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Tanzania eyes global spotlight in conference tourism
What you need to know:
- The forum heard that a new 5,000-seat conference centre is being built in Arusha to host large-scale international events – a development seen as a major milestone for the sector.
Dar es Salaam. The government of Tanzania is stepping up efforts to position the country as a leading destination for Meetings, Incentives, Conferences and Exhibitions (MICE) tourism, in a bid to grow the economy, create jobs and attract international investment.
Speaking at the MICE Stakeholders’ Forum on Thursday, Tanzania Tourist Board (TTB) director of marketing, Mr Ernest Mwamaja – representing the Permanent Secretary in the Ministry of Natural Resources and Tourism – reaffirmed the government’s commitment to developing MICE as a priority tourism segment.
“MICE tourism is a commercial product with vast potential to generate revenue and stimulate economic growth,” Mr Mwamaja said.
“By formally investing in this sector, Tanzania will join countries already reaping its benefits while attracting more business and conference travelers,” he added.
The forum heard that a new 5,000-seat conference centre is being built in Arusha to host large-scale international events – a development seen as a major milestone for the sector.
Director of public relations company Popular Link, Ms Mariam Ndabagenga, said Tanzania has the attributes to become Africa’s premier MICE destination.
“We have world-class hotels, robust infrastructure, rich natural attractions and skilled personnel to manage major events,” she said. “What’s missing is a formal coordination framework and a dedicated body to oversee MICE activities.”
She underscored the importance of delivering top-tier services to conference delegates to encourage repeat visits and greater economic returns.
“MICE tourists have strong spending power. With excellent service, they not only return but bring others. They should also be encouraged to explore beyond Dar es Salaam to experience our wider tourism offering,” Ms Ndabagenga noted.
Unlike leisure tourism, MICE tourism is not seasonal, offering a stable, year-round source of income.
The forum also featured a workshop led by Mr Paul Bilabaye from the Uongozi Institute and Secretary of the CHAN Preparatory Committee, who trained participants on legal frameworks, procurement procedures and contract management.
“MICE tourism holds great promise, but it all hinges on quality service delivery,” Mr Bilabaye said. “When you win a contract and underperform, you damage not only your company’s reputation but that
