Rwanda Mice Strategy and Its Influence on the Tourism Industry. Case Study of Rwanda Convention Bureau

Abstract

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 used convenience and purposive sampling. Both primary and secondary data sources were applied in the study including documentation, questionnaire, and interviews. 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 organisation/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