Iain Stirling reports on the recent UFI MEA Conference in Rwanda
The UFI MEA Conference in Kigali, Rwanda, was held 15-17 April 2024.
Hosted this year by the Rwanda Convention Bureau, the event is a key gathering for exhibition industry professionals.
The event made a remarkable impression, fostering connections, knowledge sharing, and a vision for the future of the MICE industry in Africa and the Middle East.
Rwanda is an emerging destination for both leisure and business tourism and the authorities are not shy in their marketing spend with one $50m deal for Visit Rwanda seeing the brand plastered across Premier League Arsenal Football Club’s shirts in a four-year deal signed in 2021.
Now the challenge for Rwanda is to blend business with the breathtaking African experiences on offer. At the Kigali Conference, UFI’s delegates had the opportunity to take that journey and explore new horizons in the business events industry.
Explore Rwanda
Rwanda has a rapidly growing economy, ranked the third most competitive country in Africa by the World Economic Forum’s Competitiveness Report. Despite the troubles of the past, it is now also one of the cleanest and safest countries on the continent.
The capital, Kigali is within easy reach of rich cultural and natural treasures. Visitors can track endangered mountain gorillas in the Virunga Volcanoes, enjoy a Big 5 safari in Akagera National Park, or explore the biodiversity of Nyungwe, the largest protected mountain rainforest in Africa. The Cultural Heritage Corridor, community tours, tea and coffee plantations, adventure experiences, and the shores of Lake Kivu all offer unique experiences.
Rwanda’s delicious local cuisine, unique culture and arts, combined with breathtaking natural beauty, showcase the country’s warm hospitality.
The tragic history is not forgotten of course: Rwanda is committed to fighting the ideology of genocide. Visitors to the country will learn about the impact of the 1994 Genocide against the Tutsi. It can be a moving experience showcasing Rwanda’s journey towards peace and reconciliation. The Kigali Genocide Memorial, where 259,000 victims are buried, is a major education project.
Today, Rwanda is a peaceful, vibrant, and forward-looking country. United beyond tribal affiliations, Rwandans work together to rebuild their nation, advancing in education, health, social security, and entrepreneurship.
One of the greenest destinations on Earth, Rwanda is ranked 15th by the World Travel Guide (2020) and now the second safest place in Africa (Gallup Global Report, 2018).
It is ranked third for cybersecurity in Africa (Global Cybersecurity Index, 2018).
UFI MEA Conference 2024
This year’s UFI MEA conference in Kigali featured panel sessions and in-depth discussions on critical industry topics, alongside numerous networking opportunities. Attendees had the chance to connect with top decision-makers in the region and engage in social events showcasing local culture.
Highlights of the event include a welcome reception, networking dinner, and a sightseeing tour of Kigali. This edition aimed to build on the success of the previous conference held in Doha, Qatar, which drew 150 participants. The official opening session featured Jackie Nake Lumbasi as the event moderator and MC. There were welcome messages from UFI president Geoff Dickinson, CEO of dmg events, followed by the host’s address and a welcome from Nelly Mukazayire, deputy CEO of the Rwanda Development Board (RDB).
Rwanda – A New Rising Regional Hub for the MICE Industry, moderated by Jackie Lumbasi, was a session highlighting Rwanda’s emergence as a key player in the MICE industry. Panelists Christian Gakwaya, CEO of Rwanda Events; Janet Karemera, CEO of the Rwanda Convention Bureau; and Rob Kucera, district director East Africa & GM of Radisson Blu Hotel & Convention Centre, discussed Rwanda’s appeal to international stakeholders, the driving forces behind its growth, and the role of private-public partnerships in supporting the government’s vision.
Evolving Landscapes: The State of the Exhibition Industry with a Specific Focus on Africa and the Middle East was another session, this one curated by Enrico Gallorini, CEO of GRS Research & Strategy and president of Info Salons. He led a deep dive into the exhibition industry’s current performance and future strategies, providing attendees with valuable insights into creating optimal strategic frameworks for successful events in Africa and the Middle East.
