Dr. Sudhir Elevates Uganda’s Image As Speke Resort Impresses Delegates At IBTM World In Barcelona

Uganda’s presence at this year’s IBTM World exhibition in Barcelona drew steady attention from international buyers, but what lingered most in the minds of many visitors was the impression made by the country’s hospitality sector.

At the heart of that interest stood Speke Resort Convention Centre in Munyonyo, a property whose growing reputation is beginning to shape how global event planners view Uganda as a host destination. Rather than relying solely on glossy brochures or scripted pitches, Uganda’s delegation focused on allowing delegates to experience the depth of the country’s conferencing potential through stories, conversations and vivid descriptions of what the country can offer. It was an approach that placed the spotlight not only on infrastructure but also on the people and the culture behind it.

Throughout the exhibition, conversations at the Uganda stand frequently returned to one theme. Uganda’s value in the global meetings industry rests on an emerging synergy between private investment and national ambition.

Speke Resort Convention Centre, under the Ruparelia Group, provided a compelling illustration of that partnership. Delegates who interacted with the Ugandan team often asked how a facility of that scale and quality came into being and what it means for the country’s long term vision. One member of the delegation explained that the centre had already hosted several major summits and that its performance validated the belief that Uganda could compete confidently with established MICE destinations. He described the facility as a symbol of a country ready to step forward with both confidence and capability.

Buyers touring the stand heard detailed explanations of the resort’s technical capacity, from its expansive meeting halls to its advanced conferencing technology. Yet what seemed to resonate more deeply was its setting.

Several visitors said that Uganda’s natural environment created a distinctive atmosphere that few destinations could replicate. A European delegate remarked that the lakeside surroundings made the prospect of hosting events in Uganda surprisingly appealing, adding that the combination of business and tranquillity was something clients increasingly sought. Her comments echoed a wider sentiment among attendees who felt that Uganda offered an experience that blended professionalism with a sense of place.

The Uganda Hotel Owners Association added further weight to the country’s message by emphasising that major properties across the country had invested heavily in service delivery and accommodation standards.

Their presence reinforced the argument that MICE visitors would find a reliable and coordinated hospitality ecosystem. For many international planners, this consistency is what determines whether a destination can be trusted with high level events.

Government representatives at the exhibition spoke of Uganda’s commitment to developing a MICE industry that can drive economic growth, create jobs and broaden the country’s tourism portfolio. One official noted that Uganda had made deliberate efforts to present a unified front at global fairs, saying the Barcelona exhibition showed how collaboration could strengthen the country’s position in the market. He added that Uganda’s participation ensured that decision makers from different regions gained firsthand understanding of what the country offers rather than relying on outdated perceptions.

IBTM World attracts thousands of participants each year, and the competition for visibility is intense. Yet Uganda’s delegation appeared confident, offering a message grounded in evidence rather than aspiration.

With properties like Speke Resort Convention Centre now operational and performing strongly, the country’s pitch carried a weight that previous exhibitions could not fully sustain. The growing interest from buyers suggested that Uganda’s MICE industry is beginning to command attention in a way that aligns with global expectations.

As the exhibition drew to a close, the Ugandan team expressed optimism that the relationships built would translate into concrete opportunities. Their confidence was rooted in what they described as a turning point for the country’s MICE potential.

Uganda may not have the scale of long established conference giants, but its appeal lies in a combination of ambition, hospitality and a steadily expanding infrastructure. For many who visited the stand, the story of Uganda at IBTM was not simply about promotion. It was about a country showing that it has reached a moment where its capabilities match its aspirations.