KICC and Kenya Airways sign a strategic deal to boost Kenya’s MICE Tourism

By Isaac OGANGA

The Kenyatta International Convention Centre (KICC) and Kenya Airways (KQ) have today unveiled a strategic partnership to enhance the marketing and promotion of Kenya as a premier global destination for Meetings, Incentives, Conferences, and Exhibitions (MICE).

This collaboration underscores both organizations’ commitment to boosting Kenya’s tourism sector through business events, positioning the country at the forefront of Africa’s MICE industry.

Speaking at the official unveiling of the partnership, CPA James Mwaura, CEO of KICC, emphasized the
significance of this collaboration for the country’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.

By combining our efforts, we aim to not only promote Kenya’s vast potential in hosting world-class business events but also boost the economy by attracting more international conferences,” said Mwaura.

He further highlighted that world-leading MICE destinations thrive on close collaboration with their national
airlines and other stakeholders.

“With this partnership, KICC and KQ will work together in key areas such as sourcing new MICE markets, bidding for international and regional conferences, and offering attractive delegate packages.

We are confident that our combined expertise will help position Kenya as the preferred
destination for business events,” Mwaura added.

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.

As part of the collaboration, Kenya Airways will establish a dedicated ticketing office dubbed Asante Executive Hub at KICC to provide convenient travel options for conference delegates and event organizers.

Kenya Airways Group MD and CEO, Allan Kilavuka, expressed his enthusiasm for the partnership, noting that it aligns with the airline’s mission of driving Africa’s prosperity through enhanced connectivity.

“Our collaboration with KICC reinforces Kenya Airways’ commitment to supporting Kenya’s growth as a leading MICE destination. By leveraging our global network, we are well-positioned to attract international business opportunities that will benefit Kenya’s economy,” said Kilavuka.

The partnership comes at a time when Kenya is making significant strides in the global MICE arena. Recently, the country won the bid to chair the International Congress and Convention Association (ICCA) Africa Chapter, a prestigious role that will allow Kenya to influence the MICE agenda across the across the continent and increase its global competitiveness.

“We believe that through initiatives like this, Kenya will continue to attract major international conferences,
which will bring substantial economic benefits to the country. Hosting 50 international conferences of the
scale of the 2024 AFDB Summit or the World Bank Conferences will not only generate significant revenue but will also elevate Kenya’s profile on the global stage,” Mwaura added.

As the key agency mandated to spearhead MICE tourism in Kenya, KICC is dedicated to forging partnerships that enhance the sector’s growth.

This initiative aligns with KICC’s mission to drive economic growth through business tourism, and Kenya Airways’ goal of enhancing connectivity across Africa and beyond.