Nakuru County is targeting a bigger share of revenue from Meetings, Incentives, Conferences, and Exhibitions (MICE), a lucrative segment of the tourism mix globally.
The Chairman of the Tourism and Marketing Board, David Mwangi, said the county administration is spearheading bids to host regional and international conventions and is channeling more resources toward promoting conference tourism to accelerate recovery from the impact of the COVID-19 pandemic.
The MICE sector is a key contributor to the Kenyan economy. According to the Kenya Association of Travel Agents (KATA), the global MICE market, which involves travel for business-oriented purposes, is valued at USD 877 billion and is expected to experience a compound annual growth rate of 7.5 percent from 2024 to 2030.
Mwangi explained that MICE aims to provide an enhanced, customized hospitality setting that brings together top professionals from various industries.
“The market is benefiting from the increase in companies worldwide offering MICE services. Nakuru is leveraging its distinctive attributes to maintain a substantial market share. The County tops the list in MICE economy; hence, the need for capacity building to grow the sector,” Mwangi said.
The chairman added that the county is engaging state agencies, event organizers, and institutions to attract more international conferences. He described conference tourism as a key product that has not been fully exploited despite Nakuru’s rich prehistoric sites, nature trails, and wildlife attractions.
“Conference tourism is the largest and fastest-growing segment of modern tourism and has a higher financial impact because conference travelers spend more than leisure tourists, with expenses covered by their organizations,” he added.
Naivasha Sub-County is identified as a conferencing hub, ranking third in Kenya after Nairobi and Mombasa in bed capacity.
Mwangi called on tourism industry players, including the government, to unite in realizing domestic tourism’s potential, noting that sector growth will also create local employment opportunities.
He promised intensified campaigns to educate locals on available destinations and the importance of tourism, stressing that the sector’s success depends largely on the goodwill of residents.
The county has shifted focus to marketing its hidden treasures to boost earnings. Collaborating with stakeholders, including Kenya Wildlife Services (KWS), Nakuru is promoting domestic tourism in cultural heritage sites, ecotourism, and historical landmarks.
While wildlife safaris and prehistoric sites remain attractive, Governor Susan Kihika’s administration is aggressively marketing alternative tourism products, including culture, cuisine, entertainment, sports, nature, and MICE tourism.
The county boasts numerous destinations, from waterfalls, craters, gorges, lakes, and prehistoric sites to museums and cultural centers. However, most tourists are familiar only with iconic attractions such as Lake Nakuru National Park and Hells Gate, overburdening facilities and leaving the industry reliant on few sites.
“We are working to expand domestic tourism awareness, highlighting destinations for locals who may lack travel information. Our aim is to transform lesser-known sites into top travel experiences. Despite Kenya’s reputation for wildlife and beaches, other forms of tourism have been largely ignored,” Mwangi said.
The county is encouraging private sector and community development of “out-of-park” tourism activities such as mountain biking, visits to cultural and spiritual sites, cultural performances, and community walks.
He challenged Kenyans to reject the notion that tourism is only for the wealthy and urged the sector to develop affordable packages.
“For too long, we have relied heavily on foreign tourists. Now, locals must drive domestic tourism, contributing significantly to sector growth,” he said.
Mwangi emphasized that domestic tourism is as important as international tourism. Kenya has products tailored for local tourists, from Turkana to Naivasha, and domestic spending can generate significant economic growth.
He highlighted the need for investments and political goodwill to enhance infrastructure and marketing, unlocking domestic tourism’s full potential.
“Kenya’s tourism has focused too heavily on coastal regions. Other areas offer rich culture and experiences that can boost earnings,” he added.
He noted that tourism has often been left to a few operators who do not fully promote the diversity of local culture.
Kenya offers adventure, sports, game viewing, and romantic getaways. The country’s second tallest mountain, after Kilimanjaro, is a scenic highlight, and agri-tourism in tea and coffee sectors represents another growth opportunity.
For domestic tourism to succeed, locals must embrace visitors without social, economic, or political disruption. Engagement and dialogue with communities are critical to creating positive experiences.
The county government is supporting initiatives to market diverse tourism products, including mountaineering, cuisine, horticulture, and lake tourism, to attract more visitors.
While wildlife safaris remain attractive, Governor Kihika’s administration is promoting alternative tourism products including culture, cuisine, entertainment, sports, nature, and MICE tourism.
Destinations gaining attention include Mai Mahiu Catholic Church (built by Italian prisoners of war in 1942), Utamaduni Nature Park, Hyrax Hill Museum, Kariandusi Prehistoric Site, Lord Egerton Castle, and MICE venues renowned worldwide.
“The sector has shifted, and tourism players must adopt new approaches. Millennials are no longer interested in long game drives or indoor hotel stays. They seek cultural experiences, interactive activities, and engagement with communities,” Mwangi said.
He stressed the need to excite residents about Nakuru’s diverse destinations, encouraging travel within the county to retain economic benefits domestically.
Domestic tourism should be accessible to average Kenyans. “Reasonable packages will allow locals to explore and contribute to tourism growth,” he said.
“For years, foreign tourists have dominated our tourism industry. Now, Kenyans must take the lead in promoting and enjoying domestic destinations,” Mwangi concluded.
By Jane Ngugi and Dennis Rasto
