Kenya has slipped to third place behind Rwanda and South Africa in attracting international business events, primarily due to the lack of an active national marketing bureau. This decline is costing Kenya millions of shillings in lost opportunities from international conferences and business events, vital for economic growth and global visibility.
The global Meetings, Incentives, Conferences, and Events (MICE) market, valued at $904.30 billion (Sh116.7 trillion) in 2023, is projected to grow to $1.93 trillion by 2032. Despite this growth, Kenya has been unable to capitalize on this lucrative sector.
At a recent MICE stakeholder workshop in Nairobi, it was revealed that Kenya’s disorganization, stemming from the absence of a centralized marketing body, is leaving it behind more coordinated markets like Rwanda and South Africa.
The result has been reduced opportunities for local businesses, lower tourism revenue, and slower infrastructure development geared toward the MICE sector. James Mwaura, CEO of the Kenyatta International Convention Centre (KICC), acknowledged that efforts are being made to operationalize the Kenya National Convention Bureau (KNCB) to unlock the full potential of the MICE sector.
“The entire essence is to have a government entity that includes representation from both the public and private sectors in bidding for destination Kenya,” Mwaura said.
Although KNCB was established in 2019, it remains dormant, with no full functionality. Mwaura explained that an office exists with the necessary operational structures, but it has yet to become fully active.
In 2019, the MICE sector contributed about $1.05 billion (Sh115 billion) to the Kenyan economy, accounting for 8.8% of the country’s GDP. With a revitalized MICE sector, Kenya could meet its tourism goals, including attracting 5 million international visitors and generating Sh824 billion by 2027.
MICE tourists typically spend more than leisure travelers, with daily expenditures exceeding $300 (Sh43,200), providing a significant boost to local businesses. The government aims to host at least 10 regional and international conventions annually to leverage this sector further.
The lack of an active convention bureau has led to disharmony between public and private sector venues, with both scrambling for business independently. Mwaura pointed out that KICC often operates as a de facto National Convention Bureau, handling both the bidding and venue operations.
However, stakeholders agreed that a neutral entity focused solely on promoting Kenya as a MICE destination is needed to ensure better coordination and success.
