SITE NEWS

A spotlight on the Uganda Convention Bureau

In mid-2023, the Uganda Tourism Board hired additional staff to lead the core operations of the Uganda Convention Bureau (UCB). This included a strategy and research unit, a marketing and industry relations unit, and a sales unit.

The sales unit is responsible for researching sales leads, liaising with clients, managing bidding, and subvention.

On the other hand, the marketing and industry relations unit focuses on developing Uganda’s MICE brand and creating its marketing and PR communications strategy. Lastly, the strategy and research unit is responsible for sourcing global MICE industry data, to keep track of industry trends, inform UCB’s innovative future strategic direction, and measure the performance of the industry sector.

The Uganda Convention Bureau (UCB) formulated and implemented a policy and strategy to guide the growth of the Meetings, Incentives, Conferences and Exhibitions (MICE) sector. The strategy included training the private sector, especially professional conference organisers (PCOs), venues, and destination management companies (DMCs) in understanding international service provision. Additionally, there was staff capacity building, an education program on the theory and practice of MICE amongst government MDAs, and lobby efforts to appreciate the value of MICE to socio-economic transformation.

The UCB recently performed a MICE audit in December 2023. The primary objective of the audit was to create a comprehensive database of MICE facilities, evaluate the performance of the MICE sector, analyse the data collected, and suggest key focus areas for stakeholders to enhance the industry.

UCB is taking proactive steps to promote MICE by actively participating in global exhibitions, advocating for the benefits of MICE, and engaging with key stakeholders, professional member associations, and government MDAs, to drive awareness and interest in this offering.

Convention Centre

Speke Resort Munyonyo has a great track record of hosting notable conferences and meetings. They are soon going to open Uganda’s first convention centre, which will be able to accommodate up to 2,500 delegates in the main hall. Additionally, the convention centre will have an exhibition gallery with an area of 800 square meters and twelve breakout meeting rooms. There will also be a multipurpose hall, covering an area of 620 square meters, a VIP lounge of 340 square meters, and a restaurant of 1,560 square meters. The restaurant will be equipped with the country’s finest chefs, who will serve the most exquisite cuisines, both traditional and modern.

Hotels

Uganda is home to three of the largest international hotel groups, Marriott, Hilton, and Best Western Hotels. This gives foreign delegates a variety of accommodation options they are familiar with, based on the high level of standards of services and amenities. The Uganda Tourism Board noted that Uganda has over five five-star hotels, 13 four-star hotels, 27 three-star hotels and 36 two-star hotels, whose facilities are capable of hosting conferences and exhibitions of up to 1,500 delegates, and meetings of up to 500 guests.

Events

• Non-Aligned Movement Summit, a forum where Uganda is a member. The goal of the forum is to represent the interests and aspirations of developing countries. The event was hosted from 15-20 January 2024. Delegates from more than 120 countries attended in person.

• Conference of Speakers and Presiding Officers of the Commonwealth, hosted from 3-6 January 2024.

• Africa Society for Blood Transfusion, scheduled for March 2024.

• ISO-CASCO Plenary Meeting. UNBS won the bid to host the plenary meeting in Kampala, set for April 2024. We expect 120 participants, representing the 163 ISO member countries, and it will be an opportunity for the bureau and the country to showcase its profile in promoting international trade through these global networks.

• In July 2024, the Congress of the Africa and Indian Ocean Commission will come to town to build capacities with the domestic teachers’ associations.

• The Africa Aviation Exhibition will have its first-ever exhibition in Kampala, 3-4 December 2024.

Trade Shows

• Meetings Africa 27-28 February 2024

This is a business trade show whose main purpose is to enable the growth of the business events industry on the continent and ultimately contribute towards its economic growth. A delegation from the Uganda Tourism Board and relevant stakeholders will attend to meet, network, and create valuable relationships through showcasing value offerings.

• IMEX Frankfurt 14-16 May 2024

One of the largest trade shows of its kind in the industry in Europe. This is where the global meetings, events and incentive travel industry come together annually.