KICC Hosts Groundbreaking Forum On Boosting Kenya’s MICE Competitiveness

• KICC successfully hosted the first-ever MICE stakeholder forum, uniting key industry players to strategise on positioning Kenya as a premier MICE destination in Africa
• James Mwaura, the KICC CEO, emphasized the significant role of tourism in Kenya’s economy, highlighting the MICE sector’s potential to drive economic growth through global partnerships and collaboration
• Industry leaders, including Gregg Talley and Frank Murangwa, called for the establishment of a convention bureau and increased visibility strategies to help Kenya competitively bid for MICE events

Muyela Roberto is a business journalist at TUKO.co.ke with over 9 years of experience in the digital media, offering deep insights into Kenyan and global economic trends.

The Kenyatta International Convention Centre (KICC) hosted the inaugural Meetings, Incentives, Conferences, and Exhibitions (MICE) Stakeholder Forum, bringing together key industry players to strategize on positioning Kenya as a leading MICE destination in Africa.

Kenya’s MICE industry

KICC CEO James Mwaura highlighted the crucial role tourism plays in Kenya’s economy, emphasising the MICE sector's potential for economic growth through global partnerships and collaboration.

“It is essential to acknowledge the transformative power of a well-developed MICE product. A robust MICE sector attracts international events and drives local economic growth, providing opportunities for businesses and enhancing Kenya’s global reputation,” Mwaura remarked.

He urged the private sector to use its expertise to develop forward-thinking, inclusive strategies that adapt to the evolving MICE landscape.

Gregg Talley, CEO of Talley Management Group, with over 42 years of experience in MICE sales, underscored the need for a comprehensive MICE strategy to guide policymakers.

He emphasised the importance of establishing a convention bureau to help Kenya compete in bidding for MICE events and pointed out that Kenya lacks a clear visibility strategy to capitalise on Africa's growing business events market, which accounts for a quarter of global business events.

He also advocated for linking MICE bidding efforts with major inbound investment projects and recommended open skies and trade policies to boost competitiveness.

Frank Murangwa, Regional Director for Africa at the International Congress and Convention Association (ICCA), speaking virtually from Rwanda, encouraged Kenya to join global MICE associations like ICCA to expand its market presence.

He noted that Africa hosted only 371 meetings out of 10,000 global meetings last year, with South Africa leading, followed by Rwanda and Kenya.

PrideInn CEO Hasnain Noorani praised infrastructure developments like the Nairobi Expressway but stressed the need to improve capacity outside Nairobi to unlock Kenya's full MICE potential. He also emphasized the importance of sustainability and venues that offset carbon footprints.

“In our facilities in Mombasa, we have gone solar; most conferences happen during the day when the sun is out. So, we tap into solar to provide electricity. We are also focusing on recycling and rethinking how some things, like decorations, can be reused. Events also have a lot of wastage in terms of food. We are using this to create fuels such as biogas,” remarked Noorani.

The forum marked a significant step in uniting stakeholders to boost Kenya’s MICE sector, positioning the country as a competitive global player.

KICC and Kenya Airways sign partnership

Earlier, TUKO.co.ke reported that KICC and Kenya Airways had signed a partnership to enhance the MICE sector.

This collaboration led to the opening of the Ahsante Executive Hub, a unique government travel agency located at KICC.

The hub will assist government officials and dignitaries attending conferences at KICC with bookings and other Kenya Airways services at the conference facility.

KICC CEO Mwaura indicated that the facility has been profitable, with recent results showing KSh 200 million in profits.

The facility's position as a symbol of national pride was also recently bolstered after the court blocked any bids to hand over the entity to a private developer.

Proofreading by Mercy Nyambura Guthua, journalist and copy editor at TUKO.co.ke