Hospitality industry experts have challenged the government to further connect the country via air travel to increase its attractiveness as a host for international meetings and conferences. 

The government, through Rwanda Development Board, is focusing on Meetings Incentives Conference and Exhibitions/Events (MICE) as one of the top revenue earners for the tourism industry.

The strategy, built around ongoing infrastructure development and multiple players in the hospitality sector, aims at generating about $170 million from the sector by 2017.

Experts say for a country to increase attractiveness as a host for international meetings and conferences there is need to make it easily accessible to travelers from all across the world.

Improving connectivity also helps reduce transport costs for travellers.

Matthew Weihs, the managing director of Bench Events, a global events organising firm, on Wednesday, told The New Times that by working with airlines and airport authorities across the world, the government can improve the accessibility connectivity of Rwanda thus boosting chances to host major events.

Weihs also advised the government to avoid comparing Rwanda’s position in the MICE aspect with regional countries, but rather look to compete with established markets in events hosting such as countries in Europe and Asia.

"It is by competing with established markets in MICE that Rwanda can look beyond its neighbours and get on the global map,” Weihs said.

To meet the revenue projections, the country will need to brand itself as a major events host at a time when a number of countries around the world are eyeing the same status.

This, Weihs said, can be achieved through raising awareness of Rwanda’s ability and strengths as MICE host.

Weihs commended the government for its ambition and strategies in market exploration, saying Rwanda was on track.

Statistics from Rwanda Development Board shows that MICE contributed about $50 million of total tourism revenues last year, up from $49 million in the previous year.

RDB chief tourism officer Yamina Karitanyi said they were working with industry players and stakeholders to ensure that the country develops in the aspect.

Some of the efforts the government is looking at include hosting events such as Africa Hotel Investment Forum (AHIF), slated for next year, bringing together leading investors in the hospitality sector and major players.

Karitanyi noted that it was through such global events that they had been able to successfully invite new entrants in the sector such as Marriott Hotels, Radisson Blu Hotels, Radisson by Park Inn, Sheraton, Golden Tulip, Kempisnki and Zinc, among others.

Already, local players in the hospitality sector are warming up to tap into the strategy with plans of forming a professional conference organisers association underway.

Joseph Birori, the president of Rwanda Tours and Travel Association, said, previously, the majority of players were only keen on leisure tourism but recent developments have seen many pick interest in conference hosting as well.

"We are looking forward to teaming up and creating business networks and partnerships to make the most from the emerging opportunity,” Birori said.

Francine Havugimana, the proprietor of Impala Hotels and the deputy chairperson of Private Sector Federation’s tourism chamber, said the private sector was keen on the business opportunities presented by MICE initiative and were working on improving services to world class standards.

Among the major events scheduled to take place in the country this year include the second annual Transform Africa Conference and Interpol’s general assembly.

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