Uganda is stepping up efforts to position itself as a leading conference and events hub in Africa after securing hosting rights for the inaugural Africa Destination Celebrations Conference and Expo (ADCCE), scheduled for 23-27 March 2026 in Kampala.
The continental conference and expo will be held at the Speke Resort Munyonyo Convention Centre and is expected to draw international buyers, investors, tourism authorities, event planners, media, and creative industry leaders from across Africa and beyond.
Organisers say the event is designed to strengthen Africa’s presence in the global meetings, incentives, conferences and exhibitions (MICE) market while showcasing Uganda as a competitive host destination for high-value international events.
Speaking at the official launch on Thursday, Ms Mellon Tukeikiriza, Senior MICE Officer at the Uganda Tourism Board (UTB), said hosting ADCCE aligns with Uganda’s National MICE Strategy and the recently launched National Tourism Policy.
‘This event directly supports Uganda’s vision to grow Meetings, Incentives, Conferences and Exhibitions tourism while positioning the country as a competitive destination for high-value international events,’ Tukeikiriza said.
ADCCE is being positioned as Africa’s first continent-wide platform dedicated exclusively to the destination celebrations and luxury events economy. The multi-day programme will feature high-level conferences and keynote addresses, expert-led masterclasses, panel discussions, a curated exhibition showcase, and structured business-to-business matchmaking sessions.
Delegates will also take part in familiarisation trips highlighting Uganda’s tourism offerings, including wildlife, cultural heritage and adventure experiences.
According to organisers, the conference aims to bridge tourism and events by creating a single marketplace where international planners can access African destinations, suppliers and creative talent.
Peter Kaggwa, Chairman of the Uganda Association for Conference and Incentive Industry, said the expo would help integrate local players into global events value chains.
‘This platform will connect Ugandan and regional suppliers to international markets and opportunities, strengthening the country’s meetings and events ecosystem,’ Kaggwa said.
The conference will open with The Sounds of Africa Welcome Dinner, a high-profile cultural event celebrating African music, cuisine, fashion and storytelling. It will conclude with the Africa Destination Awards Gala, dubbed ‘The Iye Ball,’ to be hosted at the Lake Victoria Serena Golf Resort and Spa, recognising excellence and innovation in Africa’s destination celebrations and luxury events sector.
Following the expo, international delegates will participate in curated post-event tours across Uganda, including safari drives in national parks, gorilla trekking, boat cruises on Lake Victoria and the Nile, island retreats, and cultural and adventure tourism experiences.
Tourism officials say these activities are aimed at converting conference delegates into repeat leisure visitors.
Jackline Nanteza, President of ADCCE, said the expo would be held annually and rotate across the continent, with Uganda hosting the first edition.
‘ADCCE was formed in Uganda, and as the first host, we have a responsibility to showcase what Uganda represents in terms of culture, hospitality and destinations,’ Nanteza said. ‘This expo is not just about tourism; it is a merger of events and tourism. When a guest is seeking a destination for an event, everything they need will be in one place.’
Industry observers note that while global trade shows such as IMEX, IBTM and DWP dominate the international events calendar, Africa has lacked a dedicated platform focused on destination celebrations and luxury events. ADCCE aims to fill that gap by highlighting the continent’s landscapes, wildlife, creative industries and hospitality infrastructure.
For Uganda, hosting the conference is expected to boost brand visibility and reinforce Kampala’s growing reputation as a regional conferencing destination. Officials say the event could generate spillover benefits across aviation, transport, hospitality and cultural sectors, supporting jobs and private-sector growth.
Organisers say ADCCE is designed as a long-term, scalable initiative, with future editions planned for other African destinations including Kenya, Tanzania, Namibia, Rwanda and South Africa, as part of a broader strategy to establish Africa as a competitive global hub for destination events and celebrations.