The Africa MICE Summit 2025 concluded last week at the Kenyatta International Convention Centre, drawing more than 2,500 delegates from across Africa, the Middle East, Europe and Asia. The three-day event, held under the theme “Catalyzing Trade and Investment Through Business Events,” highlighted the critical role of Meetings, Incentives, Conferences and Exhibitions in driving economic growth and integration on the continent.
L-R Mulemwa Moongwa, MPI Africa Project, Kezy Mukiri, Convenor of the Africa MICE Summit with PS. for Ministry of Tourism & Wildlife Hon. John Ololtuaa
The summit coincided with growing momentum around the African Continental Free Trade Area and underlined how business events can unlock new trade, investment and innovation opportunities.
During the conference, the Kenya Association of Travel Agents (KATA) took a strong position on the state of MICE in Kenya and Africa at large. KATA Chief Executive Officer Nicanor Sabula observed that while Kenya has the strategic location, air connectivity and established tourism brand to be a leading hub for business events, growth in infrastructure has been minimal. He noted that this challenge is not unique to Kenya but is evident across the continent, urging governments and industry stakeholders to prioritize long-term investments that can unlock Africa’s full potential.
Sabula stressed that MICE is not simply about hosting events but about building a marketplace for ideas, trade and investment. He explained that business events generate higher yields than traditional leisure tourism and provide year-round activity that sustains jobs and creates opportunities across hospitality, aviation, transport and the creative industries. For Kenya, which already ranks second in Africa for hosting international association conferences, the expansion of MICE capacity represents a crucial pathway to diversification and resilience within the tourism economy.
KATA also underscored the role of travel agents as enablers of the MICE value chain. According to Sabula, agents are more than intermediaries. They are solution providers who coordinate flights, accommodation, transfers and value-added experiences that ensure seamless delegate journeys. He emphasized that agents are the connectors of opportunity and play a central role in ensuring that the benefits of MICE tourism extend well beyond the conference halls.
Looking ahead, KATA has called for accelerated infrastructure investments, stronger regional connectivity, streamlined visa processes and enhanced professional standards for event organizers and travel service providers. Sabula emphasized that business tourism should not be treated as an afterthought but as a strategic driver of trade and transformation.
“The future of Africa’s economic integration and global competitiveness will, in many ways, be built around business events,” he said. “If Kenya and the continent invest deliberately in MICE, we will not only host conferences. We will host the future of trade, ideas and innovation.”