Nairobi: Counties could soon benefit from a larger share of the Meetings, Incentives, Conferences, and Exhibitions (MICE) revenue, if the Tourism Amendment Bill 2024 sails through parliament. The bill, currently undergoing public participation, proposes the creation of a MICE bureau tasked with coordinating and advocating for MICE activities across the country, aiming to diversify and decentralize Kenya’s tourism industry.
According to Kenya News Agency, the bureau will play a pivotal role in coordinating MICE activities across the country, which will ensure that counties, particularly those outside of the major tourism hubs, can tap into the revenue generated from conferences, exhibitions, and other business events. It is also expected to advocate for policies that support the growth of MICE activities in less-visited regions, helping to establish Kenya as a premier destination for international conferences and exhibitions.
The proposed MICE bureau will have several key functions, including the development of promotional strategies to attract MICE events to various counties, the facilitation of logistics for these events, and providing support to counties seeking to build the necessary infrastructure to host international conferences. Domiciled at the Ministry of Tourism headquarters, the bureau will also serve as a liaison between government entities, private stakeholders, and international event organizers.
The bureau will also facilitate training for local stakeholders, including county governments, hotel operators, event organizers, and transport companies, to ensure they are equipped to manage the demands of large-scale MICE events. According to the proposed amendments, the bureau, which will comprise Ministry of Tourism officials, county governments, private sector representatives, and industry representatives, will also monitor the impact of MICE activities on local economies and communities, ensuring that the benefits of hosting such events are felt beyond the tourism industry.
According to the Annual Tourism Sector Performance Report 2022, MICE accounts for approximately 27.2% of total tourist visits in Kenya, representing a significant portion of the country’s tourism sector. The new bill is set to empower counties by giving them a more active role in the tourism industry, allowing them to generate income through hosting MICE events. Currently, most MICE activities are concentrated in Nairobi, with the Kenyatta International Convention Centre (KICC) taking the lead in the planning, coordination, and hosting.
Speaking during a public participation drive in Kisumu, Director of Tourism David Kinyangi said the two key documents were designed to address emerging trends, promote sustainable tourism, enhance governance structures, and create an enabling environment for the sector to thrive. He revealed that the regulations were designed to address the growing demands of the sector and to align with the government’s decision to merge various state corporations and agencies involved in tourism.
Kinyangi confirmed that the final version of the bill, along with accompanying policy, would be ready for implementation by March 2025. He assured stakeholders that the government was committed to promoting Kenya as a top MICE destination, which he said would boost not only tourism but also regional economic development by providing jobs and business opportunities to local communities.
Local leaders in Kisumu, Siaya, Migori, Homa Bay, Kisii, and Nyamira counties expressed support for the bill, emphasizing the potential to transform regional economies. Kenya National Chamber of Commerce and Industry (KNCCI) Kisumu County Chair, Israel Agina, lauded the move to decentralize MICE to the counties, saying it will open up opportunities for the business community and at the same time generate revenue for the county governments to build the necessary infrastructure.
He said there was a need to build modern conference facilities across the country to enable the devolved units to get a share of the meetings and conferences Kenya attracts. Agina further urged the national government to fast-track the Kisumu International Conventional Centre which has stalled. The Sh1.2 billion facility, which was meant to host the Afri-cities convention held in Kisumu in 2022, he said, was necessary to unlock the lake region’s huge tourism potential.
