investing in MICE sector training, Uganda is poised to capitalize on this growing market and establish itself as a premier destination for global events.