After nearly a decade of lobbying, Kenya has launched its national convention bureau – a development the country’s MICE industry is calling a turning point for Kenya’s global competitiveness.
The decision, announced this week, has been widely hailed by industry stakeholders as a strategic reset for a sector that has long punched below its weight despite Kenya’s strong tourism brand, improving infrastructure and regional influence.
The Association for Kenya Business Events (AKBE) congratulated the Cabinet and the Ministry of Tourism and Wildlife for what it termed “decisive leadership” and responsiveness to sustained industry advocacy.
“This is not just a policy win; it is a strategic reset for Kenya’s MICE industry,” said AKBE Secretary General Jeffers Miruka. “A fully operational national convention bureau is the backbone of any competitive business events destination. The Cabinet has made the right call.”
For years, industry players have argued that Kenya’s absence of a fully functional convention bureau placed it at a disadvantage compared to regional competitors.
Rwanda, in particular, has become a benchmark for East Africa. Through the Rwanda Convention Bureau, Kigali has hosted major global events including the World Economic Forum on Africa, the Commonwealth Heads of Government Meeting, the Africa CEO Forum and high-level UN and African Union summits. These events have been directly linked to the country’s strategic investments in venues such as the Kigali Convention Centre and the expansion of RwandAir.
“The reality is that convention bureaus decide where global business goes,” Miruka said. “You can have the best hotels and venues but, without a professional bidding and destination marketing engine, you are invisible.”
The push to formalise the bureau dates back to late 2016 when then Tourism Cabinet Secretary Najib Balala appointed a task force to establish the framework for a national convention bureau. The appointment was formalised through a Kenya Gazette notice and the task force embarked on nationwide consultations with county governments, academia and private-sector stakeholders.
“We literally covered the major parts of Kenya, collecting views and understanding what the industry needed,” Miruka recalled, noting that the team also benchmarked against convention bureaus in Rwanda, South Africa, Dubai, Germany, Malaysia, Hong Kong and Brazil.
“Back in 2009 and 2010, Rwanda came to Kenya to benchmark MICE,” Miruka said. “Years later, we were benchmarking Rwanda because they had successfully operationalised a convention bureau.”
Despite submitting a comprehensive report outlining legal, structural and funding options, progress stalled. A commercial convention bureau was briefly established in 2021 but the change of administration in 2022 disrupted continuity and the bureau was eventually abandoned with staff returning to parent ministries.
Industry leaders say the Cabinet’s latest decision finally corrects that policy drift.
Collaboration essential
While celebrating the announcement, AKBE and other industry voices caution that implementation will determine success or failure. The association has called for structured and sustained collaboration between government and industry to ensure the bureau is fit for purpose.
“The MICE industry is not theoretical; it is relationship-driven, data-led and execution-heavy,” said Vickie Muyanga, Commercial Director: Africa for Westmont Hospitality Group. “Policy opens the door. Industry ensures delivery.”
Muyanga said Kenya already has professionals with deep continental and global exposure who understand the science of bidding for events – an area where destinations either win big or lose early. She insisted that industry expertise must be embedded in bureau governance, strategy and operating model.
According to Miruka, credibility is everything in the global business events market.
“A convention bureau signals to the world that a destination is ready for major global events. If the people presenting your bid are unknown in the industry, you lose before you start.”
Funding support
Beyond structure and leadership, funding, particularly subvention support, has emerged as a central issue. Internationally, convention bureaus often underwrite venue costs, sponsor delegate transport or support networking events to make destinations more attractive to conference organisers.
“You might spend US$6 000 in support but generate US$400 000 in economic returns,” Miruka explained. “That is how MICE works. It’s an ecosystem."
