Nakuru: Nakuru County is focusing on increasing its revenue from the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, a significant component of the global tourism market. The county administration is actively seeking to host regional and international conventions as part of its strategy to promote conference tourism and recover from the economic impacts of the COVID-19 pandemic.
According to Kenya News Agency, the MICE sector is a substantial contributor to Kenya’s economy. The global MICE market, valued at USD 877 billion, is anticipated to grow at a compound annual rate of 7.5 percent from 2024 to 2030, as stated by the Kenya Association of Travel Agents (KATA). The Chairman of the Tourism and Marketing Board, David Mwangi, emphasized the importance of MICE in providing a customized hospitality environment that attracts top professionals from various industries.
Mwangi highlighted Nakuru’s unique qualities that help it maintain a strong market presence in the MICE economy. He expressed the need for capacity building to further expand the sector and mentioned that the county is collaborating with state agencies, event organizers, and institutions to draw more international conferences. Despite Nakuru’s rich prehistoric sites and natural attractions, conference tourism remains underutilized.
Conference tourism, as described by Mwangi, is the largest and fastest-growing segment of modern tourism with a significant financial impact. He noted that conference travelers typically spend more than leisure tourists, with expenses often covered by their organizations. Naivasha Sub-County is recognized as a key conferencing hub, ranking third in Kenya after Nairobi and Mombasa in terms of bed capacity.
Mwangi urged tourism industry stakeholders, including the government, to come together to realize the potential of domestic tourism. He stressed that the sector’s growth would create local employment opportunities and announced plans for campaigns to educate locals about available destinations and the significance of tourism.
Nakuru County is shifting its marketing focus to uncover hidden treasures and boost earnings. In collaboration with stakeholders like Kenya Wildlife Services (KWS), the county is promoting domestic tourism in cultural heritage sites, ecotourism, and historical landmarks. While iconic attractions like Lake Nakuru National Park and Hells Gate remain popular, the administration is actively marketing alternative tourism products such as culture, cuisine, entertainment, sports, and MICE tourism.
Mwangi is advocating for the development of ‘out-of-park’ tourism activities, such as mountain biking, cultural site visits, and community walks, encouraging Kenyans to embrace domestic tourism. He emphasized that tourism should be accessible to all, urging the sector to create affordable packages and shift from relying predominantly on foreign tourists.
Mwangi underscored the importance of domestic tourism, stating that Kenya has tailored products for local tourists and that domestic spending can significantly boost economic growth. He called for investments and political support to improve infrastructure and marketing efforts to unlock the full potential of domestic tourism.
Nakuru offers diverse tourism experiences, from adventure and sports to cultural and romantic getaways. The county government is supporting initiatives to market various tourism products, aiming to attract more visitors and retain economic benefits locally.
Mwangi concluded by stressing the need for tourism players to adopt new approaches that cater to changing preferences, highlighting the importance of engaging residents and promoting Nakuru’s destinations to retain tourism benefits within the county.
