Kenya is poised to strengthen its position as a global hub for business tourism, thanks to a strategic partnership between the Kenyatta International Convention Centre (KICC) and Kenya Airways (KQ). The collaboration, which aims to enhance the promotion of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, marks a significant step forward for the country’s burgeoning business tourism sector. Through this partnership, Kenya’s tourism industry is expected to grow, positioning it as a premier MICE destination in Africa and globally.

The partnership was officially unveiled at an event where KICC CEO CPA James Mwaura and Kenya Airways CEO Allan Kilavuka outlined their shared vision for the growth of Kenya’s MICE tourism landscape. “This partnership between KICC and Kenya Airways marks a pivotal step towards enhancing Kenya’s visibility and competitiveness as a global MICE destination,” said Mwaura. He emphasized that the collaboration would help attract more international conferences, a critical driver for boosting the country’s economy.

The Importance of MICE Tourism to Kenya

The MICE sector is a fast-growing segment of the global travel and tourism industry, and it plays a critical role in boosting economies. For Kenya, MICE tourism is seen as a potential game-changer. According to the Kenya National Bureau of Statistics (KNBS), the tourism sector contributed approximately 8.8% to Kenya’s GDP in 2019, and business tourism—including MICE—was a significant part of this contribution.

The ability to host international conferences, exhibitions, and business events draws high-spending business travelers. These visitors often spend more on accommodation, transport, and other services than regular leisure tourists. In fact, research has shown that business travelers spend as much as three times more than leisure tourists during their stays.

Moreover, MICE events can have long-lasting economic impacts by promoting international investments and business partnerships. In Kenya, this sector has the potential to help the country recover from recent economic challenges, especially those caused by the COVID-19 pandemic, which severely affected tourism and related industries.

Strategic Partnership: Key Elements

As part of the Memorandum of Understanding (MoU), KICC and KQ will collaborate on several key initiatives aimed at promoting Kenya’s potential as a top MICE destination. These include:

1. Sourcing New MICE Markets: The two entities will work together to identify and tap into new markets for MICE events, both regionally and internationally. This could involve targeted marketing campaigns in Europe, Asia, and North America, regions known for organizing large-scale business conferences and exhibitions.
2. Bidding for International and Regional Conferences: One of the critical strategies under this partnership is bidding for high-profile conferences. Competing for such events is vital in attracting top-tier MICE business to Kenya, and KICC and KQ plan to pool resources to secure these opportunities.
3. Offering Attractive Delegate Packages: Another highlight of the collaboration is the development of travel and accommodation packages designed specifically for conference delegates. These packages will be competitively priced, offering value for money while ensuring convenience and comfort for international visitors.
4. Establishing the ‘Asante Executive Hub’: Kenya Airways will set up a dedicated ticketing office, dubbed the Asante Executive Hub, at KICC. This service will cater specifically to MICE delegates, providing seamless travel solutions and further strengthening the logistical aspects of hosting international events.

Positioning Kenya as a Global MICE Leader

Kenya’s MICE tourism industry has been gaining momentum in recent years. The country has hosted several significant international events, including the United Nations Environment Assembly (UNEA), the African Union’s African Peer Review Mechanism (APRM) meeting, and numerous regional business summits.

Recently, Kenya also won the bid to chair the International Congress and Convention Association (ICCA) Africa Chapter. This prestigious role will enable Kenya to influence the MICE agenda across the continent, providing a platform for further growth in the sector.

Kenya’s strategic location, at the crossroads of Africa, Europe, and Asia, also makes it a convenient and accessible destination for international business travelers. Nairobi, the capital city, is home to numerous multinational corporations and international organizations, further enhancing its appeal as a business hub.

Additionally, Kenya’s advanced infrastructure for hosting business events sets it apart from other African destinations. The KICC is a world-class convention facility, capable of hosting large-scale conferences and exhibitions. Furthermore, the development of modern hotels, resorts, and conference centers in Nairobi and other major cities, such as Mombasa and Kisumu, ensures that the country can accommodate a growing number of business travelers.

Boosting Kenya’s Economic Growth

For Kenya, the growth of the MICE sector is about more than just tourism. The country’s leadership sees MICE as a key driver of broader economic growth. CPA James Mwaura highlighted that the partnership with KQ is not only aimed at enhancing tourism but also at stimulating economic activity across various sectors. “We believe that through initiatives like this, Kenya will continue to attract major international conferences, which will bring substantial economic benefits to the country,” Mwaura noted.

A thriving MICE industry has a ripple effect on related sectors, such as hospitality, transportation, and retail. Hotels, restaurants, car hire services, and local tour operators are just a few examples of businesses that stand to benefit from increased MICE activity. By attracting international conferences and business events, Kenya will create new jobs, foster entrepreneurship, and promote skills development in various industries.

Kenya Airways’ Role in the Partnership

Kenya Airways plays a critical role in the success of the MICE tourism initiative. As the country’s national carrier, KQ has the capacity to provide the necessary air connectivity to attract international visitors. With its extensive route network, which spans across Africa, Europe, Asia, and North America, KQ is well-positioned to offer seamless travel options for MICE delegates coming to Kenya.

Allan Kilavuka, Group MD and CEO of Kenya Airways, emphasized that the airline is fully committed to supporting the growth of Kenya’s MICE sector. “By leveraging our global network, we are well-positioned to attract international business opportunities that will benefit Kenya’s economy,” Kilavuka said.

In addition to offering direct flights to major international destinations, KQ’s membership in the SkyTeam Alliance enhances its ability to connect Kenya to over 1,000 destinations worldwide. This extensive network will be a crucial asset in attracting MICE events to Kenya, as it ensures that delegates from around the world can easily access the country.

Kenya’s Competitiveness in the Global MICE Arena

Kenya’s efforts to become a global MICE leader are gaining international recognition. In recent years, the country has climbed the ranks of the International Congress and Convention Association (ICCA) Global Rankings for MICE destinations. The country’s ability to host large-scale events, coupled with its diverse tourism offerings, makes it an attractive destination for conference organizers.

In addition to its world-class conference facilities, Kenya boasts a wide range of post-conference tourism options. Delegates attending business events can extend their stays to explore Kenya’s renowned wildlife reserves, including the Maasai Mara, Amboseli National Park, and the Great Rift Valley. This unique combination of business and leisure travel opportunities gives Kenya a competitive edge in the global MICE market.

Conclusion: A Bright Future for MICE Tourism in Kenya

The partnership between KICC and Kenya Airways marks a new chapter in Kenya’s MICE tourism journey. By working together, the two entities aim to position Kenya as a leading destination for business events, not only in Africa but on the global stage. The collaboration is expected to boost Kenya’s economy by attracting more international conferences, generating new jobs, and driving growth across multiple sectors.

As Kenya continues to make strides in the global MICE arena, the future looks bright for the country’s business tourism sector. With the support of key players like KICC and KQ, Kenya is well on its way to becoming a premier MICE destination that can compete with the best in the world.

photo source: Google

By: Montel Kamau

Serrari Financial Analyst

24th September, 2024