DAR ES SALAAM, Aug 8 (NNN-DAILYNEWS) — TANZANIA is taking bold steps to develop its Meetings, Incentives, Conferences and Exhibitions (MICE) sector as part of a strategic plan to grow tourism revenue and tap into the global business and professional travel market.
According to Director of Popular Link, Mariam Ndambagenda, Tanzania has the potential to become a major hub for international meetings in Africa, thanks to its rich natural and cultural resources.
However, she said that the MICE sector still lacks a formal framework for coordination and development.
“MICE is a multi-trillion-dollar industry globally. Countries like Rwanda have made impressive gains by investing heavily in infrastructure and promoting themselves as international meeting destinations. Tanzania has the assets, but we need structured investment and coordination,” said Ndambagenda.
She added that the country already hosts medical tourists and is seeing growth in niche areas like gastronomy tourism.
“MICE tourists are unique. They come with purpose, they have spending power, they demand quality and if satisfied, they bring others,” she noted.
While Tanzania boasts modern hotels, natural attractions and skilled event planners, the absence of a dedicated Convention Bureau is hampering sectoral growth. Such a bureau would help set standards, solve logistical challenges and act as a central body to promote the country as a MICE destination.
The government, through the Ministry of Natural Resources and Tourism, has acknowledged the sector’s potential. Ernest Mwamaja, from Tanzania Tourism board, confirmed that MICE is one of three tourism priority areas highlighted in the ruling party’s 2020 election manifesto.
He said the government is working to formalise and strengthen the sector through infrastructure investment, institutional support and stakeholder engagement.
“MICE is a strategic product under our national tourism development agenda. It is key to boosting national income and stimulating economic activities across sectors,” Mwamaja explained.
He noted that institutions like Tanzania National Parks Authority (TANAPA), Ngorongoro Conservation Area Authority (NCAA), TAWA and Tanzania Wildlife Management Authority (TAWA) and Tanzania Forest Services Agency (TFS) already play a role in conserving natural resources, but MICE offer a way to increase their economic utility sustainably.
“Our goal is to ensure that delegates coming for a conference in Dar es Salaam also explore our natural attractions. This has direct benefits for transport, hospitality, food industries and youth employment,” Mwamaja said.
Unlike other forms of tourism, MICE is not bound by seasons, providing consistent income year-round. The government is calling on both public and private stakeholders to unite in promoting and building the sector.
Mwamaja stressed the need for a national Convention Bureau to coordinate efforts, resolve disputes, enforce standards and enhance Tanzania’s image internationally.
Tanzania is now positioning itself to join the league of nations benefiting from MICE tourism, with stakeholders urged to work together to unlock the sector’s full economic potential. — NNN-DAILYNEWS
