Accelerating the MICE Space

The tourism sector continues to play a key role in Kenya’s economy. However, the sector has suffered due to various factors such as lack of diversified products, limited offers and poor image as a result of factors such as insecurity, terrorist attacks among others. In addition, there seems to be “competition” from other countries for the famous Safari packages. Many countries across the continent are now promoting such drives as part of the tourism offers. Apart from the traditional ones in the southern part of Africa, others in West Africa have also joined the Safari bandwagon.

As a result, the tourism sector in Kenya even lost the spot as one of top foreign exchange earners.
However, there seems to be a turnaround. This year may well end as one in which the country has made tremendous effort in attracting a key sub sector – the Meetings, incentives, conferences, and exhibitions, usually referred to as MICE. The sub-sector seems to be on the right path. Kenya now ranks second in Africa, after South Africa on international meetings, according the International Congress and Convention Association (ICCA).

However, as you expand to the wider global arena, there is still a lot of ground to cover. Apart from South Africa, other key destinations within immediate radius include Cairo, Casablanca, Istanbul, Dubai, Dakar, Abidjan and Doha.
In addition, the ministry expects offering from conference will bring in about KSh. 8 billion directly to the economy. It will also play a crucial role as a catalyst for other areas such as facilitating FDIs in the country.

There is an on-going debate to have the four areas termed as events tourism- that’s a discussion for another day. We can expand the four areas that make up the sub-sector and review both on the local as well as international market. According to ICCA, the description of the four areas includes:

• Meeting refers to general term indicating the coming together of a number of people in one place, to confer or carry out a particular activity. However, there are certain aspects for a meeting to fall under international classification. For example, at least 40 percent of the participants are from countries other than the host country and at least 5 nationalities are represented purpose of international.
• Incentive includes programs offered as reward to previous performances. For instance, president Uhuru had highlighted the need to offer tax incentives to companies that offer holiday packages to employees in a bid to boost local tourism. There is a need to continue exploring that arena.
• Conferences include participatory meeting designed for discussion, fact-finding, problem solving and consultation.
• Exhibition on the other hand includes events at which products and services are displayed.

Some key events

Episodes Research & Consulting had the privilege of attending the GES2015. Needless to say the event placed Nairobi on the global meetings map. Like main other aspects under MICE, planning especially to cover logistics, plays a key role.

UN Gigiri Complex – the grounds that hosted GES2015

Other key upcoming events include the Kenya International Investment Conference, and the 10th WTO Ministerial Conference in November and December 2015 respectively. In addition, the Tokyo International Conference on African Development (TICAD) will also take place in Nairobi in 2016 – the first time in Africa. The challenges and learning from hosting these type of world class events should help in deepening the “Nairobi offer”.

Hence, there are various opportunities to develop the market, and explore this sub-sector. In addition to the above conferences, there will be other regional and local events that will continue to propel the MICE sub-sector. The approach at a county level is one worth pursuing.

Previous research from some events shows the key factor to success in this area is collaboration! There are too many aspects included in the whole process to ensure success of such events to be left out to a single entity. Collaboration and sharing information is a key factor. Failure, in most cases also arises out of bureaucratic red tapes and hoarding information.

Collaboration

Collaboration starts the moment decision makers agree to bid for an event. That could be many years before the actual event takes place. Sharing information during the planning stage is critical. Such sharing should also continue before and during the actual event. Research shows some of the factors most participant consider include:

• Accommodation – having clear information on available places is key. Hence, data on rooms and quality of hotels is key. The recent investments in this area is a positive step.
• Details about transport – this includes details on both international and local transport facilities. The recent agreement between Kenya Airways and Kenyatta International Conference Centre is a step in the right direction. Not sure why it took so long to do this! I hope we will soon see decals on the planes as the official carriers for various events in the country. It’s a win-win situation.
• Internet connectivity – Lack of internet is one of the most scaring things to any business traveler, be it locally or internationally.
• Signage & Maps (including google maps) – Having easy to read and use maps makes everyone at ease. It helps when one has a sense of direction. Apps or clear map on paper are important.
• Work-life aspects – while people on such events are on business, they still need non-business aspects. This could include aspects for relaxation, dining …etc. Include some elaborate aspects for such areas – either as part of the conference package or as a paid up offer.
• Media & PR – Important to liaise with this team throughout the process. It is important to provide regular updates before and during the event.
• Know thy self – this is brand reflection of the host and taking measures to have a hold on brand perception. It is important to take measures that enhance the positive aspects and also contain aspects that have a negative perception. For example:
• Security – For some time now, Kenya has suffered a negative perception as an insecure destination. It’s important to take care of such aspects in words (assurances) and deeds (providing security – patrols …etc.).
• Business climate – Does the environment induce a business sense meter? How is the country rated on ease of doing business? How about rating on corruption (lack of)?

Exhibitions: On a final note, the World exposition (expo) takes place every five years. This can be termed as the world’s largest exhibition. The 2015 edition, the Expo Milano 2015 concludes on 31st October. There was a Kenyan pavilion with classic coffee offering!

The expo brings together 168 member countries. The next edition happens in Dubai Expo 2020. Can the MICE team step up to the challenge to bid for either 2025 or 2030 expos?