THE government has taken strategic steps to strengthen the Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism subsector as a new avenue for economic growth, job creation, and attracting investors from various countries.

Speaking at the MICE Sector Stakeholders’ Forum held in Dar es Salaam yesterday, Ernest Mwamaja, representing the Permanent Secretary in the Ministry of Natural Resources and Tourism, expressed the government's commitment to making Tanzania a hub for conferences in Africa.

"The government has made it clear that MICE tourism is a commercial product with great potential to increase national income and stimulate economic activities," he said.

He explained that formally entering this sector will place Tanzania on the map of countries benefiting from this type of tourism, and also increase the number of visitors coming for business and conference-related activities.

At the event, Tanzania Tourist Board (TTB) presented an assessment of MICE subsector's performance in the country, including current challenges and opportunities. Among the highlighted developments was the construction of a new conference hall with a 5,000-person capacity in Arusha, aimed at attracting international meetings. Also in pipeline is the upcoming activity for the development of a 10-year MICE national strategic plan.

Mariam Ndabagenga, Director of Popular Links—a company specializing in conference tourism—stated that Tanzania has everything needed to become Africa’s MICE hub.

“Tanzania has abundant resources, good infrastructure, modern hotels, natural attractions, and skilled people for organizing major events. What we now need is a formal coordination framework and a dedicated body to manage this subsector,” she said.

Participants also received special training on legal matters, procurement procedures, and contracts through a workshop led by Paul Bilabaye, a trainer from Uongozi Institute and also Secretary of the CHAN 2025 Preparatory Committee.

“This tourism subsector has vast opportunities for Tanzanians. The key is delivering quality service in every aspect,” he said.

He proceeded to remind stakeholders of the importance of complying with the terms in the contracts they sign. “If you win a tender today and perform poorly, you damage the country’s reputation—not just your company’s,” he added.

Additionally, a panel discussion involving experts from TTB, BASATA, TRA, and BRELA was organized to simplify business registration and create a more investment-friendly environment.

The forum concluded with a networking cocktail reception where stakeholders had the opportunity to build future business partnerships.