Uganda is set to host the groundbreaking Africa Destination Celebrations Conference and Expo (ADCCE) in 2026, marking a pivotal moment in the country's tourism and events industry. This highly anticipated event promises to be a game-changer, attracting a diverse range of attendees and offering a unique platform for collaboration and discovery. But here's where it gets controversial... While Uganda is poised to shine as the host, some argue that the event could have taken place in a different African nation, sparking debates about the distribution of tourism benefits across the continent. Nevertheless, the excitement surrounding ADCCE is palpable, and the event is expected to be a major draw for international buyers, African suppliers, investors, tourism authorities, media professionals, and creative industry leaders. The conference and expo will take place at the Speke Resort Munyonyo Convention Centre from March 23 to 27, 2026, in Kampala, Uganda. This landmark continental event aims to position Africa as a global leader in destination celebrations, luxury events, and experiential travel. The ADCCE will be Africa's first dedicated platform focused exclusively on the destination celebrations and luxury events economy. Speaking during the official launch, Mellon Tukeikiriza, Senior MICE Officer at the Uganda Tourism Board (UTB), emphasized the alignment of ADCCE 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 (MICE) tourism while positioning the country as a competitive destination for high-value international events," Tukeikiriza said. ADCCE 2026 is designed as a multi-day industry gathering, featuring conferences and keynote addresses, expert-led masterclasses and panel discussions, a curated exhibition showcase, structured business-to-business matchmaking meetings, VIP networking experiences, and immersive cultural programming. Delegates will also take part in familiarisation trips showcasing Uganda's tourism offerings. Peter Kaggwa, Chairman of the Uganda Association for Conference and Incentive Industry, highlighted the expo's role in strengthening Uganda's meetings and events ecosystem by connecting local players to international markets and opportunities. The conference and expo will officially open with 'The Sounds of Africa Welcome Dinner,' a VIP cultural evening celebrating African music, cuisine, fashion, and storytelling traditions. The event will conclude with the Africa Destination Awards Gala, dubbed 'The Ice Ball,' where excellence and innovation in Africa's destination celebrations and luxury events industry will be recognized. Jackline Nanteza, president of ADCCE, shared the vision for the conference and expo to 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. She explained that ADCCE brings together event planners, designers, stylists, tour operators, and creative professionals, creating a single ecosystem where international event planners can discover Africa's full event-hosting potential. "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," she said. After the expo, international delegates will take part in curated post-event familiarisation trips across Uganda, including gorilla trekking experiences, boat cruises on Lake Victoria and the River Nile, island retreats and wilderness dining, cultural heritage tours, and adventure tourism experiences. While global trade shows such as IMEX, IBTM, EWPC, and DWP dominate the international events calendar, Africa has lacked a dedicated platform focused solely on destination celebrations and luxury events. ADCCE aims to fill that gap by spotlighting Africa's landscapes, wildlife, cultural heritage, creative industries, and hospitality while delivering economic impact across tourism, aviation, transport, hospitality, and cultural sectors. For Uganda, hosting ADCCE is expected to boost national brand visibility and strengthen the country's positioning as a competitive global destination for celebration tourism. The long-term vision of ADCCE is to establish a premier Pan-African platform, with future editions rotating among destinations including Kenya, Tanzania, Namibia, Rwanda, and South Africa.
