Events Organizers in Intense Training to Enhance the MICE Sector

In a bid to enhance Uganda’s Meetings, Incentives, Conferences, and Events (MICE), the Uganda Tourism Board (UTB), in collaboration with the Uganda Conventions Bureau (UCB), has launched the country’s first-ever international-level training for event organizers. The 12-day hybrid training is scheduled to take place between September 30th and November 8th.

The first phase of the training, which is physical, will run from September 30th to October 4th. The second phase, conducted online, will occur from October 7th to November 1st, while the final physical phase is scheduled for November 4th to 8th.

This comprehensive training is expected to set a new standard for Uganda’s MICE tourism. Participants will receive internationally recognized certification upon completion, which will be crucial in positioning Uganda as a leading MICE destination.

Speaking at the start of the training, Lilly Ajarova, Chief Executive Officer of UTB, emphasized that one of the main challenges they face in promoting Uganda as a destination for international meetings is the lack of internationally certified event organizers.

//Cue in: “The challenge we …  

Cue out: …about this training.”//

According to Ajarova, the training typically takes up to three years to complete, but for this program, it has been condensed into 12 weeks to accommodate the schedules of the event organizers. She stated that this initiative aims to elevate Uganda into the top five MICE destinations globally, up from its current position of seventh. “We aim to get Uganda into the top five MICE destinations, up from the seventh position where it stands now, and the training of events organizers is one of the key aspects leading us to this target,” she said.

She further explained that the initiative will strengthen the sector’s regulatory framework, as participants will be licensed after accreditation to ensure they meet international standards. Pearl Kakooza, Chairperson of UTB, highlighted the economic benefits of focusing on MICE tourism, noting that business tourists significantly outspend leisure tourists. 

“We have done the calculations. A leisure tourist spends approximately USD 300 per person per day, whereas those who come for a business trip or meeting spend approximately USD 640. They may stay for a shorter period, but the impact is far-reaching,” she explained.

Kakooza added that the MICE sector has the potential to generate over USD 200 million annually for Uganda. “We want to grow this business for the benefit of Uganda,” she said. One of the participants, Suzan Nuwatamba, an event organizer with Executive Events and with 24 years of experience, shared her insights with URN. She revealed that the training had introduced her to aspects of event management she had not previously considered, such as obtaining certification.

“I’ve been in this space since 2000, but most of the things I am learning here are new to me, like having a certificate. I didn’t know things were this serious. I also learned about the Uganda Convention Bureau, which I didn’t know existed,” she noted.

Nuwatamba expressed that while the training was long overdue, it has arrived at an ideal time. She committed to attending all the sessions and urged government stakeholders to improve communication and collaboration with private sector partners to ensure a well-coordinated and vibrant MICE industry.

The participants are being trained in 12 modules, including Introduction to MICE & Bidding, Functional Design, Financial Management, Project Management & Registration, Event Logistics and Planning, Event Marketing and Communication, Accommodation & Housing Management, Sponsorship Management, Program Management and Legacy, Audio-visual & Technical Production, Event Design and Sustainability, and Food & Beverage Management.