What you didn’t know about Uganda's MICE Potential. A Validation Meeting Recap
In the heart of Kampala, beneath the vibrant tones of the setting sun at Protea Hotel by Marriott® Kampala Skyz, I received an invitation to a stakeholders' assembly in the Uganda Meetings, Incentives, Conferences, and Exhibitions (MICE) industry on the morning of March 7th, 2024. Attendees entered with anticipation, marking a gathering of industry stakeholders, formulating strategies, and transforming aspirations into concrete plans, all to elevate Uganda's MICE sector to unprecedented levels. The ultimate beneficiaries were the people of Uganda, experiencing positive effects across the board.
Mr Gessa Simplicious, Head of Public Relations at UTB, Took charge of the day's proceedings with his trademark composure and charisma, setting the tone for participants to explore Uganda's MICE potential. Ms. Tukeikiriza Mellon. Senior MICE Officer and Head of The Uganda Convention Bureau, followed, underscoring the substantial efforts they have invested since the inception of the bureau, echoed by Mr. Bradford Ochieng. As the event progressed, the Deputy CEO of the Uganda Tourism Board (UTB) stepped up, delivering opening remarks filled with a sense of duty and appreciation towards all stakeholders, particularly acknowledging the Uganda Convention Bureau's pivotal role in catalyzing MICE activities in Uganda. He pledged increased investment in building a robust and comprehensive team.
He highlighted the pivotal role of MICE alongside leisure tourism, emphasizing its potential as a catalyst for transformative change, applauded the journey, shared wins and urged all stakeholders to do their part for the upcoming UTB Flagship MICE Showcase, The Pearl of Africa Tourism Expo (POATE) an annual tourism and travel trade show.
Cooperation echoed through the hall as stakeholders embraced a continuous learning mindset, We are celebrating 30 years of UTB, reminded the Deputy CEO and embracing the promise of a refreshed Uganda MICE Strategy. The stage was then graced by the insightful presentations of the Consultant and dynamic duo of Rick and Collette Taylor, who mapped the path ahead with wisdom and foresight. A notable point emphasized was that over half of the visitors were inclined to revisit Uganda for leisure within the next five years with their families.
Rick Taylor's words painted a vision of Uganda's future, where MICE would drive socio-economic growth and foreign direct investment. He underscored the importance of planting the MICE seed now, ensuring the entire production chain's unwavering support. Collette's presentation delved into the intricacies of winning with MICE, Why Uganda, and why the time is now. emphasizing the need for green practices, safety, accessibility, and competitive pricing to enhance Uganda's destination attractiveness.
The audience was captivated by the mosaic of key stakeholders and strategic partners outlined during the session. From convention bureaus to private sector players, the collaborative ecosystem promised a mix of events, certifications, and legacy projects aimed at sustainable job creation and economic empowerment.
The numbers spoke volumes, a testament to Uganda's burgeoning potential in the global MICE arena. With a consistent presence in Global MICE summits and strategic partnerships with international events, Uganda's footprint in the MICE landscape is set to expand.
In the twilight hours, as participants mingled, exchanging ideas and forging alliances, the spirit of possibility hung in the air, a reminder that Uganda's MICE journey was not just about conferences and exhibitions but about creating enduring legacies and shaping the destiny of a nation together.
In the commitment need of Uganda's MICE journey, the validation meeting was not just a milestone but a promise of a brighter tomorrow, where ideas converge, and destinies intertwine, fueled by the unwavering belief in the transformative power of MICE.
The Validation Meeting concluded with a sense of anticipation and determination lingering in the air. Attendees, ranging from seasoned professionals, academia, and supporting institutions, to budding entrepreneurs, departed with a renewed sense of purpose, armed with insights and strategies to propel the Uganda MICE industry to new heights and equally their responsibilities.
The discussions and presentations resonated deeply, highlighting the need for collaboration and innovation in driving sustainable growth. Rick and Collette's articulate experience served as a clarion call for concerted action, urging stakeholders to embrace change and harness the full potential of MICE as a catalyst for economic transformation.
With Uganda poised to host many international events and exhibitions, the spotlight is firmly on the nation's ability to showcase its unique blend of culture, hospitality, and professionalism on the global stage. The upcoming opportunities present unparalleled opportunities for stakeholders to network, learn, and showcase their capabilities on an international platform.
As delegates emphasised sustainable event management, conversations reverberated with optimism and enthusiasm. The Validation Meeting had not only validated the potential of the Uganda MICE industry but had also ignited a collective resolve to chart a course towards excellence and distinction in the global arena led by a winning strategy and culture.
Uganda is taking leaps in this space and still needs to stay consistent with a unified brand story, and investment in the positioning of this brand. In the weeks and months to come, the echoes of this gathering will resonate across boardrooms and conference halls, as stakeholders collaborate, innovate, and strive to realize the full promise of Uganda's burgeoning MICE sector. For in the convergence of vision and action lies the power to transform dreams into reality, and the Validation Meeting had set the stage for an inspiring journey of growth, opportunity, and prosperity.
About the Creator
Ram Hadji
BDS Consultant, Author, Nature lover, Wordsmithing wonders in the wild, Exploring nature's stories, over a decade and a half in: Marketing, Tourism, Real Estate, Fintech, Sports, Media, and Arts. Avid traveller, home is Kampala, Uganda
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