Uganda has re-established its presence on the global business events stage after returning to IBTM World 2025 in Barcelona, one of the world’s most influential trade shows for the Meetings, Incentives, Conferences and Exhibitions (MICE) industry. The event ran from November 18–20 at the Fira Gran Via convention complex.
After missing last year’s edition, Uganda’s comeback signals renewed momentum under the country’s new MICE Strategy 2025–2030, which targets an estimated USD 250 million (about UGX 913 billion) in annual business tourism earnings. The strategy is led by the Uganda Convention Bureau (UCB) under the Uganda Tourism Board (UTB), in close collaboration with private sector MICE operators.
This year’s delegation featured ten Ugandan MICE companies, major hotels, destination management firms and incentive travel operators. Speke Resort Munyonyo Convention Centre, Serena Hotels and several industry players formed part of the national showcase as Uganda pitched its capacity to host regional and international business events.
Throughout the three day exhibition, the team engaged in structured business-to-business meetings with global event planners and corporate buyers. Uganda highlighted its integrated MICE offering, from world class conference venues and high-end accommodation to safari incentives like gorilla trekking and wildlife experiences that differentiate the Pearl of Africa in the global market.
UTB Chief Executive Officer, Juliana Kagwa, said the Barcelona showcase reinforces Uganda’s competitive edge:
“We are showcasing our vibrant MICE offerings, positioning Destination Uganda as the go to for meetings, conferences and events. The Pearl of Africa offers a complete 360 degree event experience world class facilities paired with unforgettable incentives like gorilla trekking and safari adventures.”
Uganda’s presence comes at a time when the African MICE sector is gaining international attention. With improved branding, a unified national stand and strong public-private coordination, the country’s representation at IBTM World 2025 demonstrated a more mature approach to marketing its business events potential.
Industry observers say the real test will be converting exhibition leads into confirmed conferences and ensuring that Uganda’s service standards match global expectations. But for now, Uganda’s message from Barcelona is clear the country is open for high value business tourism and ready to compete for international events.