Uganda Positions as Premier Incentive Travel Destination at 2026 SITE Global Congress
Abu Dhabi – The Uganda Tourism Board (UTB), through its Uganda Convention Bureau (UCB), is making strategic moves to capture a larger share of the lucrative global incentive travel market, attending the SITE Global Congress in Abu Dhabi from February 12-15, 2026.
The Congress, organized by the Society for Incentive Travel Excellence (SITE), represents one of the industry’s most significant annual gatherings, bringing together over 2,000 professionals from more than 90 countries. The event connects destination management companies (DMCs), incentive houses, corporate planners, and destination representatives in a sector that represents one of the highest-value segments within the broader MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.
The High-Stakes Economics of Incentive Travel
According to Tukeikiriza Mellon, Senior MICE Officer with the Uganda Tourism Board, the numbers tell a compelling story. “Incentive travelers are among the highest spenders in tourism, with average daily expenditure estimated at around USD 1,000 per person, typically traveling in curated groups of at least 15 participants,” she explained.
This spending level creates substantial economic impact across multiple sectors, including accommodation, transport, experiences, dining, and local services—making it an attractive opportunity for destinations prepared to meet international standards.
Evolution Toward Meaningful Experiences
The Congress programming itself reflects broader industry shifts. Beyond traditional business sessions, this year’s event incorporated community immersion experiences and destination visits, including tours of the Sheikh Zayed Grand Mosque, museums, mangrove planting initiatives, kayaking, and curated cultural engagements.
“Incentive travel today is about immersive, meaningful, and sustainable experiences, not just luxury,” Mellon noted, highlighting how Uganda’s rich biodiversity, cultural heritage, and adventure tourism offerings align perfectly with these evolving buyer expectations.
Africa’s Growing Presence
Uganda’s participation alongside fellow African destinations—including Morocco, South Africa, the Zimbabwe Tourism Authority, and the Eswatini Tourism Authority—signals the continent’s growing competitiveness in the global business events marketplace.
For Uganda, continued engagement through SITE membership serves multiple strategic purposes: strengthening credibility, reinforcing adherence to professional standards, and building confidence among international buyers that the country is ready to host high-value incentive programs.
The Uganda Convention Bureau’s presence at the Congress provides direct access to global DMCs and incentive planners who design reward travel programs worldwide, while also offering exposure to industry education, emerging trends, and professional development opportunities critical for maintaining alignment with international buyer expectations.
As the incentive travel sector continues to grow and evolve, Uganda’s strategic positioning at events like the SITE Global Congress ensures the destination remains visible, connected, and competitive in capturing its share of this premium market segment.
