The country is keen to tap into Meetings, Incentives, Conferences and Exhibitions (MICE) to unlock trade and investment opportunities, Tourism and Wildlife CS Rebecca Miano has said.
This, as the continent meets in Nairobi for the Africa MICE Summit 2025 at the Kenyatta International Convention Centre, expected to address industry challenges and unlock capital for investment in bankable projects not only in Kenya, but the continent.
Kenya targets a double-digit growth in MICE numbers as part of its drive to grow inbound international tourists’ arrivals, with an overall industry target of at least five million international arrivals and Sh800bn in earnings by 2027.
In 2024, Kenya experienced a notable increase in international tourist arrivals, recording 2.4 million visitors compared to 2.09 million in 2023.
Of these, 44.2 per cent or 1,058,026 visitors were in the country for leisure, 643,595 visitors (26.9%) came for business and conferences, while 22 per cent or 526,071 were visiting friends and relatives— the top three reasons for visiting Kenya.
In her speech read by Tourism PS John Ololtuaa, CS Miano said Kenya is deliberately positioning MICE as a central pillar of the country’s tourism strategy.
“We are expanding beyond traditional leisure tourism to create opportunities where business meets nature, where investment converges with culture and where global ideas find a home in Africa,” she said.
The Ministry of Tourism and Wildlife is aligning the MICE agenda with four key priorities: sustainability, ensuring that every event contributes to a greener, lower-carbon future; inclusivity and community impact, ensuring people, especially youth and women, benefit directly from the sector; cultural and heritage integration, showcasing Kenya’s identity through unique experiences that combine business with culture and conservation and and economic growth.
“Government is fully committed to providing an enabling environment for MICE-led growth,” Miano said, adding that key investments are also being made, including the BOMAS International Convention Centre and other conference facilities that will increase the MICE capacity and offering for Kenya.
Jomo Kenyatta International Airport is also being modernised.
“We are advancing policy reforms to improve visa processes, establish public-private partnerships, and provide investment incentives tailored for the business tourism sector,” Miano said.
KICC chief executive James Mwaura, who is also chair of the ICCA Africa Chapter, said: “Our future lies in strengthening regional collaboration, investing in world-class infrastructure and embracing digital innovation to enrich delegate experiences.”
The International Congress and Convention Association is the global meetings industry network.
by MARTIN MWITA
