C-NEWS BUREAU CHIEF
In the wild expanses of Uganda’s landscapes, the lion, giraffe, rhino, and elephant stand as timeless emblems of nature’s grandeur, drawing in a constant stream of awestruck tourists from across the globe. Each of these creatures, with its own unique allure and fierce majesty, captivates the hearts of those who journey far to witness them in their natural habitat. The lion, with its regal mane and commanding presence, embodies the raw power of the animal kingdom. The giraffe, towering and elegant, graces the savannah with a gentle dignity, while the rhino, armored and ancient, roams with a prehistoric grace. The elephant, wise and wondrous, parades with a solemn grandeur, leaving deep impressions on both the earth and the hearts of onlookers.
These iconic animals are more than just symbols of the wild; they are vital characters in Uganda’s thriving tourism narrative. Leisure tourism, enriched by these magnificent beings, is not only an adventure for the soul but also a crucial contributor to the nation’s economy. According to the Uganda Investment Authority, this sector injects a significant 7.7 percent into Uganda’s Gross Domestic Product, underscoring its importance not just for conservation and enjoyment, but also as a vital lifeline for the country’s economic well-being.
Nonetheless, the emergence of business tourism stands as a promising addition to our nation’s revenue streams. In essence, business tourism encompasses a spectrum of activities; meetings, incentives, conferences, and exhibitions, succinctly abbreviated as MICE.
Colette and Rick Taylor, consultants at the Uganda Conference Convention, are instrumental figures in the endeavor to cultivate business tourism within Uganda. Their mission is anchored in the belief that the potential benefits of business tourism extend far beyond mere financial gains; it holds the promise of poverty alleviation for our nation.
Lily Ajarova, the CEO of the Uganda Tourism Board, underscores the pivotal role of the Uganda Conference Bureau, a unit within UTB entrusted with the mandate to foster the growth of business tourism. Ajarova emphasizes that Uganda, alongside Africa as a whole, has yet to fully exploit the vast opportunities presented by business tourism. Notably, despite the global industry’s staggering worth of $1 trillion, Africa’s share remains a mere $20 billion, constituting a mere 5%.
However, amidst these challenges, there exists a glimmer of hope. Taylor asserts that the MICE industry possesses the potential to flourish within Uganda provided the nation enhances its infrastructure, services, and facilities. She stresses the importance of safety, accessibility, and sustainability as indispensable pillars for the success of MICE initiatives. Taylor further highlights the necessity for business tourism travelers to be assured of seamless transportation networks and the availability of quality facilities, ideally meeting a 3-star rating, aligning with their expectations for service excellence.
Earning from MICE
Taylor emphasizes the substantial economic benefits that MICE (Meetings, Incentives, Conferences, and Exhibitions) can bring to a country, particularly through the influx of foreign currency, thereby bolstering its economy. Moreover, she underscores the invaluable role of business tourism in facilitating knowledge transfer, fostering the exchange of new technologies and best practices among professionals, while also acknowledging its “other unquantifiable benefits.”
In generating income from business tourism, countries employ various strategies and revenue streams. Taylor highlights the immediate revenue streams such as conference income derived from registration fees, exhibitions, and sponsorships. Additionally, she notes that further income can be garnered from expenditures related to venue rentals, equipment, and logistical support.
Illustrating the tangible economic impact, Taylor recounts the Non-Aligned Movement Summit hosted by Uganda at the Speke Convention Centre in Munyonyo. During the event, she recounts how approximately 1,500 delegates were served two eggs each for breakfast over six days, resulting in the consumption of 3,000 eggs daily. This translated to a substantial income of Shs 1.5 million per day for Ugandan farmers, assuming each egg was priced at Shs 500.
Furthermore, Taylor underscores the symbiotic relationship between MICE and leisure tourism, noting that delegates often extend their stays to explore tourism sites before or after conferences, thus enhancing overall tourism revenues.
Highlighting the tangible gains achieved thus far, Ajarova points to successful events such as the Africa Society for Blood Transfusion (AfBT) and the Non-Aligned Movement Summit held at the Speke Convention Centre, showcasing Uganda’s growing prominence as a destination for business tourism.
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