The Africa MICE Summit 2025 has opened in Nairobi, bringing together leaders and stakeholders from across the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, marking a significant milestone in Africa’s journey toward becoming a global business events powerhouse.
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Strategic Positioning for Continental Growth
The three-day forum is taking place at the Kenyatta International Convention Centre (KICC) from 9–11 September under the theme “Catalyzing Trade and Investment Through Business Events.” This summit is poised to position Africa’s business events sector as a driver of economic growth and a key enabler of the African Continental Free Trade Area (AfCFTA).
Organisers say the summit aims to showcase the role of business events in advancing Africa’s integration and economic growth under the African Continental Free Trade Area (AfCFTA). The program features keynote speeches, panel discussions, wellness sessions, and the Africa MICE Awards Gala.
The timing of this summit is particularly significant as it coincides with remarkable developments in Africa’s economic landscape. As of 2025, 48 countries have ratified the agreement establishing the AfCFTA, accepting the obligation to reduce and eliminate intra-Africa barriers to trade and investment. This creates an unprecedented opportunity for the MICE industry to facilitate business connections across the continent.
A Vision for Economic Transformation
Kezy Mukiri, Convenor of the summit and CEO of Zuri Events, emphasized the transformative potential of the MICE sector in Africa’s evolving economic landscape. “Africa is at a turning point. The AfCFTA has opened a continental market of 1.4 billion people, and MICE is the platform that will unlock cross-border trade, investments, and innovation,” she noted, adding that the summit represents more than just events – it’s about creating pipelines of opportunity that will transform economies and empower communities.
The statistics support this optimistic outlook. Once fully implemented, the AfCFTA is expected to cover all 55 African countries, with a combined GDP of about US$2.2 trillion. This massive economic bloc presents unprecedented opportunities for business events to serve as catalysts for trade facilitation and investment attraction.
Kenya’s Strategic MICE Infrastructure Development
Speaking on behalf of Tourism Cabinet Secretary Rebecca Miano, Tourism Principal Secretary John Ololtuaa outlined Kenya’s comprehensive strategy to position MICE as central to the country’s tourism development. “This summit comes at a historic moment for our continent given that Africa is rising as the next frontier for trade, investment and innovation. Tourism is one of Kenya’s most economic pillars and the world knows Kenya for its wildlife, beaches and rich cultural heritage,” Ololtuaa stated.
“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 with an African touch,” he explained. The government’s commitment extends to substantial infrastructure investments and policy reforms designed to enhance Kenya’s competitiveness in the global MICE market.
Kenya is deliberately positioning MICE as a high-yield engine for the country’s visitor economy, which stimulates jobs and MSMEs across hospitality, transport, and creative industries. The government has committed to unlocking this potential through continued upgrades to venues and urban infrastructure, enhanced air connectivity and seamless travel, a competitive bidding and incentives framework for international congresses, and capacity building initiatives.
The Power of KICC as Africa’s Premier Convention Center
The Kenyatta International Convention Centre (KICC), a 32-story building located in Nairobi’s City Square, has been listed among the top venues for hosting conferences on the continent. The building consists of 32 floors, including a revolving restaurant which offers panoramic views of the city, and features several well-equipped conference and meeting rooms with the largest having a capacity over 6,000 delegates.
Recent strategic partnerships are amplifying KICC’s capacity to serve as a continental MICE hub. The Kenyatta International Convention Centre (KICC) and Kenya Airways (KQ) have unveiled a strategic partnership to enhance the marketing and promotion of Kenya as a premier global destination for Meetings, Incentives, Conferences, and Exhibitions (MICE). Under the Memorandum of Understanding (MoU), the two entities will focus on joint efforts to source key international and regional MICE markets, bid for high-profile conferences, and implement delegate-boosting strategies, including incentive travel and holiday packages.
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Eight Years of Continental Impact
Africa MICE Summit started in 2018 and currently convenes over 15 countries spanning Africa, the Middle East, Europe, and Asia, including delegations from Tanzania, Uganda, South Africa, Zambia, the DRC, UAE, France, and Russia. This broad international participation demonstrates the summit’s growing influence in shaping the global MICE discourse about Africa.
Since 2018, the Africa MICE Summit has established itself as the premier learning platform for advancing Africa’s Meetings, Incentives, Conferences, and Exhibitions industry. The evolution of the summit reflects the broader transformation of Africa’s MICE sector, which has been gaining momentum through strategic investments and policy reforms.
Focus on Sustainability, Technology, and Human Development
The discussions at the summit are anchored on three key pillars: “Sustainability that is meant to ensure that Africa leads in green innovations through responsible events that protect our environment. Technology that aims at embracing digital transformation, artificial intelligence and event tech to make Africa’s MICE industry globally competitive. As well as People pillar, recognising that we have to develop talent, build capacity and empower future leaders who will carry this vision forward.”
