MICE tourism is booming in Rwanda. The country has come a long way in terms of hosting international events. Just ten years ago, conferences were held in tents, and the country had just one five-star hotel. Today, Kigali boasts a modern infrastructure, including the Kigali Convention Centre, which has become a symbol of the boom in Rwandan MICE.
This transformation has enabled Rwanda to become one of Africa’s leading conference destinations. The International Congress and Convention Association (ICCA) regularly ranks Kigali among the most attractive African cities for international events, just behind metropolises such as Cape Town and Nairobi. This rise is the result of a proactive government strategy, including massive investment in infrastructure, tax breaks for event organizers and a visa-free regime for international visitors.
Conferences, a pillar of MICE
Conferences are the most profitable segment of the MICE business. Major events such as the Commonwealth Heads of Government Meeting (CHOGM), the Women Deliver Conference2023 and the Basketball AfricaLeague (BAL) have attracted thousands of delegates, generating significant economic spin-offs for the hotel, transport and service sectors.
According to Célestin Makuza, Managing Director of Events Factory Rwanda, these events benefit the entire local economy. “When an international event is organized in Rwanda, hotels, restaurants, transport agencies, tourist guides and even small-scale traders benefit,” he explains.
To boost the country’s attractiveness, however, it is essential to improve the capacity of conference halls. The Kigali Convention Centre is already reaching saturation point, underlining the need to build new infrastructures adapted to large-scale events.
Diversification needed to extend visitors’ stay
While Rwanda has won over event organizers, the challenge now is to encourage visitors to extend their stay. Currently, the majority of delegates leave the country shortly after the end of their conference.Divine Nshuti, travel blogger and tourism expert, believes that Rwanda needs to broaden its tourism offering beyond classic sites such as Akagera National Park or gorilla trekking in the Virunga Mountains.” There’s a strong demand for immersive experiences. Visitors want to discover local culture, visit markets, attend festivals and interact with communities. We need to capitalize on these expectations,” she says.
The role of the private sector in the growth of MICE
The Rwandan government has played a key role in the development of MICE, but the private sector must now become more involved to fully exploit this market. Valentine Nashipae, Managing Director of Cube Communications Ltd, believes that collaboration between private companies is essential: “We need to work together to improve our infrastructure, our services and our tourism offering. This will enable Rwanda to become a key player in the global MICE market.”
Outlook and projections for the future
The global MICE market, valued at $916 billion in 2019, is expected to reach $1,780 billion by 2030, with an annual growth rate of 11.2%. Rwanda, with its modern infrastructure and strategic positioning in East Africa, is well placed to capture a growing share of this market.
By 2028, Rwanda could see its MICE revenues exceed $200 million a year, if efforts to improve the customer experience and diversify the offer are maintained.The country has succeeded in positioning itself as a major destination for international events, but challenges remain.
