On 12-13 June 2025, the Sarit Expo Centre played host to the transformative inaugural Africa MICE Expo 2025, an event that shone a spotlight on the immense potential of the continent’s MICE sector. Under the theme “Transforming Africa Through MICE: Collaborate, Innovate, Elevate“, the expo brought together industry leaders, innovators, and next-generation talent to forge a renewed path for business events in Africa.
The event was a collaborative effort, organised by the Sarit Expo Centre, supported by prominent industry players including the Association for Kenya Business Events (AKBE), the Event Managers Association of Kenya (EMAK), CateChris Ltd, MICE-Diary, and Snapsight. This powerful collaboration underscored the unified drive to elevate Africa’s standing in the global MICE landscape.
A Convergence of Visionaries and Innovation
The expo was lauded for its insightful conversations, practical solutions, and actionable growth strategies. The program featured a variety of engaging panel discussions and strategic networking opportunities, showcasing the collaborative strength of the industry.
Key highlights from the expo included:
- Insightful Discussions: Panels delved into critical topics such as the future trajectory of Kenya’s MICE industry, sustainability, risk management, air travel and data security. A notable Keynote featured game-changing insights from Mr. Noorani Hasnain, the Group Managing Director of PrideInn Group, on the massive growth potential for MICE in Kenya, which remains untapped.
- Focus on Sustainability: The event placed a significant emphasis on responsible tourism and ethical practices, marking a pivotal moment for the industry’s commitment to sustainability.
- Youth in MICE: A dedicated panel for young professionals highlighted the expo’s commitment to nurturing the next generation of MICE leaders, proving that the industry’s future is in capable hands.
- Masterclass: Offered a comprehensive look into the vital role associations play within the events sector. They highlighted how associations are crucial for adult education, professional development, and networking, emphasising the unparalleled value of in-person interactions over virtual alternatives. Furthermore, the masterclass positioned associations as key drivers of industry standards, policy advocacy, innovation, and ethical practices.
- CEO’s Roundtable: Brought together industry leaders to strategise on advancing Kenya’s MICE sector. Key discussions revolved around the success of Rwanda’s MICE strategy, driven by strategic planning and public-private partnerships, which elevated Kigali’s ICCA ranking, and strategies employed by South Africa to remain as the continent’s MICE powerhouse. Emphasis on collaboration, effective destination marketing, data-driven decisions, and technology adoption was clear. While addressing challenges like travel advisories and visa policies, Rwanda’s visa-on-arrival system was highlighted as a model. The potential of various meeting types, the role of international platforms and national carriers, and the need for sustainability and skills development were also discussed. The roundtable set ambitious goals to double African MICE numbers within five years through SMART goals and regional cooperation, underscoring the economic impact of MICE and the need for increased government support and infrastructure investment to foster a collaborative, data-driven, and globally competitive African MICE industry.
- Innovation on Display: The exhibition floor was a vibrant hub of creativity, showcasing the latest advancements in event venues, hotels, DMCs, PCOs, airlines, technology, logistics, and experiential marketing.
A Future Forged in Collaboration
A central takeaway from the Africa MICE Expo 2025 is that collaboration is the cornerstone of future success. The powerful partnerships between industry giants like AKBE and EMAK were described as “pure magic” and a testament to the unstoppable collaborative spirit within the sector.
The event solidified the belief that Africa is not merely a participant in the global MICE conversation but is poised to lead it. With existing infrastructure and exceptional talent, the continent is well-positioned to become a premier destination for global business events. The connections and ideas sparked at the expo are expected to create a lasting impact, driving trade, tourism, and investment across the continent for years to come.
The momentum generated by the inaugural Africa MICE Expo is just the beginning. The call to action is clear: to continue advocating for better policies, strengthening partnerships, and championing sustainable practices to firmly place Kenya and Africa on the global map as leading MICE destinations.
