Lilly Ajarova
The Uganda Tourism Board (UTB) has laid the ground for the country to tap into the lucrative business tourism, which includes hosting major international meetings, conferences, events and exhibitions.
Business tourism also known as MICE (Meetings, Incentives, Conferences and Events/Exhibitions) is a one-trillion-dollar industry, according to the latest estimates by the International Congress and Convention Association.
The industry has become a major foreign exchange earner and economic growth driver for the several countries around the around the world.
Neighbouring Rwanda is the top beneficiaries of business tourism after an aggressive lobby campaign and huge investments in the hospitality infrastructure.
Speaking on Tuesday, March 5 during media workshop at Protea Sky’s hotel in Kampala, the chief executive officer of the Uganda Tourism Board Lilly Ajarova said they have set up the Uganda Convention Bureau (UCB) to amplify Uganda’s maximum potential in business tourism.
South African tourism expert, Rick Taylor and his wife, Collette, have been hired as consultants to expedite the three-year strategy that will include training of the private sector service providers, ministries, government agencies, events managers and organisers, among others.
The move follows Uganda’s recent success in hosting major international meetings that included the NAM Conference and G-77 Plus China Summit at the Speke Resort, Munyonyo Convention Centre.
Ajarova noted that an extra 850 jobs were created for the local people during the two events.
“The number of jobs created in this short period shows that we can benefit more as a country if well organized,” she said.
Before the Covid-19 pandemic, Uganda was ranked sixth best tourism destination in Africa after hosting 22 international meetings. In comparison, third-placed Rwanda and fifth-placed Kenya hosted 32 and 27 meetings respectively.
South Africa topped the rankings after hosting 103 meetings followed by Morocco with 45 events. Experts are opportunistic the business tourism industry will hit the climbing curve this year in the aftermath of Covid-19 travel restrictions.
Source: The Observer
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