Convention Bureaus Leveraged To Grow Mice In East Africa

According to International Meetings Statistics Report 2023, an average of over 10 000 association meetings were held across various countries and continents last year.

Africa currently hosts only 2 of global association meetings with South Africa hosting the largest number 93, followed by Rwanda around 32.

Kenya hosted 29 meetings, ranking it 60 th globally. This highlights Africas need to tap into this sector, which surpassed pre-pandemic levels last year, faster than previously predicted, to reach a record US1.5 trillion, according to the latest report from the WorldTravel Tourism Council WTTC .

Countries in East Africa are working towards establishing strong national convention bureaus to tap into this revenue and diversify their tourism products.

When most people think of tourism, the first frame of reference is often leisure. However, across the aisle, lies enormous potential waiting to be discovered and its contribution is set to be incredible. This is MICE meetings, incentives, conferences and exhibitions, says Rick Taylor of The Business Tourism Company.