The KICC Kenya CEO CPA James Mwaura invited MICE Venue Suppliers and other stakeholders Offering services in the MICE Industry in the Country to Chat about the way forward on the advancement of the MICE Industry to develop ways of pushing the formation of the National MICE Council Agenda Ahead of his trip to the ICCA Congress in Abu Dabhi. In his Key Opening remarks the CEO Acknowledge the economic impact that comes with Business Events and thus there is a need to foster collaborations and leverage on relevant associations to access industry information for informed business decision-making.
During a panel discussion comprising of Lydia Kimani- Sawela Lodges Marketing Manager, Hasnain Noorani – PRIDEINN HOTELS AND RESORTS CEO, CPA James Mwaura – KICC Kenya CEO, and Jeffers Miruka Director at AFAMCO – who was also the moderator highlighted the following; Infrastructure is a key hindrance to the MICE Sector especially in the Coastal regions and far-flung areas, Sustainability is now a key area of focus among companies, Need for more investment in Marketing Commutation for more visibility to achieve maximum impact, There is indeed a dire need to embrace hybrid events as its now norm since Covid-19 and Kenya stand at a vantage point due to it’s favorable weather, Democratic landscape, and strategic Position.
During the Forum stakeholders were able to share their pain points, network, and exchange knowledge on key developments happening in the Industry. The Conversation about the National Convention Bureau Closure was handled with lots of emotions in the room the CEO Managed the issue by emphasizing that the functions of the KNCB are still undertaken by KICC and partly KTB and there are plans to establish the National MICE Council which will be a stepping stone and as the Conversation of reinstating a Convention Bureau are still underway.
On a Virtual call from Rwanda Frank Murangwa who is the ICCA Regional Director for Africa, Urged the delegates to join ICCA which is the largest data and networking HUB for the MICE Industry which is it’s greatest asset . ICCA boasts over 1000 Members across 100 Countries. He highlighted that Kenya has a massive potential to be a leading destination in Africa. Some of the Key Take Away Points in the Forum were as follows:
1. KICC is diversifying it’s offering to meet the 1 Billion target profit by revamping the Helipad for filming of movies & Productions and investing in one of its kind high pressure choreographed 40 Plus Meter high fountain which will be launch in two months’ time by the president.
2. The Private Sector is encouraged to develop a Professional certification to complement the TVET programs supporting the MICE workforce.
3. An urgent call wall raised to have a MICE Umbrella body to harmonize and speak as one voice, something similar to that of KAM. This comes after issues of lack of synergy and high fragmentation among stakeholders come up strongly.
4. A call to have a National MICE Strategy was raised to give direction and focus for the industry and also attract more business events strategically in the country.
5. A Proposal to have Incentive programs to assist in research and hosting of events locally to boast growth and innovation among stakeholders.
6. KICC Is Working towards building Capacity to the counties to act as MICE Hubs and open up business events Outside Nairobi & Mombasa to spread business across the Country.
7. MICE Stakeholders were encourage to exploit low hanging Events as they work towards big business events which take time to bid, there were also calls for delegates to be realistic in their bidding and work within their capacity.
8. Unlocking free movement in the continent and Investing in Infrastructure Unlocks the potential of Africa as a leading Business Destination which stands at 2% of the global MICE Market.
9. Lack of Clear and Clean data in the MICE Sector remains a hurdle in making informed business decisions.
The Forum marks a significant stride for the MICE Sector in aligning its key objective with that of the current Kenya Kwanza government and identifying potential areas of collaboration as they chat about the way forward. The Government acknowledges the key role played by the private sector in ensuring Kenya becomes a key MICE destination.
