The latest annual report by the Rwanda Convention Bureau (RCB) indicates that Rwanda recorded a 48 per cent increase in revenue to $95 million from 160 events hosted in the country which attracted more than 65,000 delegates in 2023.

This was the highest figure on record in the ten years since RCB was established. This ostensibly points to the greater potential that Rwanda's Meetings, Incentives, Conferences, and Events (MICE) industry holds, according to stakeholders.

The country is expected to emerge as one of the most rapidly growing regions in the MICE industry, primarily due to strong demand from European markets, according to United Nations World Tourism Organization (UNWTO) World Tourism Barometer 2024.

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According to Celestin Makuza, the chief executive at Events Factory Rwanda, a local events management company, last year’s MICE performance reflects how far the country's MICE tourism has come.

Rwanda, he says, has ‘moved leaps and bounds’ from 2006 when the country hosted international conferences in tents and had only one five-star hotel to the present-day, with world class facilities for large events.

Conferences, a jewel

The said the government’s support to the MICE industry, through investments in infrastructure and promotional strategies, the safety and stability the country enjoys, and the visa-free regime, have enabled Rwanda to emerge as one of the top destinations in Africa.

"I was among the people who were skeptical when they built the Kigali Convention Centre, thinking that it was too big to fill, but we are currently exceeding its capacity,” he recalls, adding that there is a need for even bigger conference venues.

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Conferences are the jewel in the crown of MICE to focus on, because they are the most lucrative, he said, pointing out that the benefits that hosting international events bring cut across other sectors.

This, he said, has been evident whenever Rwanda has hosted international events such as the Commonwealth Heads of Government Meetings (CHOGM), Women Deliver Conference 2023, World Economic Forum on Africa 2016, and Basketball Africa League (BAL).

When Rwanda hosted CHOGM for the first time, everyone was upbeat about the expected return – from companies that manage events, and those that specialise in protocol services, to transporters, hospitality establishments, advertising agencies, and even small-scale traders in the countryside.

Makuza agrees, saying that the trickledown effect in hosting international events almost translate to everyone pocketing some money – like hotels, restaurants, ride-hailing services, and motorcyclists – which indicates how broadly the economy benefits.

"In fact, as we grow as a destination, we need to equip motorcyclists with soft skills because they are the ones to offer first-hand experience of the country, driving guests around,” he says.

Janet Karemera, the chief executive of RCB, agrees that the execution of events highly relies on the contribution of the private sector, highlighting that there are investment opportunities in human capital and equipment to expand the country’s production capacity and ensure the successful completion of events.

With more than 90 key events and meetings due to take place in the country in 2024, she highlights that the bureau seeks to harness the available resources to elevate Rwanda’s market position and firmly put it on the global MICE map.

The Allied Market Research, a research firm, indicates that the industry is projected to reach $1.5 trillion by 2028, driven by a compound annual growth rate of 11.2 per cent from 2021 to 2028.

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Experience diversification

For Divine Nshuti, an adventure enthusiast and travel blogger, there has been improvement in what the country can offer to visitors, especially for those who come to Rwanda to attend conferences.

Through Rwanda Development Board, tour companies can know and plan experience offerings ahead of events that attract a large number of people, allowing them to be creative and diversify beyond the usual destinations like Akagera National Park and the gorilla trekking experience, she noted.

"We have seen more opportunities come up for small businesses and you can only anticipate that has ripple effects to other sectors of the economy. More money flows into the economy when visitors get opportunity to embark on community tours, visit marketplaces, attend small festivals, and enjoy art functions,” she said.

Makuza insisted that the private sector can own up the space to create experiences that not only serve foreign visitors, but that are also tailored to and affordable for Rwandan consumers to remain sustainable beyond being short-lived during conferences.

Nshuti also noted that the government can consider flexibility with nightlife hours’ restriction to allow for visitors to make the most of the limited time they have around and have a feel of leisure in the country.

Service delivery...

While the MICE tourism presents potential for Rwanda’s economy, there are challenges that hold the industry back, which, if addressed, can enable the domestic MICE market to realise its full potential.

Poor service delivery is one of those challenges the hospitality industry faces, according to industry experts.

"Customer service should be felt by the client not just having it marked on a t-shirt. The attitude and skills need to be fixed,” Makuza said, adding that the majority of foreign guests do not necessarily stay at five-star hotels or demand luxury services, rather they consume services that an average Rwanda consumes.