These focus areas align with global trends in the MICE industry. Sustainability is a key trend, with event organizers and venues incorporating eco-friendly measures to minimize environmental impact and align with global sustainability goals. Technology integration, including virtual reality, event apps, and online registration platforms, enhances the overall MICE experience and facilitates seamless event management.
The emphasis on human capital development is particularly crucial for Africa’s long-term competitiveness. The industry is moving towards standardized accreditation for PCOs, ensuring a higher level of expertise and consistency in service delivery. Entry into the industry needs structure while remaining accessible, with frameworks that professionals adhere to.
Strategic Timing with Africa’s Meetings Industry Day
This year’s summit coincides with Africa’s Meetings Industry Day (AMID), observed on 9 September to recognize the sector’s contribution to the continent’s economy and tourism. This synchronization amplifies the message about MICE’s critical role in Africa’s economic development and provides a platform for stakeholders to commit to concrete actions that will advance the industry.
The celebration of AMID alongside the summit creates momentum for year-round initiatives that extend beyond the three-day event, fostering continuous collaboration and development across the continent’s MICE ecosystem.
Comprehensive Program and Industry Recognition
The summit features an extensive program designed to address various aspects of MICE development. Key components include the Africa MICE Investors Forum – connecting financiers, governments, and private sector players to de-risk and fund MICE infrastructure and launching the Africa MICE Investment guide. Future Leaders Forum – a pre-summit event nurturing young professionals and students as Africa’s next generation of MICE leaders. Panels on Sustainability, Technology & Human Capital – addressing climate-smart venues, AI in events, and skills development for global competitiveness.
The event will close on Thursday with the Africa MICE Awards Gala, celebrating achievements across the industry with categories such as best African MICE destination, best sustainable MICE solution and best Incentive Travel Program.
Distinguished Leadership and Global Participation
Keynote speakers for the Africa MICE Summit 2025 include Rebecca Miano, Cabinet Secretary, Ministry of Tourism & Wildlife, Kenya (Chief Guest), Dr. Geoffrey Manyara (UNECA), Havar Baur, Co-Founder, HotelOnline, Hasnain Noorani, Group MD, PrideInn Hotels, Nicanor Sabula (CEO, KATA), Barry Clemens (CEO, HospitalityEQ), Abderahmane Berthe (Secretary General, AFRAA), and Prof. Judy Kepha-Gona (STTA), among many others.
The summit expects about 2500 people to attend the conference at the Kenyatta International Conference Centre, with around 30 exhibitors participating in the event. This scale of participation demonstrates the growing recognition of Africa’s MICE potential and the increasing investment in the sector’s development.
Economic Impact and Future Outlook
The economic implications of a thriving MICE sector for Africa cannot be overstated. The African Continental Free Trade Area (AfCFTA) is poised to serve as Africa’s gateway to economic transformation, and is already proving to be a pivotal force in reshaping the economic landscape of Africa. Business events serve as crucial facilitators for the trade relationships and investment flows that AfCFTA aims to enhance.
The foundation laid in 2024 is propelling the industry into a high-energy, opportunity-rich 2025. With a concerted focus on professionalization, the continent is poised to assert itself as a formidable player in the global business events arena.
Kenya’s positioning in this landscape is particularly strong. Conference tourism is emerging as Kenya’s new growth frontier, earning the country second position after South Africa last year in the number of conferences held on the continent, hosting 29 international association conferences.
Looking Forward: Building Africa’s MICE Legacy
As the summit progresses through its three-day program, participants are working toward concrete outcomes that will advance Africa’s position in the global MICE landscape. The summit is designed to deliver measurable outcomes including concrete policy recommendations and investment-ready opportunities emerging from summit discussions and networking, new partnerships that expand intra-African trade and event tourism through collaborative initiatives, and raised profile for African cities and countries on the global business events map.
The 2025 Africa MICE Summit represents more than an industry gathering; it embodies Africa’s determination to leverage business events as catalysts for economic transformation, regional integration, and sustainable development. As the continent continues to implement the AfCFTA and strengthen its position in global trade, the MICE sector stands ready to facilitate the connections, knowledge exchange, and investment flows that will drive Africa’s economic future.
With strategic infrastructure development, professional capacity building, and a focus on sustainability and technology integration, Africa’s MICE industry is positioned to become a significant contributor to the continent’s economic growth and global competitiveness in the years ahead.
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By: Montel Kamau
Serrari Financial Analyst
11th September, 2025
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