Kenyan tourism and business stakeholders recently gathered to develop a MICE strategy to enhance coordination, attract global events and drive economic growth.
“Kenya is actively establishing itself as a top-tier MICE destination by strengthening coordination, marketing and promotional strategies. A comprehensive MICE framework is crucial for fostering competitive event offerings and implementing a strategic plan for industry expansion and global recognition," says James Mwaura, CEO of the Kenyatta International Convention Centre and Chairperson of the International Congress and Convention Association.
The MICE sector accounted for 27% (643 595) of total international tourism arrivals in 2024 – up from 24% (599 114) in 2023, according to statistics released by Kenya’s Ministry of Tourism and Wildlife. The country has hosted major events such as the Africa Climate Summit, United Nations meetings and World Trade Organization conferences. However, industry leaders warn that execution remains a challenge.
While Kenya continues to assess its potential in the MICE sector, other African nations (including Rwanda, Ethiopia and Uganda) have taken proactive measures to advance their industries, highlighted Kezy Mukiri, Founder and CEO of Zuri Events and one of the speakers at the event.
"Kenya’s MICE industry holds great promise but the biggest hurdle is execution. While discussions on the sector’s growth have been ongoing, the challenge has been turning these ideas into action," she stated.
Dedicated marketing campaigns
Another major shortfall is Kenya’s approach to international marketing, which has primarily focused on leisure tourism, Mukiri pointed out. As a result, Kenya is widely recognised as a holiday destination while its business tourism potential remains largely under-promoted.
"One of the key reasons for lack of investment in MICE marketing is inadequate collaboration among government institutions, private-sector players and academia. A well-coordinated, strategic approach is essential to attract business travellers and establish Kenya as a premier MICE destination. The private sector has shouldered the responsibility of promoting the country, securing clients and sustaining business. However, for long-term success, the government must take the lead in driving MICE marketing efforts," Mukiri explained.
Beyond marketing, she stressed the importance of introducing financial incentives and support for local and international investors to boost MICE-related developments. This includes establishing innovation hubs, enhancing MICE-related technology and expanding research and development initiatives.
Incentives as a key focus area
Nicanor Sabula, CEO of Kenya Association of Travel Agents, emphasised the need to shift focus towards the incentives segment.
"Kenya's reputation as the ‘Silicon Savannah’ presents a distinct opportunity. To remain competitive, we must develop a strategy that incorporates this aspect into our MICE offerings. By combining it with Kenya’s renowned bush and beach experiences, we can create an appealing and well-rounded incentive travel package," he explained.
Sabula also highlighted the importance of establishing a national convention bureau as a specialised body tasked with managing and promoting events. "Can we adopt a model where the private sector leads while the government provides support? In many other countries, MICE receive substantial backing from the government. In Kenya, however, the private sector has driven the industry by bringing together stakeholders and aligning efforts. A unified approach would strengthen our engagement with the government and enhance industry-wide support," he said.
