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

  • Kalulu Ronald University of Tourism, Technology and Business Studies
  • Ayobami Aransiola Seun University of Tourism, Technology and Business Studies
  • Condo Abel University of Tourism, Technology and Business Studies
Keywords: MICE, Tourism, Enablers, Strategy
Share Article:


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


Download data is not yet available.


Abulibdeh, A., & Zaidan, E. (2017). Empirical analysis of the cross-cultural information searching and travel behaviour of business travelers: A case study of MICE travelers to Qatar in the Middle East. Applied Geography, 85, 152-162.

Aburumman, A. A. (2020). COVID-19 impact and survival strategy in business tourism market: the example of the UAE MICE industry. Humanities and social sciences communications, 7(1), 1-11.

Albayrak, T., & Caber, M. (2015). Prioritisation of the hotel attributes according to their influence on satisfaction: A comparison of two techniques. Tourism Management, 46, 43-50.

Buathong, K., & Lai, P. C. (2019). Event sustainable development in Thailand: A qualitative investigation. Journal of Hospitality, Leisure, Sport & Tourism Education, 24, 110-119.

Degarege, G. A., & Lovelock, B. (2020). MICE tourism development in Ethiopia. In Events Tourism (pp. 196-214). Routledge.

Disimulacion, M. A. T. (2021). Philippine MICE Tourism Post-Covid 19: an overview of challenges and opportunities. Asia Pacific International Events Management Journal, 2(1), 35-45.

Ermolaev, V. A., Yashalova, N. N., & Ruban, D. A. (2019). Cheese as a tourism resource in Russia: The first report and relevance to Sustainability. Sustainability, 11(19), 5520.

Getz, D., Andersson, T. D., Armbrecht, J., & Lundberg, E. (2018). The value of festivals. In The Routledge handbook of festivals (pp. 22-30). Routledge.

Gitau, E. N. (2017). Effect of mice tourism on hotel performance in three and four star rated hotels in Mombasa County; Kenya. (Doctoral dissertation, University of Eldoret).

Hossain, M. I., Oppewal, H., & Tojib, D. (2022). High expectations: How tourists cope With disappointing vacation experiences. Journal of Travel Research, 00472875221109828.

Katsitadze, N., & Natsvlishvili, I. (2017). Development opportunities of MICE tourism in developing countries: Case of Georgia. International Journal of Business and Management Studies, 6(01), 163-170.

Kerdpitak, C. (2019). The influence of destination attributes on the MICE tourism industry in Bangkok, Thailand. International Journal of Innovation, Creativity and Change, 10(1), 76-98.

Kumar, B., Lockyer, T., Patwardhan, V., Rao, S., Elebiary, A., Khanna, S., ... & Mohsin, A. (2015). Applied Hospitality and Tourism Research. Indian Journal of Applied Hospitality and Tourism Research, 7

Lekgau, R. J., & Tichaawa, T. M. (2022). The Changing Nature of the Mice Sector In South Africa Due to Covid-19. Tourism Review International, 26(1), 87-101.

Li, K. X., Jin, M., & Shi, W. (2018). Tourism as an important impetus to promoting economic growth: A critical review. Tourism Management Perspectives, 26, 135-142.

Mishra, R. R. (2020). Mice tourism in India: Powerhouse of a new era. PRAGATI. Journal of Indian Economy, 7(1), 33-47.

Mwijarubi, L. B. & Sabulaki, N. P. (2019). Assessment of business tourism in promoting tourism growth in Arusha, Tanzania. International Conference on the Future of Tourism (ICFT), 16th -17th April 2019. The Open University of Tanzania

Nizeyimana, J. P., & Kalulu, R. (2017). The effective use of social media as a competitive advantage in tourism industry “A case study of Rwanda rural tourism destination areas”, 22. In ATLAS Africa Conference 2017, (p. 22).

Odunga, P. I. U. S. (2022). Tourism Industrial Linkages In Rwanda’s Economy. Journal of Tourism Economics and Policy, 2(1), 41-50.

Parker, C., Scott, S., & Geddes, A. (2019). Snowball sampling. SAGE research methods foundations.

Pascariu, G. C., & Ibănescu, B. C. (2018). Determinants and implications of the tourism multiplier effect in EU economies. Towards a core-periphery pattern?. Amfiteatru Economic, 20(12), 982-997.

Rojas Bueno, A., Alarcón Urbistondo, P., & del Alcázar Martínez, B. (2020, May). The MICE tourism value chain: proposal of a conceptual framework and analysis of disintermediation. In Journal of Convention & Event Tourism (Vol. 21, No. 3, pp. 177-200). Routledge.

Ronald, K., Callixte, K., Emmy, T., & Pascal, N. Rwanda’s Innovative Marketing Strategies and Influence on Tourism Development: Case of Northern Tourist Destinations in Rwanda. Journal of Research Innovation and Implications in Education, 4 (2) 70-83.

Rüdiger, S., & Dayter, D. (2017). The ethics of researching unlikeable subjects. Applied Linguistics Review, 8(2-3), 251-269.

Rwigema, P. C., & Celestin, R. P. (2020). Impact of Covid-19 pandemic to meetings, incentives, conferences and exhibitions (Mice) tourism in Rwanda. The Strategic Journal of Business and Change Management, ., 7(3), 395-409.

Sardar, S., Hossain, M. E., Hossain, M. I., & Islam, M. S. (2020). Factors affecting visitor’s satisfaction: an empirical study on the Paharpur Buddha Vihara, Naogaon, Rajshahi. Int. J. Manag. Account, 2(4), 61-73.

Sharma, A. (2018). Creating new event opportunities and re-creating old events in an innovative way: Case study of Hadoti region. In Tourism Events in Asia . Routledge., (pp. 36-46).

Sharma, A., & Arora, S. (2022). Event Tourism: Prospects and Trends. Event Tourism in Asian Countries, 1-8.

Smagina, N. (2017). The internationalization of the Meetings-, Incentives-, Conventions-and Exhibitions-(MICE) industry: Its influences on the actors in the tourism business activity. Journal of Economics & Management, 27, 96-113.

Suleiman, H. (2017). The income and employment multiplier effects of tourism: the case of Rwanda period: 2015. (Doctoral dissertation, University of Rwanda).

Tola, M. W., & Gebremedihen, K. A. (2020). Challenges and Opportunities of MICE Tourism Development in Arsi Zone Oromia Regional State of Ethiopia. Journal of Tourism, Hospitality and Sports, 50, 17-27.

Trišić, I., & Arsenov-Bojović, V. (2018). The role of MICE industry in tourism development. In Tourism International Scientific Conference Vrnjačka Banja-TISC , (Vol. 3, No. 2, pp. 275-293).

Uansa-ard, S., & Binprathan, A. (2018). Creating the awareness of halal MICE tourism business in Chiang Mai, Thailand. International Journal of Tourism Policy, 8(3), 203-213.

Wahyudin, N., Pratama, S., & Kusumah, E. P. (2019, October). MICE Model: Artificial Tourism Potential. In International Conference on Maritime and Archipelago (ICoMA 2018) (pp. 263-266). Atlantis Press.

28 December, 2022
How to Cite
Ronald, K., Seun, A., & Abel, C. (2022). Rwanda Mice Strategy and Its Influence on the Tourism Industry. Case Study of Rwanda Convention Bureau. African Journal of Tourism and Hospitality Management, 1(1), 15-32.