The participation of Uganda in the IMEX-Frankfurt trade fair for the meetings and events sector is expected to have a positive impact on the country’s MICE industry.
The delegation from the Uganda Convention Bureau (UCB), led by Hon. Migereko Daudi, Chairman of the UTB Board, Director Chemonges Sabilla, and DCEO Bradford Ochieng, actively promoted Uganda as a desirable destination for meetings, incentives, conferences, and exhibitions.
During the event, Amb. Danny M. Ssozi, Deputy Head of Mission Germany, visited the Ugandan delegation, which further highlighted the importance of Uganda’s presence at the trade fair. Private MICE industry participants from Uganda, such as Speke Resort Munyonyo, Signature Africa, Gazelle Safaris Company, Wuza Events, Let’s Go Travel, Horn Bill Safari Company, Lake Kitandara Tour and Travel, and Gofan Safari, also showcased their offerings.
Hon. Daudi Migereko, Chairman of the Board of Directors, emphasized the value of the engagements the Ugandan team had during the exhibition in promoting Uganda as a prime MICE destination. The participation in IMEX allowed the UCB to connect with numerous pre-qualified hosted buyers and benefit from one-on-one assistance to achieve a return on investment. The expo provided a platform for business-to-business interactions, networking, and professional development activities, attracting influential guests through the international Hosted Buyer Programme.
The deputy CEO of UTB acknowledged the significant potential of the MICE tourism industry in Uganda to diversify the country’s tourism product and generate additional tourism revenues. As Uganda becomes a preferred MICE destination, it opens up new business opportunities, stimulates economic growth, and contributes to the development of human resources.
To further enhance Uganda’s success in the MICE industry, Mr. Boniface Byamukama, Vice Chairperson of the Uganda Hotel Owners Association, emphasized the importance of implementing essential tactics for MICE promotion and marketing.
In the fiscal year 2022-2023, the Uganda Convention Bureau began implementing its business plan by actively pursuing potential sales leads and participating in events such as “Africa Day.” The Uganda Convention Bureau stand received significant traffic, and prospective industry partners were engaged through presentations, resulting in several requests to host MICE events in Uganda. These efforts are aimed at attracting more MICE-related business and boosting tourism in the country.
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