UTB CEO Opens MICE Masterclass to Ensure International Standards

UTB recognized the importance of MICE (Meetings, Incentives, Conferences, Events, and Exhibitions) and took action to elevate Uganda’s MICE sector to international standards. The CEO opened a ground breaking MICE Masterclass, providing essential foundation skills for success in this dynamic industry.

In 2022, UTB identified the need to enhance the private sector’s skills to meet global standards. Consequently, a MICE Consultant was engaged to support UCB in operationalizing Uganda’s MICE sector. It became apparent that the private sector lacked the necessary skills to deliver services at international levels. To address this, a specialized training program was recommended to maintain Uganda’s competitive edge in the MICE market. The following key areas were identified for private sector training:

1. Foundation training for Destination Management Companies (DMCs) and Tour Operators, emphasizing incentive travel programs.
2. Bespoke training for Professional Conference Organizers (PCOs) to enhance event and conference services.
3. Training for professional associations to improve bidding for MICE-related opportunities.

Why was this training crucial? The primary objective was to strengthen Uganda’s position as an attractive and competitive global incentive travel destination. By upskilling partners across the MICE ecosystem, this program aimed to professionalize the sector and enhance competencies. The long-term vision is to boost competitiveness, ensure sustainability, and foster growth in Uganda’s MICE offerings.

UTB’s commitment to the MICE sector is evident through various initiatives:

1. Expanding the Convention Bureau by increasing staff capacity.
2. Enlisting the services of MICE Consultant Rick Taylor to enhance UTB staff and private sector expertise.
3. Conducting capacity-building programs, including tailored training for PCOs, DMCs, and professional associations.
4. Hosting MICE buyers and media on site inspections to showcase Uganda’s offerings.
5. Actively participating in global MICE expos to elevate Uganda’s presence.

The launch of the MICE Masterclass demonstrates dedication to elevating Uganda’s MICE sector and fostering international competitiveness. By equipping the private sector with essential skills and knowledge, Uganda aims to thrive as a premier destination for incentive travel.