Kenyan tourism and business stakeholders recently gathered to develop a MICE strategy to enhance coordination, attract global events and drive economic growth.
“Kenya is actively establishing itself as a top-tier MICE destination by strengthening coordination, marketing and promotional strategies. A comprehensive MICE framework is crucial for fostering competitive event offerings and implementing a strategic plan for industry expansion and global recognition,” says James Mwaura, CEO of the Kenyatta International Convention Centre and Chairperson of the International Congress and Convention Association.
The MICE sector accounted for 27% (643 595) of total international tourism arrivals in 2024 – up from 24% (599 114) in 2023,…
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