The Kenyatta International Convention Centre (KICC) hosted a pivotal forum today, aiming to enhance the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector in Kenya. CEO James Mwaura welcomed industry stakeholders, emphasizing the vital role that MICE plays in bolstering the country’s economy.
Mwaura highlighted the importance of collaboration among stakeholders to position Kenya as a leading global destination for MICE activities. “Today, as we embark on this initiative, I urge us to work as team Kenya to compete with other global powerhouses,” he said. He stressed that a well-developed MICE sector not only attracts international events but also stimulates local businesses, creates jobs, and showcases Kenya’s unique offerings.
The forum addressed the necessity for operationalizing the National Convention Bureau, which has been a point of contention among industry players. Mwaura pointed out that individual bidding for international events has historically placed Kenya at a disadvantage compared to countries like South Africa and Rwanda, which effectively bid as conglomerates. Kenya currently ranks third in Africa for MICE business, trailing behind Rwanda and South Africa, according to the International Congress and Conventions Association.
Stakeholders at the forum echoed Mwaura’s sentiments, calling for the swift reinstatement of the National Convention Bureau. This bureau is expected to spearhead bids for international conferences and promote Kenya’s MICE offerings globally. Mwaura emphasized the need for collaboration between business and leisure travel to enhance customer satisfaction and broaden the appeal of Kenya as a travel destination.
In his remarks, Mwaura invited MICE experts present at the forum to contribute ideas on re-engineering the sector to meet evolving demands. He expressed optimism that the wealth of knowledge within the room would lead to innovative strategies to strengthen the MICE industry.
The call for enhanced marketing efforts by the Kenya Tourism Board was also a focal point, with stakeholders urging for increased campaigns targeting the MICE niche to attract more international events to the country.
Mwaura reiterated his gratitude to all participants, underscoring the importance of their insights in driving Kenya’s MICE sector forward. With collective efforts and strategic planning, the future of Kenya’s MICE industry looks promising, paving the way for sustainable tourism growth and enhanced economic benefits.