Nura Kemis 
L-R Mulemwa Moongwa, MPI Africa Project, Kezy Mukiri, Convenor of the Africa MICE Summit with PS. for Ministry of Tourism & Wildlife Hon. John Ololtuaa during The Africa Meetings, Incentives, Conferences, and Exhibitions (MICE) Summit 2025 held at KICC Nairobi to position Africa's business events sector as a driver of economic growth and a key enabler of the African Continental Free Trade Area (AfCFTA
The Africa MICE Summit 2025 is taking place in Nairobi, marking the start of one of the continent’s most anticipated gatherings in Meetings, Incentives, Conferences, and Exhibitions (MICE).
The Africa Meetings, Incentives, Conferences, and Exhibitions (MICE) Summit 2025 held at KICC Nairobi to position Africa’s business events sector as a driver of economic growth and a key enabler of the African Continental Free Trade Area (AfCFTA).
This summit is poised to position Africa’s business events sector as a driver of economic growth and a key enabler of the African Continental Free Trade Area (AfCFTA).
The Summit is a three-day event taking place at the iconic from 9th to 11th September 2025, under the theme “Catalyzing Trade and Investment Through Business Events.”
It features a dynamic program comprising high-level panel discussions, keynote addresses, wellness sessions, and excellence recognitions, bringing together thought leaders and stakeholders from across the business events ecosystem.
Kezy Mukiri, Convenor of the Africa MICE Summit and CEO of Zuri Events, emphasised:
“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.”
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.
“We are expanding beyond traditional leisure tourism to create opportunities where business meets nature, where investment converges with culture and where global ideas find a home with an African touch.
Through Sustainability Africa is ready to move from potential to power and call upon stakeholders to seize the opportunity to build a thriving MICE sector that will make it possible for the world to meet in Africa, invest in Africa and grow with Africa,” said Ololtuaa.
Meetings, Incentives, Conferences, and Exhibitions (MICE) is a high-yield engine for Kenya’s visitor economy which stimulate jobs and MSMEs across hospitality, transport, and creative industries.
On behalf of Government, PS Hon. Ololtuaa reaffirmed Kenya’s commitment to unlocking the high yield engine for Kenya’s MICE economy through continued upgrades to venues and urban infrastructure, enhanced air connectivity and seamless travel, a competitive bidding and incentives framework for international congresses, capacity building for county convention bureaus and suppliers, launch of a digital one-stop MICE portal as well as a robust safety and service standards & sustainability guidelines for green meetings.
Africa MICE Summit was held on Africa’s meetings Industry Day (AMID) which is observed annually on 9th September to highlight the significant contribution of the MICE Industry to Africa’s economy and tourism efforts.
Speaking about the activities for the 3 day event, Kezy Mukiri, Convenor of the Africa MICE Summit said that discussions will be anchored on three key pillars;
- Sustainability – ensuring that Africa leads in green innovations through responsible events that protect our environment.
- Technology – embracing digital transformation, artificial intelligence and event tech to make Africa’s MICE industry globally competitive.
- People –pillar recognising that we have to develop talent, build capacity and empower future leaders who will carry this vision forward.
“MICE is a catalyst 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,” said Mukiri.
The Summit will culminate with the Africa MICE Awards Gala on Thursday, 11 September, celebrating excellence in Africa’s MICE industry.
