A NEW strategy developed by the Rwanda Development Board has set its sights on earning the country treble the annual revenue the national coffers fetch from hosting conferences.

The Meetings, Incentives, Conferences and Events strategy, dubbed Mice, is expected to promote tourism like never before. The targeted Rwf100 billion in revenue in 12 months alone is a statement of intent. But beyond this realm is the promotion of events tourism and branding the image of the country.

With Rwanda currently ranked the 21st most popular destination for association meetings in Africa, Mice intends to get the country into the top five in the next three years. That would mean the national coffers raking in excess of Rwf100 billion per annum from hosting conferences.

This country has all it takes and we should be a bit embarrassed that it took us this long to dream this up. Whereas some dreams are mooted with doubts, Mice is one of those that is mirroring success even before the first attempt is made at implementing the strategies at hand.

The target of Mice is not plausible just because the team will be good, but because Rwanda has it all. From the conducive climate to the enviable security and tranquility, and from availability of tourism to infrastructure, all indications are positive.

Stakeholders should up their efforts in ensuring that nothing is left to chance. The Kigali International Convention Centre and Radisson Hotel are coming up just at the right time of this envisaged project.

As Mice sets about its job, the tourism and leisure and hospitality industries should move with the projected demand.

Mice is not just rebranding the nation and service, but the entire pride of the land of a thousand hills. Let’s get our resources exposed to the world. This is killing more than just two birds with one stone.