Developing Mice Tourism in Africa The Rwandan Model
Case Study Summary
It is a well-documented fact that Rwanda is an economic miracle. In less than a decade, and after a tragic history, the country overcame several challenges to become one of the leading destinations for Meetings, Incentives, Conferences and Events (MICE) Tourism in Africa. A team of Nigerians travelled to Kigali to understudy the Rwanda MICE Tourism model under Frank Murangwa, the Director of Destination Marketing at Rwanda Convention Bureau (RCB). In this case, Frank provided an overview of the destination's development process, from inception to implementation. He also addressed the effects of the COVID-19 pandemic on the Rwanda MICE sector. The Nigerian delegation faced the dilemma of deciding if the Rwanda model was adaptable to the Nigerian context.LBS Author(s)
Dr. Belinda Nwosu - bnwosu@lbs.edu.ng
