Growing economic development and the building of new infrastructure are helping East Africa emerge as a growing meetings, incentives, conferences and events (MICE) destination.

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Robin Mcleod, Manager: Sales & Marketing at Dragonfly Africa, says the company has seen a growing interest in East Africa, predominantly on the meetings and conferences side. He suggests that the growth comes on the back of the growth of business interests in Africa. “More business equates to more meetings,” he says. “We are definitely finding that more conferences are being held in East Africa now to meet this growing need.”

John Gakinya, MD of Trails of Africa Tours & Safaris, agrees and points out that many companies have set up hubs in East Africa. He says the growth is also supported by an increase in better conference facilities and in business travellers to the region.

This year, the Australian-based IGA International Retailer Tour, operated by Dragonfly Africa, was chosen as a 2015 Worldwide Site Crystal Award winner. This is the first time a programme operated in East Africa has won a SITE Crystal Award and Mcleod says it highlights that the region is an emerging MICE destination.

He adds that countries in East Africa are also positioning themselves as MICE destinations. “Rwanda has set-up its own National Convention Bureau, so the countries themselves see the potential for MICE business and are promoting from within.” Mcleod says countries such as Tanzania and Rwanda have shown that they are extremely stable and safe to travel to. “Internationally corporates are becoming more exposed to and aware of these countries as potential destinations.”

Monique Bester of Event Dynamics, a division of Tourvest Destination Management, says the company has seen a dramatic increase of business travellers to East Africa but that it has not seen an increase in MICE travel to East Africa. “Our core South African clientele still don't see Africa as an exotic destination,” she says.

The source markets that are showing interest in MICE travel to East Africa include the US, Europe, Australia and Russia, says Mcleod. Gakinya adds that there is growing interest from the Middle East and Asia regions.

Mcleod says the countries seeing the most MICE growth are Tanzania, Rwanda, Uganda and Ethiopia. Says Bester: “Nairobi and Dar es Salaam are still on the list of destinations for our business travellers, with the Masai Mara, Serengeti, Ngorongoro Crater and Zanzibar at the top of the list for any MICE requests we do receive.”

Gakinya also points out that there has been increased marketing by tourism stakeholders and investment boards.