Tapping into Emerging Markets: Opportunities and Challenges for the African Exhibition Industry was a session exploring the potential for growth in the African exhibition industry. Panelists Alexander Angus, managing director for Africa at Montgomery Group; David Ashdown, CEO of VUKA Group; and Dr. Geoffrey Manyara, economic affairs officer at UNECA, discussed strategies for overcoming challenges such as cultural differences and regulatory frameworks. The session emphasised the need for infrastructure investment, tourism promotion, and education to fully realise the industry’s potential.
Sustainability Practices in Events was a session moderated by Jackie Lumbasi. It focused on incorporating sustainable practices in event planning. Panelists Said Salim Al Shanfari, CEO of Oman Convention & Exhibition Centre; Tracy Thandeka Mkhize, COO of Cape Town International Convention Centre; Carol Weaving, managing director
of RX Africa; and Lindsay Bowman, head of MICE, sport, and e-sport at Visit Qatar, discussed strategies to minimise environmental impact, promote sustainability, and support local communities.
Exploring the Transformative Power of Generative AI and Emerging Technologies in the Business Events Industry saw Mykyta Fastovets, co-founder & CTO of ExpoPlatform, lead a session on the revolutionary impact of generative AI and other emerging technologies on the events industry. The discussion covered personalised event recommendations, real-time data analysis, and other advancements enhancing the overall event experience.
The Next Generation Leader in the Business Events Industry: What it Takes for a Female Executive to Win the Role was a session moderated by Trixie LohMirmand, executive vice-president of Dubai World Trade Centre. This session examined the profile of future leaders in the business events industry. Panelists Geoff Dickinson, CEO of dmg events; Michael Duck, executive-vice president of commercial development at Informa Markets; Sonto Mayise, CEO of Durban Convention Bureau; and Diego Cortese, VP of Venue Commercial at Dubai World Trade Centre, discussed how women executives can rise above their counterparts to become the next generation leaders.
Post-Conference Tour
The conference concluded with a city tour of Kigali. Attendees immersed themselves in the rich cultural heritage and dynamic atmosphere of the capital, visited historical landmarks, and connected with local communities, creating lasting memories and strengthening the bonds formed during the conference.
Rwanda has emerged as a popular destination for hosting events and conferences for several compelling reasons. I would list the following nine key points:
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State-of-the-Art Facilities: Kigali, the capital city, boasts modern infrastructure, including the Kigali Convention Centre, which is one of the most technologically advanced venues in Africa. It offers a range of facilities suitable for large conferences, exhibitions, and meetings.
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Strategic Location: Rwanda’s central location within Africa makes it accessible from various parts of the continent, facilitating easier travel for attendees. Kigali International Airport is well- connected with numerous international flights.
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Safety and Security: Rwanda is known for its safety and low crime rates, which provide peace of mind for event organisers and participants. The country has made significant strides in maintaining political stability and public safety.
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Sustainable Development: Rwanda has been recognised for its commitment
to sustainability and environmental conservation. Initiatives like banning plastic bags and promoting eco-friendly practices align with the values of many international organisations and events focusing on sustainability.
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Innovative Technology: The country is rapidly advancing in technology and innovation, with initiatives such as the Vision 2020 and Vision 2050 plans focusing on transforming Rwanda into a knowledge-based, middle-income country. The tech-friendly environment supports digital events and tech-driven conferences.
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Hospitality and Service: Rwandans are known for their hospitality, and the country has a growing number of high-quality hotels and hospitality services that cater to international standards, ensuring a pleasant stay for visitors.
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Cultural and Natural Attractions: Rwanda offers unique cultural experiences and stunning natural attractions, including the famous mountain gorillas
in Volcanoes National Park, which can be appealing add- ons for event participants looking to explore the country.
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Government Support: The Rwandan government actively supports the meetings, incentives, conferences, and exhibitions (MICE) sector. The Rwanda Convention Bureau also provides assistance and incentives for organising events in the country.
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Success Stories: Rwanda has successfully hosted numerous high-profile events, including the World Economic Forum on Africa and the African Union Summit, proving its capability to manage large- scale international events.
