Tanzania has stepped up efforts to position itself as a leading hub for Meetings, Incentives, Conferences and Exhibitions (MICE) tourism in Africa, bringing together stakeholders in a national forum held on Wednesday in Dar es Salaam.
The forum, hosted at Serena Hotel, drew participants from the tourism, business, and public sectors, with discussions focused on unlocking the country’s potential in the growing MICE industry.
It was organised by event management firm Popular Links, in collaboration with Alliance Française Dar es Salaam and the National Arts Council (BASATA).
Speaking during the official opening, a representative from the Ministry of Natural Resources and Tourism reaffirmed the government’s commitment to expanding the MICE sector, describing it as a strategic area for attracting international visitors and boosting foreign exchange earnings.
The ministry emphasised that enhanced infrastructure, targeted marketing, and streamlined regulations were central to positioning Tanzania competitively in the regional MICE space.
A presentation delivered by the Tanzania Tourist Board (TTB) offered an overview of the MICE sector’s outlook in East Africa, noting that Tanzania’s geographical advantage, improving conference facilities, and political stability provide strong foundations for growth.
The Board cited the ongoing construction of a 5,000-seat convention centre in Arusha as an example of the country’s determination to attract large international events.
Participants engaged in technical training led by the UONGOZI Institute, focusing on legal frameworks, procurement, and contracting processes relevant to the MICE industry.
The training aimed to provide operators with a practical understanding of regulatory compliance and business conduct in the events sector.
A key highlight of the forum was a policy roundtable that brought together officials from TTB, BASATA, the Tanzania Revenue Authority (TRA), and the Business Registrations and Licensing Agency (BRELA).
The discussion explored reforms to improve inter-agency coordination, reduce bureaucratic hurdles, and create a more conducive environment for local and foreign investment in MICE tourism.
As part of efforts to professionalise the industry, participants who completed a six-month Event Management Masterclass received certification during the event.
The programme, facilitated by Popular Links, ran from February to August and provided comprehensive training on planning and delivering high-impact events.
The forum concluded with a networking cocktail reception, offering stakeholders a platform to establish partnerships and discuss future collaborations in the MICE sector.
Organisers said the forum marks a significant milestone in raising awareness of Tanzania’s capacity in the business tourism market and building momentum toward greater visibility at the continental level.