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tunities. The primary objective of this
ganda Tourism Board CEO Lil- training was to elevate Uganda’s status
ly Ajarova took the initiative as an attractive and competitive global
to strengthen Uganda’s posi- incentive travel destination. By enhanc-
tion as a sought-after global
Uincentive travel destination. ing the competencies of partners with-
in the MICE ecosystem, this program
She officially launched the MICE (Meetings, professionalized the sector and secured
Incentives, Conferences & Events) Master- its long-term growth and competitive-
class at Méstil Hotel. This training program, ness.
delivered by SITE AFRICA, aimed to upskill
including DMCs and Tour Operators. The 5 UTB’s dedication to the MICE sector was 2023
and re-skill partners in the MICE ecosystem,

training took place over five days, from 5th The number of days reflected in several initiatives:
Expanding the Convention Bureau by
to 9th June 2023. that the training increasing staff capacity. In 2022, UTB iden-
took place over five
tified the need to
Acknowledging the pivotal role played by days, from 5th to enhance the private
Collaborating with MICE Consultant
David Sand, Tes Proos, and Esmare Stein- 9th June 2023. Rick Taylor to enhance UTB staff and sector’s skills to meet
hofel in delivering engaging and informative private sector expertise. global standards.
content, UTB demonstrated its commitment Conducting capacity-building pro- Consequently, a
MICE Consultant was
to raising the bar in Uganda’s MICE sector. grams, including tailored training for engaged to support
In 2022, UTB recognized the imperative UCB in operational-
to equip the private sector with the neces- PCOs, DMCs, and professional associa- izing Uganda’s MICE
tions.
sary skills to meet international standards. Hosting MICE buyers and media for sector.
A MICE Consultant was engaged to support on-site inspections to showcase Ugan-
UTB in operationalizing Uganda’s MICE sec- da’s offerings.
tor, revealing a need for specialized training. Actively participating in global MICE
Key areas identified for this training includ- expos to boost Uganda’s global pres-
ed: ence.
Foundation training for Destination The launch of the MICE Masterclass
Management Companies (DMCs) and Tour underscored UTB’s commitment to
Operators with a focus on incentive travel elevating Uganda’s MICE sector to in-
programs. ternational standards. By equipping the
Bespoke training for Professional Confer- private sector with essential skills and
ence Organizers (PCOs) to enhance event knowledge, Uganda aimed to flourish
and conference services. as a premier destination for incentive
Training for professional associations to
improve bidding for MICE-related oppor- travel.