According to the World Bank Rwanda saw an increase of 75 per cent in tourist arrivals between 2010 and 2015. Cardinal to this binge is the MICE Strategy which the East African nation has embraced whole heatedly. Globally the MICE market, includes around 400,000 conferences and exhibitions, is estimated at a size of US$280-$300 billion and many nations’ tourism economy thrives on this sector. With World Travel Trends Reports showing the MICE contribution to the total travel market being around 54 per cent, it’s no surprise that Rwanda chose to position herself as the penultimate MICE Hub on the continent. But the sector has challenges like any other.