The country aims to enhance its tourism sector through significant growth in Meetings, Incentives, Conferences, and Exhibitions.
Rwanda aims to more than double its Meetings, Incentives, Conferences, and Exhibitions (MICE) annual revenues from $85 million in 2024 to $224 million (approximately Rwf325 billion) by 2028. This ambitious target is part of the country’s broader strategy to support the tourism sector and stimulate economic development, as outlined by officials during the Rwanda–Senegal Sports Tourism Forum held in Kigali on October 18, 2025.
Rwanda’s MICE Growth
Jean-Guy Afrika, CEO of the Rwanda Development Board (RDB), emphasized that MICE, a crucial segment of business tourism, is experiencing rapid growth in Rwanda. He stated, “MICE, which encompasses all events and conferences, is a segment that is developing very quickly in Rwanda.” According to the International Congress and Convention Association (ICCA) 2024 rankings, Kigali ranks as the second most popular city in Africa for hosting international meetings and events, following Cape Town, South Africa.
Highlighting Rwanda’s progress in MICE revenues, Afrika noted that earnings increased from $37 million in 2015 to $65 million in 2019, and reached $85 million in 2024. In that year, the country successfully hosted 160 events and welcomed 52,000 delegates.
The RDB projects a steady increase in MICE revenues, forecasting $130 million in 2025, $156 million in 2026, and $187 million in 2027. This growth is supported by the Rwanda Convention Bureau, a subsidiary of RDB, which plays a pivotal role in managing large conferences that require extensive coordination among various state institutions.
Afrika explained that Rwanda’s MICE strategy is built on three key pillars: connectivity, credibility, and predictability. These are underpinned by stable governance, a coherent regulatory framework, and a proven capacity for execution.
Under the second phase of the National Strategy for Transformation (NST2), which runs from 2024 to 2029, Rwanda aims to attract major events, exhibitions, and conferences to further boost MICE and sports tourism. The strategy also emphasizes enhancing the quality of MICE-related services through professionalization programs and certification initiatives, aiming to increase average visitor spending.
Economic Impact of Sports Events
Nelly Mukazayire, Minister of Sports, highlighted that sports in Rwanda transcend leisure, serving as a pillar of unity and national development. She pointed out the economic impact of sports-related events, which are integral to the MICE sector. Mukazayire noted that Rwanda has hosted several high-profile events, including the 73rd FIFA Congress in 2023 and the International Automobile Federation (FIA) General Assembly in 2024, generating over $30 million in revenue from international events in the last three years.
Recent highlights include the 2025 UCI Road World Championships, which attracted 743 cyclists from 108 countries, along with 3,000 officials and over 1 million spectators in Kigali. The championships garnered significant media visibility, being broadcast in more than 120 countries and reaching over 700 million viewers globally.
Infrastructure Development
To support its ambition of becoming a sports hub, Kigali is developing sports and leisure infrastructure. Mukazayire mentioned the construction of the BK Arena, which has a capacity of 10,000, and the Amahoro Stadium, which can accommodate 45,000 spectators. Other facilities include the Gahanga Cricket Stadium and the Kigali Golf Course.
Afrika noted that Rwanda’s tourism success, including MICE growth, is bolstered by investment-friendly reforms that have attracted luxury lodges and global hotel brands such as One&Only, Marriott, and Radisson. The establishment of conference facilities like the Kigali Convention Centre further enhances the country’s capacity to host international events.
Rwanda’s global branding efforts are also noteworthy, with partnerships established with prominent sports teams and organizations, including Arsenal, Bayern Munich, Paris Saint-Germain, and recently, the Los Angeles Clippers (NBA) and Los Angeles Rams (NFL). These partnerships are designed to provide significant global exposure for “Visit Rwanda,” the country’s official tourism brand.
As Rwanda continues to pursue its ambitious MICE revenue goals, the integration of sports and tourism is expected to play a crucial role in driving sustainable economic growth and enhancing the country’s international profile.
Key Points
- Rwanda aims to increase MICE revenues from $85 million in 2024 to $224 million by 2028.
- Kigali ranks as Africa's second most popular city for international meetings, according to ICCA.
- The RDB projects steady growth in MICE revenues, reaching $130 million in 2025.
- Sports events have generated over $30 million in revenue in the last three years.
- Infrastructure development includes the BK Arena and Amahoro Stadium to support sports tourism.
Sources: Rwanda sets sights on doubling MICE earnings to $224m by 2028
