Rwanda’s Meetings, Incentives, Conferences and Exhibitions (MICE) sector is entering a new planning phase, as industry stakeholders gathered today at Kigali Serena Hotel for a destination brand development workshop aimed at shaping the country’s next MICE strategic roadmap.
The workshop, held in partnership with GainingEdge, brought together players from across Rwanda’s business events ecosystem to share insights that will inform the development of the Rwanda MICE Strategic Plan for 2027–2031.
The new strategy will serve as a fully costed implementation roadmap covering institutional development, destination competitiveness, market growth, branding, sustainability and economic impact. It is expected to provide a clear framework for strengthening Rwanda’s position as one of Africa’s leading business events destinations over the next five years.
The exercise comes as Rwanda’s tourism sector continues to record strong growth. According to the Rwanda Development Board, tourism generated US$685 million in revenues in 2025, up from US$647 million in 2024, supported by 1.49 million visitor arrivals.
The MICE segment has remained one of the country’s fastest-growing tourism pillars. Recent figures show the sector generated approximately US$95 million in 2025, reflecting continued growth in Rwanda’s ability to attract international conferences, conventions, exhibitions and corporate events.
The Rwanda Convention Bureau has been working to position the country as a preferred destination for global business events by investing in modern conference infrastructure, professional event services and coordinated destination marketing. Kigali has in recent years hosted numerous high-profile international meetings, reinforcing Rwanda’s reputation as a safe, efficient and well-organised conference destination.
The destination brand development workshop marks the beginning of a collaborative process involving government institutions, the private sector and industry experts. Participants shared ideas and experiences that will help shape policies and priorities for the next phase of Rwanda’s MICE development.
Once completed, the 2027–2031 Strategic Plan is expected to guide investments and implementation across the sector, with the ultimate goal of increasing competitiveness, strengthening Rwanda’s global brand and ensuring that business events generate greater economic benefits for hotels, transport operators, restaurants, small businesses and the wider economy.
