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Uganda Tourism Board

Uganda Tourism Board is the official statutory Government agency mandated with destination marketing and quality assurance of tourism facilities in Uganda. #UTB

Uganda Re-Positions as world’s leading MICE destination.

• The workshop on the theory of MICE delivered to Uganda travel trade partners by The Business Tourism Company's lead consultants Rick & College Taylor in Kampala.

The Uganda Tourism Board –UTB, has urged the private sector in tourism to start preparing to promote, prepare bids and get ready for international meeting, conferences and events.

This is as the country recovers from the effects of the covid19 lockdown with no record of covid19 deaths since the year 2022 began.

CEO of UTB, Ms. Lilly Ajarova , during the training of private sector players in the industry noted, “we are positioning ourselves to even get to the top of the ranking and that’s why we engaging with the private sector, preparing them, sharpening their skills or knowledge as Uganda Tourism Board, specifically also marketing Uganda as a MICE-destination.”

MICE is an acronym for Meetings, Incentives, Conferences and Events, a type and category of tourism that brings together large groups, usually planned well in advance.

“So, MICE is one thing that we’re using to position Uganda as a destination that provides the services. We are engaging with the private sector to refresh their knowledge and skills, and also for the facility owners to be more prepared as Uganda Tourism Board hosts what we call the Uganda Convention Bureau, Uganda Convention Bureau is a department within Uganda tourism board that is responsible for providing the support to the private sector on the MICE industry.” Ajarova added.

In 2019 Uganda was ranked the sixth most popular destination in Africa for hosting international conferences and events by the International Congress and Convention Association (ICCA) which represents the world’s leading association for the global meetings, conference and events industry.

According to Ajarova, Uganda had performed well in 2018 and 2019 before the Covid19 disruption and prior to those years they had been preparing better with a business plan to focus on the direction they wanted to take with MICE, as a country.

“We prepared more bids, and we got more meetings that we hosted and conferences that got us in sixth position and now we are positioning ourselves to get to the top of the ranking and that’s why we are engaging with the private sector, preparing and sharpening their skills and knowledge to market Uganda as a MICE destination.  

In attendance was Mr. Rick and College Taylor, CEOs of the Business Tourism Company and International Tourism Consultancy who said that they were delighted to be in Uganda with the single-minded purpose of establishing a new economic system “the Uganda Convention Bureau”, which will be housed under UTB to attract a $100 million to shows by the year 2025.

“MICE is an arena Uganda has just started to explore and is the really an exciting roadmap for the destination for the country.” Taylor said.

To do that, he says, the institution is going to deliver amazing opportunities from an investor point of view from a job creation point of view and of course, the government to the GDP.

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The Uganda Tourism Board (UTB) has officially awarded star ratings to 35 hotels recently graded and classified across the country.

During the event held at Golden Tulip Hotel in Kampala, UTB CEO Lilly Ajarova emphasized the significance of this initiative in showcasing Uganda’s diverse hospitality offerings to the world.

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“By providing clear classifications, we’re not only assisting travelers in making informed decisions about their accommodation options but also enhancing the overall tourism experience in Uganda,” she stated.

Ajarova further explained, “Government authorities, like UTB, ensure the quality of service meets standards. Our grading system supplements customer experience ratings, allowing us to assess aspects such as staffing and fair treatment.”

She highlighted that clear ratings make marketing easier, ensuring visitors know what to expect. “Understanding the standard, whether it’s a one-star or a four-star hotel, is crucial for meeting customer expectations.”

“This adheres to international standards. People anticipate specific services based on star ratings. Without this system in Uganda, both international and local visitors lack clarity on what to expect,” she emphasized.

For hotels, achieving a star rating signifies a dedication to excellence and quality service. For travelers, it provides assurance and confidence in their lodging choices.

Basir Ajer, Director of Tourism at the Ministry of Tourism, Wildlife, and Antiquities, stressed the importance of setting high targets for rapid sector growth. He highlighted the role of hotels as a significant component of tourism products, urging diversification and enhancement of various levels of hospitality.

“This exercise underscores our commitment to maintaining standards and striving for excellence globally,” Ajer remarked.

Pearl Kakooza, UTB Board Chairperson, explained that the grading process considers over 350 components to improve service quality and visitor confidence. She encouraged hotels to invest in facilities and staff training to attain higher star ratings.

Kakooza also mentioned part of the mandate given to the board is to promote and enhance the Meetings, Incentives, Conferences, and Exhibitions (MICE) product, urging hotels to position themselves strategically.

The East African Community established standards criteria for the classification of hotels, restaurants, and tourist facilities in 2009 to ensure quality standards across the region.

According to the Uganda Tourism Act 2008, accommodation facilities encompass lodges, motels, restaurants, guest houses, tented camps, town hotels, vacation hotels, villas, cottages, and serviced apartments.

Classification factors include location, room size, restaurant quality, interior décor, hygiene, safety, security, and human resources.

However, it’s important to note that grading and classification of hotels are not mandatory, and facilities under construction cannot be graded.

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Meet in Uganda

Since the early 2000s, Uganda has successfully hosted international meetings, notably The 19th Summit of the Non-Aligned Movement in 2024. Ranked among Africa’s top 10 MICE destinations, Uganda launched the Uganda Convention Bureau in 2018 to professionalize and promote the industry. The Bureau supports event planners with impartial advice and expertise, adhering to international best practices. It plays a strategic role in advancing government goals for MICE tourism, driving economic development, and collaborating with private sector stakeholders. Uganda invites global planners to experience its rich offerings for meetings and incentive travel programs.

UGANDA CONVENTION BUREAU

5th & 6th Floor Lugogo House Lugogo House,

Plot 42, Rotary Avenue (Lugogo Bypass), Kampala

P.O. Box 7211 Kampala, Uganda

T: +256 (0) 414 342 196/7

W: www.ucb.go.ug

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Uganda Wildlife Authority (UWA)

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The Uganda Convention Bureau (UCB) promoted by Uganda Tourism Board (UTB).

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