Uganda hosts global events planners to boost tourism
The conference programme features exhibitions showcasing Uganda's tourism, travel, hospitality and events industries alongside keynote presentations and panel discussions addressing destination marketing, service excellence, professional standards and strategies for attracting international clients.
Jaqueline Nanteza (centre), founder and president of ADCCE, welcomes Nigerian wedding and events planners Christine Ogbeh (left) and Ifeoma Okoye, who are in Uganda for the conference. (Credit: Julius Luwemba)
______________ A group of wedding and events planners arrives at Entebbe International Airport ahead of their conference at Speke Resort Convention Centre. (Credit: Julius Luwemba)
Uganda is making a fresh push into the lucrative international wedding and events tourism market, seeking to transform its breathtaking wildlife landscapes, luxury hospitality facilities and rich cultural heritage into sought-after destinations for high value celebrations that could generate billions of shillings in tourism revenue.
The ambition has taken stage at the inaugural Africa Destination Celebration Conference and Expo (ADCCE 2026) in Kampala, which has attracted international wedding planners, events specialists, tourism investors and hospitality professionals from Europe, Africa and other parts of the world.
The two-day conference kicked off on Monday at the Speke Resort Convention Centre - Munyonyo, under the theme "Africa unveils events in the wild".
It seeks to position Uganda and the wider African continent as competitive destinations for weddings, corporate retreats, conferences and other major international celebrations.
Simplicious Gessa, head of communications and public relations at the Uganda Tourism Board (UTB). (Credit: Julius Luwemba)
"This initiative comes at a time when Uganda is intensifying efforts to diversify its tourism products beyond the traditional wildlife safaris, with particular emphasis on attracting high-spending visitors and strengthening the country's position in the international Meetings, Incentives, Conferences and Events (MICE) market," he said.
Jaqueline Nanteza, the founder and president of ADCCE, said the initiative seeks to introduce international events planners to Africa's largely untapped destination celebration opportunities, beginning with Uganda.
Jacqueline Nanteza (right), founder of ADCCE, welcomes Mannot Estelle Maeva from France at Entebbe International Airport ahead of the conference and familiarisation trips across Uganda. (Credit: Julius Luwemba)
She believes that Uganda possesses the natural attractions, hospitality facilities and professional expertise required to compete for international weddings and celebrations but "needs stronger connections with global events planners who influence destination choices".
The conference programme features exhibitions showcasing Uganda's tourism, travel, hospitality and events industries alongside keynote presentations and panel discussions addressing destination marketing, service excellence, professional standards and strategies for attracting international clients.
Mannot Estelle Maeva, a France-based wedding planning professional, said the conference presents an opportunity to discover Uganda's potential as an emerging destination for international weddings.
She observed that African destinations possess spectacular locations and capable professionals who can deliver world-class experiences but greater awareness among the European planners and clients remains essential.
Following the conference, the international delegates are expected to undertake familiarisation trips to selected national parks and tourism attractions, allowing them to experience Uganda's potential for hosting celebrations beyond the conventional urban venues.
According to the tourism annual performance report for the financial year 2025/26, the international tourist arrivals increased by 19.7% from 1.37 million in 2024 to 1.64 million in 2025.
Tourism earnings similarly increased by 21.3% from sh4.81 trillion in 2024 to sh5.83 trillion in 2025, reflecting increased visitor expenditure and longer stays.
The report further indicates that Uganda secured international MICE bids estimated at sh2.044 billion during the financial year, reflecting the growing importance of business events in the country's tourism development strategy.