Kenya In Push To Become Mice Powerhouse

Kenyan tourism and business stakeholders recently gathered to develop a MICE strategy to enhance coordination, attract global events and drive economic growth.

Kenya is actively establishing itself as a top-tier MICE destination by strengthening coordination, marketing and promotional strategies. A comprehensive MICE framework is crucial for fostering competitive event offerings and implementing a strategic plan for industry expansion and global recognition,' says James Mwaura , CEO of the Kenyatta International Convention Centre and Chairperson of the International Congress and Convention Association.

The MICE sector accounted for 27 643595 of total international tourism arrivals in 2024 up from 24 599114 in 2023, according to statistics released by Kenyas Ministry of Tourism and Wildlife. The country has hosted major events such as the Africa Climate Summit, United Nations meetings and World Trade Organization conferences . However, industry leaders warn that execution remains a challenge.

While Kenya continues to assess its potential in the MICE sector, other African nations including Rwanda, Ethiopia and Uganda have taken proactive measures to advance their industries, highlighted Kezy Mukiri , Founder and CEO of Zuri Events and one of the speakers at the event.

'Kenyas MICE industry holds great promise but the biggest hurdle is execution. While discussions on the sectors growth have been ongoing, the challenge has been turning these ideas into action,' she stated.