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Africa MICE Summit highlights events as catalyst for investment
The Africa MICE Summit 2025 has begun in Nairobi, bringing together leaders from across the meetings, incentives, conferences, and exhibitions sector to position business events as a driver of trade and investment across the continent. The three-day summit runs from 9 to 11 September at the Kenyatta International Convention Centre under the theme Catalyzing Trade and Investment Through Business Events.
The program includes keynote addresses, panel discussions, wellness sessions, and the Africa MICE Awards Gala. Delegates include policymakers, industry experts, investors, and hospitality executives from more than 15 countries across Africa, the Middle East, Europe, and Asia.
Kezy Mukiri, Convenor, Africa MICE Summit and CEO, Zuri Events: "Africa is at a turning point. The AfCFTA has opened a continental market of 1.4 billion people, and MICE is the platform that will unlock cross-border trade, investments, and innovation. This summit is not just about events—it is about creating pipelines of opportunity that will transform economies and empower communities."
John Ololtuaa, Principal Secretary, Ministry of Tourism and Wildlife Kenya: "This summit comes at a historic moment for our continent given that Africa is rising as the next frontier for trade, investment and innovation. Tourism is one of Kenya’s most economic pillars and the world knows Kenya for its wildlife, beaches and rich cultural heritage. As we strive to get better, we know that the future of tourism must be broader and more inclusive and Kenya is deliberately positioning MICE as a key strategy to catalyse tourism."
John Ololtuaa outlined government initiatives to strengthen the MICE sector, including investments in venues and infrastructure, improved air connectivity, competitive bidding frameworks, digital platforms, and sustainability guidelines for green meetings. He emphasised that meetings and conferences generate opportunities for small businesses across hospitality, transport, and creative industries.
The summit coincides with Africa’s Meetings Industry Day, marked annually on 9 September to recognise the sector’s role in tourism and economic growth.
Kezy Mukiri noted that this year’s discussions will be shaped around three core pillars: sustainability, technology, and people.
Kezy Mukiri: "Sustainability means ensuring that Africa leads in green innovations through responsible events that protect our environment. Technology involves embracing digital transformation, artificial intelligence and event tech to make Africa’s MICE industry globally competitive. And the people pillar recognises that we have to develop talent, build capacity and empower future leaders who will carry this vision forward."
"MICE is a catalyst for transformation and legacy that positions our cities as hubs of opportunity. We will create pipelines that will unlock Africa’s potential and accelerate Africa’s integration into the global economy and position Africa’s premier MICE hub – a destination where business truly meets opportunity."
The three-day event features the Africa MICE Investors Forum, the Future Leaders Forum, and panels on sustainability, technology, and human capital. Exhibition showcases highlight developments in green technologies, destination branding, and hospitality solutions.
The Africa MICE Awards Gala on 11 September will close the summit, recognising excellence in categories such as best African MICE destination, best sustainable MICE solution, and best incentive travel program.
