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).
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 Kenyatta International Convention Centre
(KICC) 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.”
Giving the key note speech at the opening ceremony of the Africa MICE Summit and representing the Cabinet Secretary, Rebecca Miano was PS for Ministry of Tourism & Wildlife John Ololtuaa who stated that “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.
“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 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 that is meant to ensure that Africa leads in green innovations through responsible events that protect our environment.
Technology that aims at embracing digital transformation, artificial intelligence and event tech to make Africa’s MICE industry globally competitive.
As well as 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.
Africa MICE SUMMIT
Africa MICE Summit started in 2018 and currently convenes over 15 countries spanning Africa, the Middle East, Europe, and Asia, including delegations from Tanzania, Uganda, South Africa, Zambia, the DRC, UAE, France, and Russia. It attracts government leaders, global investors, trade agencies, event professionals, and hospitality executives, all uniting to chart a roadmap for Africa’s competitiveness in the global MICE landscape.
Keynote Speaker Highlight for Africa MICE Summit 2025 will include: Rebecca Miano, Cabinet Secretary, Ministry of Tourism & Wildlife, Kenya (Chief Guest), Dr. Geoffrey Manyara (UNECA), Havar Baur, Co-Founder, HotelOnline, Hasnain Noorani, Group MD, PrideInn Hotels, Nicanor Sabula (CEO, KATA), Barry Clemens (CEO, HospitalityEQ), Abderahmane Berthe (Secretary General, AFRAA), and Prof. Judy Kepha-Gona (STTA), among many others
Featured Sessions and Forums
The 3-day summit will feature a dynamic program:
- Africa MICE Investors Forum – connecting financiers, governments, and private sector players to de-risk and fund MICE infrastructure and launching the Africa MICE Investment guide.
- Future Leaders Forum – a pre-summit event of the Africa MICE Summit nurturing young professionals and students as Africa’s next generation of MICE leaders.
- Panels on Sustainability, Technology & Human Capital – addressing climate-smart venues, AI in events, and skills development for global competitiveness.
- Exhibition Showcases – featuring innovations in green technologies, hospitality solutions, and destination branding.
- Africa MICE Awards Gala – celebrating excellence with categories such as best African MICE destination, best sustainable MICE solution and best Incentive Travel Program
