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UTB CEO Leads the Way:

Elevating Uganda's MICE

Sector to International

Excellence

ganda Tourism Board CEO Lilly Ajarova Consultant was engaged to support UTB in operationaliz-
took the initiative to strengthen Uganda's ing Uganda's MICE sector, revealing a need for specialized
position as a sought-after global incentive training. Key areas identified for this training included:
travel destination. She officially launched Foundation training for Destination Management
Uthe MICE (Meetings, Incentives, Confer- Companies (DMCs) and Tour Operators with a focus on
ences & Events) Masterclass at Méstil Hotel. This training incentive travel programs. Bespoke training for Profes- This
competition
program, delivered by SITE AFRICA, aimed to upskill and sional Conference Organizers (PCOs) to enhance event and serves as a
re-skill partners in the MICE ecosystem, including DMCs conference services. platform for
and Tour Operators. The training took place over five days, Training for professional associations to improve bidding talented travel
from 5th to 9th June 2023. for MICE-related opportunities. writers to hone
their craft while
Acknowledging the pivotal role played by David Sand, Tes The primary objective of this training was to elevate illuminating
Proos, and Esmare Steinhofel in delivering engaging and Uganda's status as an attractive and competitive global in- the unspoiled
informative content, UTB demonstrated its commitment to centive travel destination. By enhancing the competencies geographic
raising the bar in Uganda's MICE sector. In 2022, UTB rec- of partners within the MICE ecosystem, this program pro- beauty of
Uganda.
ognized the imperative to equip the private sector with the fessionalized the sector and secured its long-term growth
necessary skills to meet international standards. A MICE and competitiveness.