Travel sector plans for MICE growth

Kenyatta International Convention Centre. (Courtesy)

The Kenyatta International Convention Centre hosted the inaugural Meetings, Incentives, Conferences, and Exhibitions stakeholder forum on this week.

The event was aimed at bringing all the key players to strategize on putting Kenya at the forefront of the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry in Africa.

“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,” said KICC CEO James Mwaura.

He emphasized on the importance of the MICE sector in encouraging global partnerships, innovation and collaboration amongst other countries in the world.

He said MICE also grows local businesses, creates employment opportunities and advertises Kenya and its beauty as a premier global event destination.

Amongst the key players in the MICE industry was Gregg Talley, the CEO of Talley Management Group.

The Talley Management Group CEO suggested the establishment of a convention bureau as a stepping stone for Kenya to zealously bid for the MICE events. He pointed out that by merging MICE bidding efforts with major inbound investment projects and taking on trade policies, Kenya’s competitiveness will grow.

Talley said the challenge is the lack of a clear visibility strategy to maximize on the growing business events market in Africa, which make a quarter of global business events.

Another key player is Frank Murangwa, Regional Director for Africa at the International Congress and Convention Association (ICCA). Speaking virtually from Rwanda, he encouraged delegates to join the ICCA, which is the largest MICE data hub with over 1,000 members across 100 countries. He informed delegates that out of 10,000 global meetings in 2023, 371 meetings were held by African Countries.

South Africa is the leading with association meetings followed by Kenya and Rwanda. Murangwa urged the delegates to improve Kenya’s market presence by expanding its membership in global MICE associations.

MICE Ambassador Jeffers Miruka moderated a panel discussion where Sawela Lodges Marketing Manager Lydia Kimani pointed out the importance of adopting hybrid events and enhancing capacity building.

The Hybrid events became a hit after the COVID-19 pandemic. The Sawela Lodges Marketing Manager added that Kenya’s MICE appeal had faded because of infrastructural problems starting at the ports of entry.

Pride Inn CEO Hasnain Noorani urged delegates to focus on achievable and realistic bids and to build capacity beyond Nairobi.

He pointed out the importance of visibility, sustainability practices and consistent communication.

Mwaura encouraged the delegates in the event and MICE suppliers to become part of international associations such as ICCA. He said this enhances Kenya’s capabilities in MICE by acquiring data and technology. Some of Kenya’s advantages include; a democratic environment, advanced medical infrastructure and favorable climate.

He also pointed out the continuous modernization efforts KICC has put across in order to make the landmark a MICE and Tourism magnet.