Kenya on course to becoming a Major MICE Destination as it unveils Brand Logo for Industry

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Image: Jacinta Nzioka and Najib Balala (CS for Tourism and Wildlife-Kenya)

The Kenya Convention Bureau (KCB) has reached a major milestone in its mandate to market and promote the country as a competitive destination for the African and global meetings and events industry. The Bureau on Monday, May 24th unveiled the official logo for Kenya’s MICE sector.

According to the Chief Executive Officer of KCB, Jacinta Nzioka, they have conducted situational analysis and researches to determine the potentials of MICE in the East African country. In doing so, Ms. Jacinta says that they have identified their unique preposition and what could help them carve a niche as a destination.

“More importantly we were able to identify the fundamental factors our destination needs to have in place in other to thrive in MICE”, she added.

KCB has also developed the Kenya MICE blueprint. This document serves as a roadmap for business tourism up to the year 2030 aligned with the national tourism blueprint, government’s national development plan and it is what is going to be guiding development, promotion and transformation of the MICE sector in the country.

Ms. Jacinta said the document precipitated the need to develop a MICE brand and image that drives the agenda to become a key player in the industry.

“We are cognisant of the Covid-19 era and this, as a result, has compelled us to think outside the box and make preparations for the future.”

She added that the pandemic has taught her outfit the importance of not just seeking immediate monetary gains, but also long term legacy benefits of the conferences and meetings held in Kenya. This, she said, will protect local economies and communities even if the country faces future crises.

According to her, Kenya has no problems with capacities regarding its ability to host international and domestic meetings. KNCB’s role is therefore, to professionalise and align all thoughts according to the brand to bring out their uniqueness as a MICE destination.

“What we bring in the business on our arena globally, is the fact that Kenya is known for conservation, beautiful landscapes, people and diversity in culture,” she maintained.

She assures industry players that KCB is focused on bidding events that will make sense to Kenyans and share their experiences with the world.

The official launch of the brand logo was done by Tourism and Wildlife Minister, Najib Balala, in Westlands, Nairobi where a Mugumo Tree – which is the brand identity – is located.

The significance of the choice of the Mugumo or fig tree as the brand identity according to Ms. Jacinta, is to further extend the traditions of their forefathers who used to congregate under such trees to discuss pertinent issues and give solutions to problems.

Story by: Samuel Obeng Appah and Emmanuella Asare

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