Convention bureau, key to Kenya's MICE industry growth.

Tourism and Wildlife CS Najib Balala unveiled the Kenya National Convention Bureau(KNCB) in 2019, tasked with driving the country's Meetings, Incentives, Conferences and Exhibitions (MICE) sector into greater heights, and place Kenya as a top destination. He appointed former Kenya Tourism Board (KTB) director for marketingJacintaNzioka-Mbithi to head the bureau. The Star'sMartin Mwita spoke toJacinta, the National Co-ordinator/CEO for the bureau, on the current industry trends where covid-19 has disrupted the tourism and MICE sector, and future outlook.

Not many people know about the bureau. In a nutshell, tell us about the Kenya National Convention Bureau?

Kenya National Convention Bureau (KNCB) is a government entity whose mandate is to sustainably increase Kenya's regional and international meeting, incentive travel, convention, event and exhibitions (MICE) market share, resulting in improved social and economic contribution to the nation.KNCB was gazetted in August 2019 with its strategic role within the Ministry of Tourism and Wildlife anchored in the Kenya National Tourism Blueprint(2030) and with its own Board of Directors. We represent the best interests of Kenya's industry stakeholders to the world of MICE, offering free impartial advice, guidance, and support to global meeting, exhibition and event planners and organisers. Our role really is to increase the number of meetings in Kenya and as well grow the legacy impact of meetings.

What necessitated the formation of the bureau?

World over convention bureaux acts as importers and exporters of knowledge, and brokers of innovation. In its formation, Kenya NationalConvention Bureau will play an enhanced role as a connector between local(socio-economic) sectors and events, building bridges and encouraging dialogue; an economic development catalyst, driving the benefits of tourism beyond leisure. The Ministry of Tourism and Wildlife leadership recognised that a strong and vibrant meetings industry has an overall economic transformation for Kenya as a destination and is currently supporting the operationalisation of a future-fit bureau that will be the source of Kenya's MICE legacy for generations. The agency will manage all MICE activities in the destination and ensure an aligned brand positioning, professionalize the meetings industry and actively promote the meetings industry.

Who are your key stakeholders locally?

The local MICE value chain comprises numerous stakeholders with differingobjectives and requirements. Government (National and County) is the bureau's strategic partner. Government provides support in enabling and strengthening the country's market position as an international MICE destination with excellent infrastructure, facilities, professionalism, quality and a safe and attractive environment in which to host MICE events. The private sector is the bureaus preferred partner and includes facilities(meeting venues and hotels), products and service providers often represented by private sector industry professional associations as these generate meetings, Professional CongressConference Organisers (PCOs), Destination Management Companies (DMCs), event managers, event organizers and meeting planners, the academia and the media. KNCB continues to work in close partnership with industry stakeholders to support the industry growth in line with the broader socio-economic development goals of the government. A strong business events industry will produce broader transformative social and economic impacts that go well beyond the hospitality industry.

Where are we as a country in terms of the MICE industry?

Kenya has been actively engaged in the MICE sector for decades. Nairobi was named Africa's leading business travel destination at the World Travel Awards in 2019; Kenya was ranked 5th on the ICCA Africa country ranking for association meetings with Nairobi ranked number five on the city rankings, and Mombasa at 13th in Africa. The gap in proactive MICE marketing and bidding and general information about the market readiness and available facilities to host meetings has been an inhibitor to growth of the sector. The competition has also been investing in world-class convention centers. This can be rectified through appropriate product development, packaging, pricing, messaging and marketing to key target markets. To fast-track the development of Kenya's...