Kenya is setting its sights on a larger slice of the tourism revenue pie by capitalizing on Meetings, Incentives, Conferences, and Exhibitions (MICE), a globally lucrative segment of the tourism industry.
Peninah Malonza, the Cabinet Secretary for Tourism, Wildlife, and Heritage, has announced the government’s ambitious plan to host at least ten regional and international conventions in Kenya annually. The Kenyatta International Convention Centre (KICC) is central to this endeavor, a premier event venue poised to play a pivotal role.
Highlighting Kenya’s promising potential, the CS points to the 2022 International Congress and Convention Association Destination Performance Index report, which ranked Kenya as Africa’s second-best destination for hosting association meetings.
The MICE sector significantly contributes to Kenya’s economy. According to the Kenya National Bureau of Statistics, in 2019, the tourism sector, encompassing MICE, accounted for 8.8 percent of Kenya’s Gross Domestic Product. Moreover, the MICE sector exhibited robust growth in 2019, generating Ksh 115 billion (approximately USD 1.05 billion) in revenue.
The global MICE market, catering to business-oriented travel, was valued at USD 876.42 billion in 2022. It is projected to maintain a compound annual growth rate of 7.5 percent from 2023 to 2030, underscoring its significance within the broader travel and tourism industry.
Malonza elaborates on MICE’s mission to offer a tailored, elevated hospitality experience that brings together leading professionals from diverse sectors. She attributes the sector’s growth to the increasing number of companies worldwide providing MICE services.
The CS emphasizes Kenya’s commitment to leveraging its unique qualities to secure a substantial market share, with KICC playing a pivotal role in improved destination management to achieve this objective.
Since its establishment on September 11, 1973, KICC has been the preferred venue for meetings and conventions in East and Central Africa, catalyzing Kenya’s MICE industry’s growth.
The center has hosted numerous high-profile conventions, renowned figures, signature events, and international treaties, with its most recent accomplishment being the Africa Climate Summit, attended by over 12,000 regional and international delegates and several heads of state.
Malonza expresses gratitude to President William Ruto for championing Kenya’s bid to host this global conference, emphasizing that such gatherings are instrumental in elevating Kenya’s global profile and positioning it as the premier MICE destination.
Highlighting KICC’s unique status as East Africa’s sole purpose-built convention center, the CS mentions that the center’s design, conceptualized by Norwegian architect Karl Henrik Nostvik in 1967, harmoniously melds Kenya’s cultural heritage with modern conference organizers’ spatial, administrative, and service requirements.
Kenya and KICC commemorate 50 years of hosting milestones and memorable events since the center’s inception. The recent refurbishment has positioned KICC for even larger-scale meetings and conventions in its next 50 years.
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