MICE tourism is a tourism provision that is planned in advance and designed for large groups of people for particular purposes.
MICE tourism is a part of business tourism, and it encompasses four niche areas which are:
-Meetings
-Incentive travel
-Conferences
-Exhibitions
The meetings range from small to large meetings. They can be short in duration or longer. They include board meetings, focus groups, training seminars, strategy planning, shareholder meetings, management meetings, and briefings.
Incentive travel refers to travel that intends to motivate or reward company stakeholders. The different types of incentive travel include familiarization trips, teambuilding trips, and reward trips.
A Conference is an event that facilitates presentation, discussion, and the showcasing of work within a professional network. Examples of travel and tourism-related conferences include the association for tourism and leisure education and research annual and sustainable tourism conferences.
Exhibitions provide an opportunity for businesses to showcase their products and services. They are often in the form of trade shows. They include stalls, discussion points, presentations, and opportunities for networking. Popular travel and tourism industry exhibitions include Travel Adventure Show, World Travel Market, and Women in Travel Summit.
Kenya has been actively engaged in the MICE sector for decades. Nairobi was named Africa’s leading business travel destination at the World Travel Awards in 2016.
Kenya National Convention Bureau [KNCB] is a government entity whose mandate is to sustainably increase Kenya’s regional and international meeting, incentive, event, and exhibitions [MICE] market share, resulting in improved social and economic contribution to the nation.
Brand and marketing strategy for MICE in Kenya
KNCB strategy 2030 aligns with the government’s National Development Plan 2030 and MoTW’s National Tourism Blueprint 2030 strategic principles and vision for tourism: sustainability, transformation, partnerships, geographic spread, skills development, market-driven product development, competitive experiences, and effective knowledge management. KNCB will build a strong public-private sector coalition, improve stakeholder and government support around a shared vision for the future to accelerate destination development initiatives, and adopt digital strategies to improve the delivery of meetings and events in Kenya.
The government supports enabling and strengthening the country’s market position as an international MICE destination with excellent infrastructure, facilities, professionalism, quality, and a safe and attractive environment to host MICE events.
Kenya has the capacity to compete in the global MICE marketplace. E destination has a range of multi-purpose flexible meeting facilities up to international standards and accommodation catering to different standards and price brackets. Investment in meeting spaces configured to handle the current demand postcode-19 is required to ensure continuity of business in the destination.
Impact of covid-19 on the Country’s MICE industry
Governments will play a crucial role in the restarting and recovering the MICE industry in the months and years to come. Even as borders remain open in Kenya, strict measures are in place to maintain the population’s health and safety. Businesses have quickly adapted to meet the needs of the new virtual meetings environment informed by lessons learned throughout the year of change, key trends, considerations, and take away in the delivery of future meetings, whether they are virtual or hybrid.
Top five meeting destinations in Kenya
The uniqueness of the conference facilities and meeting destinations in Kenya has continuously positioned this country in a competitive position on the world map. However, Kenya is facing stiff competition from countries like Rwanda. Nevertheless, Kenya is full of creative people with great ideas making its MICE industry successful.
1. Nairobi
Nairobi is a globally recognized bustling city. It hosts Africa’s tallest Convention center [KICC] and is one of the largest in terms of capacity on the whole continent. Some of the most recommended conference facilities in Nairobi include; Golden Tulip, Radisson Blu, KICC, and Hotel Intercontinental.
2. Kenyan Coast
The key points of interest for MICE tourism in this region are Mombasa city and Diani, Africa’s leading beach destination. Diani Beach is an extremely tranquil beach destination. The exchange winds of the Indian Ocean deliver the magnificence that embowers the South Eastern region of Kenya. Wonderful stellar shorelines. A rejuvenating sun. This region best suits travellers who want to mix business with ultimate pleasure and relaxation.
Examples of the conference facilities in this region include; Pride Inn Paradise Beach Hotel and Spa, Sarova White Sands Beach Resort, Leopard Beach Resort and Spa, and Voyager Beach Resort.
3. Naivasha
Naivasha is popular for hosting domestic conferences, but since 2013, it has grown to host some major international conferences. Lake Naivasha and Hells Gate National Park have spearheaded the growth of this destination. The most recommended conference venues in Naivasha include; Enashipai Resort, Great Rift Valley Lodge and Golf Resort, Lake Naivasha Panorama Park and Lodge, and Lake Naivasha Country Club.
4. Kisumu
Kisumu is served by Kisumu Airport, with regular daily flights to Nairobi and elsewhere.
Conference venues include; Acacia Premier Kisumu, Kisumu Hotel, Imperial Hotel, and The Vic Hotel.
5. Maasai Mara
Maasai Mara is regarded as the jewel of Kenya’s wildlife viewing areas. The recommended venues include; Keekorok Lodge, Fair-mont Mara Safari Club, and Sarova Mara Game Camp.
In readiness for the sector’s continued recovery, the industry should prepare by understanding recent industry trends, addressing good practice guidelines for a safe reopening of business post-covid, implementing staff training, and investing in virtual meetings technology and venue improvements.
KNCB will be at the forefront to provide leadership in expanding the economic benefits and impacts of MICE post-Covid-19.
Other strategies to adopt will be database mining, focusing on business retention, developing homegrown events, business incentives, and understanding why bids are won and lost to fill the current gap.
