Kenya hosts global leaders for the 2025 Africa MICE Summit

The Africa MICE Summit 2025 has opened in Nairobi, bringing together leaders and stakeholders from across the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.

The three-day forum is taking place at the Kenyatta International Convention Centre (KICC) from 9–11 September under the theme “Catalyzing Trade and Investment Through Business Events.”

Organisers say the summit aims to showcase the role of business events in advancing Africa’s integration and economic growth under the African Continental Free Trade Area (AfCFTA). The program features keynote speeches, panel discussions, wellness sessions, and the Africa MICE Awards Gala.

Kezy Mukiri, Convenor of the summit and CEO of Zuri Events, said Africa’s growing single market of 1.4 billion people makes business events a key driver of cross-border trade and investment.

“Africa is at a turning point. MICE is the platform that can unlock opportunities to transform economies and empower communities,” she noted.

Speaking on behalf of Tourism Cabinet Secretary Rebecca Miano, Tourism Principal Secretary John Ololtuaa said Kenya is positioning MICE as a central part of its tourism strategy.

“Kenya is known for its wildlife, beaches, and cultural heritage. But the future of tourism must be broader and more inclusive,” Ololtuaa said. “We are deliberately investing in MICE to expand beyond leisure tourism, attract global business, and create new opportunities for our people.”

He added that the government is working to improve venues and infrastructure, expand air connectivity, and launch a digital one-stop MICE portal, alongside new sustainability guidelines for green meetings.

This year’s summit coincides with Africa’s Meetings Industry Day (AMID), observed on 9 September to recognize the sector’s contribution to the continent’s economy and tourism.

Over the three days, discussions will focus on three main areas: sustainability in events, the role of technology and artificial intelligence in the sector, and talent development to grow future leaders.

The event will close on Thursday with the Africa MICE Awards Gala, celebrating achievements across the industry.