Uganda positions as MICE Destination at 2019 IBTM

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UTB Vice Chairperson, Ms Susan Muhwezi and Ruparelia Group's Amit Sachdeva at IBTM 2019, Barcelona, Spain. IBTM World is the leading global event for the Meetings, Incentives, Conferences and Events (MICE) industry.
By :

Baluku Geoffrey

Barcelona, Spain – Uganda Tourism Board (UTB) is leading hotel and tourism players from the country to market Uganda in this year’s IBTM show in Barcelona, Spain.

Led by UTB Board Vice Chairperson, Mrs. Susan Muhwezi, Mice Uganda is joined by players from the private sector among them Speke Resort Munyonyo under Ruparelia Group brand, Serena Hotel, Lake Kitandara Holidays, The Uganda Safari Company, Purposeful Incentives, and Last Events.

The delegation is using the forum which commenced on Tuesday at Fira Barcelona Gran Via, and ending tomorrow (Thursday November 21st), to market and position Uganda as a favourable business events and conferencing destination.

The Uganda Hotel Owners Chairperson, Susan Muhwezi who also serves at the UTB Board as a Trustee noted that IBTM presents an enormous opportunity for Uganda and in particular the hotel and accommodation segment.

“MICE tourism boosts hotel revenue and the economy. Our visit here is strategic and ties into the overall plan to not only boost tourism receipts and contribute to the growth of Uganda’s economy,” Mrs. Muhwezi said.

“UTB will continue working closely with private sector to position Uganda as the preferred business and conference tourism destination,” she added.

Uganda Tourism Board through its MICE department is mandated to market and position the country for conference tourism both locally and internationally. It is coordinating Uganda’s participation at the 32nd edition of the IBTM.

UTB is joined by players from the private sector mainly hotels and tour firms.

Commenting on the same, Lilly Ajarova, the UTB CEO said that Uganda’s participation in MICE exhibitions has been part of our bigger strategy to position Uganda as not only a leisure destination but a business host destination as well. The development of the MICE tourism sector offers vast opportunity to diversify Uganda’s tourism offering thus deepening and sustaining its tourism success, providing new business opportunities, building human resources, stimulating economic growth and earning significant additional tourism revenues.

In the recent past, Uganda has joined the league of preferred MICE Tourism destinations in the global MICE industry through the participation in MICE expos, hosting of international conferences and meetings such as the just-concluded Commonwealth Parliamentary Conference and membership of key MICE associations such as ICCA (International Congress and Convention Association), MPI – (Meeting Professionals International) and SITE – Society for Incentive Travel Excellence.

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