Potential of MICE Tourism in Tanzania – examples of Rwanda and Tanzania

Abstract

This study examines strategies for enhancing Tanzania's MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism to promote economic growth in the country. While Tanzania is well-known for its wildlife and beach tourism, MICE tourism remains underdeveloped, despite the availability of quality hotels, conference centres, and local attractions. The study employs a mixed-methods approach, combining both qualitative and quantitative research methods. The findings indicate that professionals in the MICE tourism industry believe MICE tourists tend to generate more income for destinations than traditional leisure tourists, thereby contributing to an increase in foreign currency and investment in the country. (Kalulu & All, 2020)

However, this study revealed presence of significant problems, Tanzania does not have well organized plan for MICE tourism, (Ministry of Natural Resources and Tourism, 1999) there is a shortage of trained people to engage in MICE related jobs, and the companies involved in MICE activities does not receive sufficient support from the government and event organize this means there is poor linkage within MICE tourism practitioners. (Mwijarubi.and Sabulaki, 2019) On the other hand, Rwanda has made considerable progress by establishing a MICE bureau, training professionals, and working within a streamlined system; for instance, airlines, hotels, and international event organizers collaborate closely to bring events to a successful conclusion. (Behuria & Goodfellow, 2019)

The study recommends that Tanzania take several key steps to develop and boost the MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism sector. These steps include establishing a dedicated MICE bureau, creating a national tourism strategy, offering proper training and certification programs, supporting local companies in event management, and investing in Security. (Ronald and Ayobami and Condo, 2022)