Kenya moves to embed culture in MICE tourism

Kenya has unveiled a bold plan to transform its Meetings, Incentives, Conferences and Exhibitions (MICE) sector by placing cultural experiences and community participation at the centre of future tourism programming.

Speaking in Laikipia during the Umoja Laikipia Cultural Unity Festival and the launch of Olkereti, the new album by celebrated Maa performers ‘The Multisystem,’ Tourism and Wildlife Cabinet Secretary Rebecca Miano said the shift is designed to demystify MICE and make it more inclusive and locally rooted.

The new strategy is anchored in the MICE Mashinani initiative, which seeks to decentralise events, build local capacity, and increase public understanding of the economic potential of the sector.

By mainstreaming cultural festivals, creative performances and community-based heritage experiences into MICE activities, the ministry hopes to expand opportunities for youth, cultural practitioners and local businesses.

“Kenya’s culture is a global asset. Integrating it with MICE takes these experiences back to our communities and transforms local festivals into engines of investment, innovation and unity,” CS Miano said

A key feature of this new direction is the Kenyatta International Convention Centre’s new Virtual Exhibition Platform, a digital marketplace that will showcase Kenyan artists, cultural groups, entrepreneurs and tourism destinations to global audiences.

The platform will allow users to host virtual booths, performances and product catalogues, offering small enterprises visibility beyond physical exhibitions.

The digital platform is set for official launch next week during the Jamhuri Thematic Week at KICC, a move the ministry says marks a major milestone in Kenya’s push toward digital tourism.

“This platform revolutionises how Kenya markets its creativity and cultural identity. Communities and artists will now have a global stage, 24 hours a day,” the CS added.

The launch of Olkereti drew leaders and supporters from Laikipia, Samburu, Isiolo, Turkana, Meru, Marsabit, Nairobi, Narok and Kajiado.

Known for their fusion of Maa traditional sound with modern storytelling, The Multisystem has earned a reputation for championing youth empowerment and cultural preservation.

The ministry said integrating such cultural milestones into mainstream MICE programming will not only diversify Kenya’s tourism offerings but also ensure that communities benefit directly from the country’s growing events industry.