Kenya to host the 14th Edition of Magical Kenya Travel Expo
Magical Kenya
NewVision Reporter
@NewVision
SPONSORED ARTICLE
Tourism Board
Magical Kenya
Kenya Tourism Board
P.O. Box 30630,00100 Nairobi - Kenya www.ktb.go.ke
AS IT SEEKS TO POSITIONS KENYA AS A PREMIER MICE DESTINATION
BY JUNE CHEPKEMEI
Tourism is a vital pillar in Kenya’s economy, contributing 7 percent to the GDP, translating to 1.05 trillion into the economy in 2023, according to World Travel and Tourism Council (WTTC).
As we navigate a world that is constantly evolving with the ever-growing demands from the travelers, our priority is to be aligned to their needs for the sustainability of tourism business.
By supplementing Kenya’s traditional tourism strengths with a robust conference infrastructure, we are positioning the country as Africa’s premier gateway destination.
The Meetings, Incentives, Conferences, and Exhibitions (MICE) sector has emerged as a critical component of our tourism growth contributing significantly to the economy and fostering sustainable tourism.
According to the United Nations World Tourism Organization (UNWTO), MICE and business tourism accounted for 24 percent of Kenya's arrivals last year closing at 461,042 arrivals.
High-profile meetings held in the country, such as the EU-Kenya Business Forum, Africa Climate Summit, the East Africa Regional Tourism Expo, and the Magical Kenya Tourism Expo (MKTE), drove this growth.
Data further indicates that the number of conferences hosted in Kenya increased from 694 to 794, underscoring our capacity to leverage MICE for economic gain. MKTE is a critical platform for expanding MICE opportunities, facilitating knowledge sharing, and promoting domestic tourism.
Globally, the MICE industry is valued at over USD 1.5 trillion, with Africa holding a significant but underutilized share of this market. In 2022, Africa hosted over 360 international conferences, with Kenya ranking among the top five destinations on the continent. Nairobi, already a preferred destination for conferences, hosted 29 major international events in 2023 alone. However, Kenya’s potential extends far beyond its capital.
The country offers a unique blend of modern infrastructure and rich cultural heritage, creating unparalleled opportunities for hosting MICE events. The recently expanded Kenyatta International Convention Centre (KICC), along with plans to build a state-of-the-art conference facility at BOMAS of Kenya and new venues in Mombasa, Kisumu, and Naivasha, position Kenya as a versatile destination capable of accommodating diverse events.
The annual MKTE is not just an exhibition; it is a testament to our commitment to becoming Africa’s premier MICE destination. Over the years, the Expo has attracted thousands of exhibitors and trade visitors from around the world, promoting Kenya’s vast tourism potential. In 2023, the Expo drew over 200 exhibitors from 30 countries and nearly 5,000 trade visitors, generating an estimated USD 50 million in business leads.
The upcoming 14th of MKTE scheduled for 2nd to 4th October 2024 at the Uhuru Gardens National Monument and Museum in Nairobi is expected to further cement Kenya’s MICE credentials by highlighting the breadth of opportunities available across the country. With the theme “Explore, Connect, Celebrate: Welcome Home,” the Expo invites the world to experience Kenya as more than just a safari destination. It positions our nation as a vibrant, dynamic, and forward-thinking hub for global business tourism.
Kenya’s tourism offerings are as diverse as they are compelling. From the pristine beaches of Diani to the majestic landscapes of the Maasai Mara, our nation offers a myriad of experiences that cater to all types of travelers, including those visiting for business.
The expo serves as a platform to market this diversity to a global audience, emphasizing the symbiotic relationship between leisure tourism and business travel. This growth is not just a testament to our natural attractions but also to our strategic investments in infrastructure, safety, and service quality. The Expo allows us to build on this momentum by directly engaging with key stakeholders in the global travel industry.
Moreover, the Expo plays a crucial role in profiling emerging tourism products such as cultural tourism, eco-tourism, and adventure tourism. By integrating these offerings into the broader MICE strategy, Kenya can appeal to a wider array of tourists, including those who seek immersive and authentic experiences beyond the conference room.
As we look to the future, collaboration is key. I call upon tourism boards across Africa, exhibitors, and trade visitors to recognize the strategic value of the Magical Kenya Travel Expo. By participating in this event, you are investing not only in Kenya’s MICE potential but also in the broader goal of positioning Africa as a leading global tourism destination.
MKTE is more than an event; it is a catalyst for economic growth and a beacon that highlights Kenya’s—and indeed Africa’s—role on the global stage. Let us seize this opportunity to highlight the best of what our continent has to offer and build a brighter future for our people and economies.
The writer is the Chief Executive Officer, Kenya Tourism Board