Rwanda’s MICE sector set to fetch $88mn this year: Here’s how

Rwanda's Meetings, Incentives, Conferencing, Exhibitions (MICE) sector is set to make a significant impact on the country's economy, with a target revenue of $88 million for this year. In a recent interview with CNBC Africa, Frank Murangwa, Director of Destination Marketing at the Rwanda Convention, highlighted the country's progress in the MICE sector. According to Murangwa, Rwanda has climbed the ranks to become the second top destination for conferences and events in Africa, a substantial improvement from the 21st position in previous years. This growth is attributed to successful events hosted in the country, such as the Africa's South Forum, ICASA, and the Global Gender Summit in 2019, which attracted thousands of participants from around the world. These events have positioned Rwanda as a hub for international conferences and paved the way for future growth in the MICE sector. Looking ahead to 2020, Rwanda is set to host major events that will further boost the MICE sector. The Commonwealth Heads of Government annual meetings in June, the Inter-Africa Trade Fair in September, and the Africa Tourism Leadership Forum in July are expected to attract thousands of delegates and contribute significantly to the country's economy. Murangwa emphasized that these events will not only bring in revenue but also create job opportunities and drive economic development in Rwanda. In 2018, the MICE sector generated $55 million in direct revenue, with additional indirect revenues contributing to the overall economic impact. With a target of $88 million for this year, Rwanda is confident that it will achieve this goal through a calendar of diverse events and continued investment in the sector. The growth of the MICE sector in Rwanda is also closely linked to the country's recent recognition as Africa's top destination to travel to in 2020. Investments in high-end tourism facilities, such as the One&Only Gorilla's Nest and Singita Kwitonda, have played a significant role in enhancing Rwanda's appeal to international travelers. These investments have not only boosted Rwanda's tourism sector but have also positioned the country as a premier destination for conferences and events. The recognition as a top travel destination has bolstered Rwanda's reputation globally and is instrumental in reshaping the narrative about the country. As Rwanda continues to attract visitors and host world-class events, the MICE sector is expected to play a crucial role in driving economic growth and positioning the country as a key player in the global meetings and conferences industry.