All meetings, simply simple socialisation activities, actually can power and sustain any economy, in case you didn’t know that before.
And this is just how: per a recent report by the Kenya Tourism Board(KTB), Kenya has recorded a significant steady growth in the Meetings, Conference, and Incentives industry, with the sector being seen as more immune to growth curtailing factors, supported by branding and positioning, devolution and improved infrastructure.
In 2016 alone, the MICE industry accounted for 13 per cent of total international tourism arrivals; mostly consisting of business travelers. In 2015, the sector welcomed 117, 630 tourists, recording a remarkable 14 per cent increase on 2014 and making a total contribution of 15.6 per cent of the total international arrivals for the year.
Meeting spending power
A report by World Travel and Tourism Council (WTTC 2016), business travel spending in Kenya contributed 32.5 per cent of the total revenue. WTTC predicts a steady rise by 5.9 per cent each year to Sh242.6 billion in 2026.
The news comes on the backdrop of an ongoing wave of interest by international hotel brands to make their mark on the country’s growing MICE industry, as the government bids for more distinguished global conferences through the year.
For instance, the much-hyped World Ministerial Conference that took place in Nairobi towards the end of 2015 is estimated to have contributed Sh4.08bn ($44.9m) to the economy, with a larger fraction of the amount injected through the service industry.
Conference on the beach
Top on the bidding list for the Coastal region is SKAL tourism congress that was scheduled to take place in Mombasa (2015) only to be moved to Spain, after persistent travel advisories from the West. The government is however garnering its power points to seek a re-appointment for the 2018 conference, commonly referred to as “congress on the beach”.
The lavish meeting is designed to occur in leading conference and resort facilities in Kenya with a beach front and scores of water adventures, culinary and a totally different ecosystem for business interaction.
Cyrus Onyiego, the Country Manager for Jumia Travel which connects travellers to more than 25,000 hotels within the continent via its online portal, explains that unlike the leisure frontier, business travelers are less perturbed by factors that affect the wider travel and tourism industry as compared to their leisure-seeking counterparts.
“Continued investment in hotel development does not only portray confidence in Kenya, but also reassures the global economies that Kenya has the required capacity in both infrastructure and human resource, to cater for the growing MICE numbers.”
Giant brands setting base
Among new brands set to open doors in Nairobi in the near future include two more Carlson Rezidor’s Radisson Blu (Westlands and State House areas), Starwood’s Four Point coming up near the Jomo Kenyatta Airport – as is Hilton Garden Inn. The Best Western brand leads the pack with a plan to have five to six new establishments strewn all over the capital and its suburbs.
And apart from favorable accommodation and presence of recognized brands in the country, the business environment, access to the country’s capital via various international airlines and the fact that Nairobi ranks as Africa’s leading Meetings and Conference Destination, as voted by World Travel Awards, has granted the city a lead as compared to regional competitors.
Well-equipped conference centers, high adoption and consumption of technology have also come in handy.
Further, to complement the growing number of hotel conferencing facilities, the proposed a state-of-the-art Bomas International Conference and Exhibition Center to feature five luxury hotels will go along way in pushing the capital as the continent’s unrivalled MICE lead.
Yet Nairobi is not the only host benefitting from the conferencing sector: other towns such as Nakuru, Naivasha, and Eldoret and the Coast are also partaking in the spoils of the new trend, with factors such as devolution of power to the counties and ongoing development initiatives in the rural areas seen to have majorly contributed to the sharing of the national cake.
BY MOSES OMUSOLO