From Kigali to Cape Town: How Rwanda Plans to Double MICE Earnings to Two Hundred and Twenty-Four Million USD by 2028 and Become Africa’s Business Tourism Hub

Rwanda, the East African country known for its natural beauty and rich wildlife, is setting its sights on significantly increasing its tourism earnings through the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. With an ambitious goal of more than doubling MICE revenue from $85 million in 2024 to $224 million by 2028, Rwanda is positioning itself as a leading hub for global business tourism. The nation’s strategic vision, outlined at the Rwanda–Senegal Sports Tourism Forum in Kigali, showcases a broad plan to attract major international events and conferences to fuel its economic growth and bolster the tourism sector.

The forum, held in October 2025, brought together officials from Rwanda and Senegal to explore how sports and tourism could collectively drive growth. Rwanda’s MICE industry is already growing rapidly, and with its future plans, the country intends to leverage its expanding infrastructure and global partnerships to secure higher revenues from business tourism.

Rwanda’s MICE Sector Growth and Future Projections

The MICE sector is an essential part of Rwanda’s business tourism strategy, rapidly becoming one of the country’s key economic drivers. Rwanda Development Board (RDB) has highlighted the remarkable growth of this sector, which saw revenues increase from $37 million in 2015 to $65 million in 2019, then to $85 million in 2024. These numbers are set to rise sharply over the coming years, with the RDB projecting $130 million in 2025, $156 million in 2026, and $187 million in 2027. By 2028, the country is targeting a total revenue of $224 million, a feat that would make Rwanda one of the leading destinations in Africa for hosting international conferences and events.

The growing demand for Rwanda as a venue for global events is also evident in international rankings. In 2024, Kigali was named the second most popular city in Africa for hosting international meetings, only behind Cape Town. This reflects the increasing recognition of Rwanda as a reliable and attractive destination for high-profile business events and conferences.

Rwanda’s Strategic Approach to MICE Growth

Rwanda’s MICE strategy revolves around three core pillars: connectivity, credibility, and predictability. The country’s governance stability and regulatory framework contribute to its reputation as a trustworthy destination for international events. Additionally, Rwanda’s ability to execute complex events, from logistics to security, ensures that high-level conferences are well managed and successful.

Under the second phase of the National Strategy for Transformation (NST2), running from 2024 to 2029, Rwanda aims to attract large-scale exhibitions and conferences that will not only increase MICE revenues but also promote sports tourism. The strategy includes improving the quality of MICE services through professional development, new certification programs, and enhanced industry standards. These efforts aim to boost the average spending of visitors attending business events and conferences.

A Sports Tourism Strategy to Complement MICE

In recent years, Rwanda has positioned itself as a growing sports tourism destination. Major events such as the UCI Road World Championships held in September 2025 attracted thousands of international cycling fans, athletes, and media coverage. Rwanda’s sports tourism achievements complement its MICE sector growth, as they create a multiplier effect, increasing the overall economic impact of these events. Sports events in the past three years have already generated over $30 million in revenue, and this number is expected to rise as the country hosts more international competitions.

For example, Rwanda recently hosted the 73rd FIFA Congress, the FIA General Assembly, and the Ironman competition, drawing thousands of participants and spectators from around the world. These events are seen as crucial steps in Rwanda’s journey to becoming a global sports hub. The visibility generated from broadcasting these events to millions of viewers worldwide is an important aspect of Rwanda’s strategy to enhance its global profile and attract more international visitors.

Infrastructure Developments to Support MICE and Sports Tourism

Kigali’s infrastructure is evolving rapidly to accommodate the growing demand for MICE and sports tourism. New developments such as the BK Arena, with a capacity of 10,000 people, and the Amahoro Stadium, which can hold 45,000 spectators, are part of Rwanda’s plan to become a global sports and leisure city. The country has also invested in several other sports facilities, including Gahanga Cricket Stadium and Kigali Golf Course, to host major events in the coming years.

Additionally, the Kigali Convention Centre has been a key asset in Rwanda’s efforts to attract international conferences. The center’s state-of-the-art facilities have hosted a number of prestigious events, helping cement Rwanda’s position as a desirable destination for MICE tourism.

Leveraging Global Partnerships

To further enhance the visibility of Rwanda as a tourism and MICE destination, the country has strategically partnered with major international brands in sports and entertainment. These partnerships include sponsorships with top-tier football clubs such as Arsenal, Paris Saint-Germain, and Bayern Munich, as well as associations with NBA and NFL teams like the Los Angeles Clippers and Los Angeles Rams. These collaborations are instrumental in elevating Rwanda’s profile on the global stage, making it a household name for tourists and business event organizers alike.

Travel Tips for MICE Tourists Visiting Rwanda

Accommodation Options: Rwanda offers a wide range of high-end accommodation options, including global hotel chains such as Marriott, Radisson, and One&Only, as well as local boutique hotels. Ensure that your accommodation is close to major event venues like the Kigali Convention Centre.
Transportation: Rwanda’s modern infrastructure makes getting around easy. Kigali is well-connected with an efficient public transport system, taxis, and rideshare options. For those attending events, consider staying in hotels offering shuttle services to key locations.
Local Attractions: When not attending conferences or events, take time to explore Rwanda’s famous tourist spots such as Volcanoes National Park, where you can go gorilla trekking, or Lake Kivu, a scenic getaway.
Visa Requirements: Rwanda offers visa-on-arrival for most nationalities, but it is advisable to check the visa requirements based on your nationality before planning your trip.

Final Thoughts

Rwanda’s aggressive expansion in the MICE and sports tourism sectors is a testament to the country’s commitment to sustainable economic growth. With strategic investments in infrastructure, global partnerships, and a focus on quality services, Rwanda is set to become a top destination for international business events and sports tourism by 2028. For travelers and business tourists alike, Rwanda promises a unique combination of vibrant culture, modern facilities, and scenic beauty, making it an attractive location for both leisure and professional purposes.

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