Dar es Salaam. The Tanzanian government has unveiled ambitious plans to establish the country as a continental leader in Meetings, Incentives, Conferences and Exhibitions (MICE) tourism, a high-value sector that promises year-round economic benefits.
At a high-profile stakeholder forum held at Dar es Salaam’s Serena Hotel on Thursday, government representative Ernest Mwamaja outlined the strategic importance of this initiative.
“The government has identified MICE tourism as a commercial product with enormous potential to increase national revenue and stimulate wider economic activity,” said Mwamaja, who was speaking on behalf of the Permanent Secretary of the Ministry of Natural Resources and Tourism.
Key to this strategy is the ongoing construction of a massive 5,000-seat conference centre in Arusha, specifically designed to attract major international events. The Tanzania Tourist Board (TTB) presented this development as part of comprehensive efforts to position Tanzania competitively in the global MICE market.
Mariam Ndabagenga, Director of MICE specialist firm Popular Links, emphasised Tanzania’s existing advantages.
“We have all the fundamentals – abundant natural attractions, quality hotels, excellent infrastructure and skilled event professionals. What we need now is proper coordination through a dedicated regulatory body,” Ndabagenga stated.
She highlighted the unique economic benefits of MICE tourism compared to traditional leisure travel, explaining: “Conference delegates typically spend three times more than regular tourists, and crucially, this sector isn’t seasonal. With proper management, it can generate stable income throughout the year.”
Thursday’s forum also featured practical training sessions led by governance expert Paul Bilabaye, who warned stakeholders about contractual responsibilities.
“When you mishandle a tender, you’re not just damaging your company’s reputation – you’re harming Tanzania’s standing in the international business community,” Bilabaye cautioned.
A panel discussion brought together regulatory bodies including TTB, BASATA, TRA and BRELA to address bureaucratic hurdles. “We’re working to simplify business registration and create genuinely investment-friendly policies,” a BASATA representative confirmed.
The day concluded with a networking reception that saw strong engagement from both public and private sector attendees. The event was jointly organised by Popular Links and BASATA, receiving widespread praise as a crucial step in Tanzania’s MICE tourism ambitions.
