The MICE sector is one of the more rapidly growing market segments of Rwanda and this aroused the interest of researchers to investigate its performance and promotion in Rwanda. The study was both qualitative and quantitative in nature. The population of this research was 100 respondents and the total sample size was 80 though after editing and coding, only 75 questionnaires were found to be valid.
The study revealed the enablers of MICE tourism development in Rwanda to be good infrastructure, cleanliness of Rwanda (e.g. Kigali city), zero tolerance to corruption, adequate security, and stability of the country, among others.
The strategy Rwanda is using to attract delegates to choose Rwanda were; top leaders’ negotiations at international forums, zero tolerance to corruption, being a reliable and safe destination for MICE events, strengthening “remarkable Rwanda”, and visiting Rwanda Campaigns, among others.
The influence of MICE tourism on the economy of Rwanda includes generating local employment, branding Rwanda, developing small and medium enterprises. The challenges identified were; limited or lack of facilities for special needs delegates, inadequate training for service providers, few ceremonies, and events etc.
The study concluded by recommending RCB and the government to involve private sectors in event organization/management, training the taxi men and night cab men how to deal with delegates, and good and reliable government policy that eases delegates’ movement in and out of Rwanda, more infrastructure in term of accommodation and big venue capacity to enhance to host 10,000 delegates.
The delegates require organizers to conduct intensive planning, programming, and expeditions if these events are to be successful as Mice or business tourists are less cost-sensitive than leisure tourists, hence requiring quality than quantity while spending as their purchase decisions are influenced primarily by their ability to use time efficiently while traveling.
Mice tourism is therefore, the use of travel services, hotel facilities and other amenities by people traveling for business purposes, which may include but is not limited to meetings, incentives, events, conferences, seminars, gatherings, celebration parties, company ceremonies, product launch, annual investor meet up, and training programs and after or during their schedules, these travelers often visit towns, villages, tourist attractions, souvenir shops among others.
The government has focused on upgrading the public transport system and has invested in a wide number of digital initiatives, such as cashless payments, and smart card systems in Kigali for cross-city travel transportation systems. This investment in the capital’s transport and payments infrastructure has enhanced the quality of services available to visitors and made it much more accessible. It has also had a positive impact with visitors feeling reassured that prices are regulated.
Rwanda’s tourism sector has begun its regenerative journey, where tourism initiatives are created to increase destination exposure and development, which then in turn allows for tourism stakeholders and government entities to reinvest in even more social and conservation efforts.
Rwanda is ranked as the second easiest place to do business in Africa, which explains why the country is attractive to not only tourism investors
Rwanda is one of the many nations in the world that has now recognized that the tourism sector can bring many benefits, and their story can serve as a guide for others who wish to do the same. While it is true that there is more work to be done in the East African country, Rwanda has positioned its tourism industry as a main tool for sustainable development, an exemplary strategy for any destination that is looking to grow their economy and conserve their resources.
With increased global competition, all destinations will need to ensure that their strategies are ambitious, targeted, and scalable. Significant advances in digital technologies in recent years has leveled the playing field in this regard for many smaller and emerging destinations.