Abstract

Meeting, Incentives, Conferences and Exhibitions/Events (MICE) tourism produces the highest daily yield amongst all the sectors in the tourism industry. It stimulates economic growth, as it has a direct knock-on effect only on the tourism industry, but also many other industries and job creation. It also contributes to destination brand building, attract thought leaders, whilst showcasing products, innovation and expertise, and generating media attention. This, in turn showcases a country’s level of readiness to do business with the rest of the world. Rwanda is a good example of this despite its challenges of having a skilled workforce, which can fully meet the demands of this fast developing sector (Ndegeya, 2019). Rwanda Convention Bureau reported that in 2018, over 35,000 international delegates were in Rwanda, generating about USD52 million. The amount generated in 2018 is more than the USD42 million generated in 2017 after hosting 192 conferences. Unsurprisingly, in May 2018, ‘the International Congress and Convention Association (ICCA) named Rwanda as the third most popular destination in Africa for accommodating international meetings and events’ (Ezeana, 2018).