The MICE sector accounted for 13.5% of Kenya’s more than two million arrivals in 2019. And under President William Ruto’s new administration, East Africa’s most developed economy is banking on the sector to take prominence on the country’s tourism recovery roadmap.

Post-COVID, the Kenya Convention Bureau (KCB) has intensified its work with government, economic development agencies, academic and scientific institutions and the private sector, to enhance the value of MICE in cities around Kenya.

“The global MICE market is increasingly recognised as a specialised, sophisticated and important segment of the tourism industry. The benefits of MICE extend far beyond the walls of the meeting space. When meetings come to town everybody benefits; the industry creates jobs, generates commerce and delivers far-reaching community impacts,” says Jacinta Nzioka, CEO of the KCB.

Increasingly attractive destination

Kenya is attracting attention from the global MICE community, who, according to Nzioka, have gained confidence from the country’s successful COVID-19 containment measures, political stability and modern MICE infrastructure. 

“KCB and other players continue to bid and win to host upcoming conferences and the outlook for the future is positive,” said Nzioka, highlighting that Kenya was voted Africa’s Best MICE Destination 2022 at the World MICE Awards in Jordan in October.

Nairobi will also host the 2023 International Conference on AIDS and Sexually Transmitted Infections in Africa which will bring up to 10 000 delegates into the country.

“Under the new government we are further seeking to promote the development of the MICE industry, articulate the business ecosystem and position our cities as ideal African destinations for international trade fairs and conferences,” Nzioka says.

Competing with the world’s best

Nzioka stresses that KCB can only compete amongst the world’s best if it is supported by government policy, collaboration, cooperation, financing and coordination.

“This is truly an industry that cannot exist without partnership and the public sector. One of KCB’s initiatives is to bring all the professional associations on board to enable synergy and information sharing on how best the bureau can attract more meetings into the destination.”

KCB is looking to aggressively marketing Kenya’s MICE offerings through digital channels in key source markets, and is also employing intensive research to mine data on thousands of scheduled association meetings.

“Lastly, sensitising government departments on the importance of MICE tourism and opportunities will leverage on capacity building and knowledge management on growing the MICE segment in the country,” Nzioka concludes.