Kenya seeks to diversify tourism products in Spain
15 November 2013, 14:34
Nairobi - Kenya seeks to diversify its tourism renowned for the traditional beach and wildlife through Meeting Incentives, Conventions and Exhibitions (MICE) in Spain next week.
Kenya Tourism Board (KTB) will head a number of travel trade and industry players for the event from Nov. 19 to 21 in Barcelona.
"This is yet another opportunity for us to educate the MICE clientele on the destination's ability to host incentive groups, events, meetings and conferences in line with our tourism product diversification strategy," KTB MD Muriithi Ndegwa said in Nairobi on Friday.
The promotion of food tourism is part of the diversification plan.
Ndegwa said Nairobi has been keen on diversifying tourism products and that the country's rich cuisine is an ideal platform to support this effort.
The government, which had previously emphasized on sports and culture tourism.
MICE tourism is one of the growing segments KTB is marketing in line with the strategy of product diversification. It is to present Kenya with an excellent opportunity to establish competitive advantage within this niche segment.
The Exhibitions for the Incentive Business, Travel and Meetings (EIBTM) is the leading global trade fair for the meetings and incentive industry with hosted buyers and trade visitors.
The event brings together more than 15,000 MICE industry professionals keen on access to a dynamic business environment for networking and business deals.
According to Ndegwa, MICE is widely acknowledged as a lucrative industry, which enables destinations to create employment opportunities and benefit from foreign exchange earning.
Kenya is ranked second in conference tourism in Africa and 58th globally in the country and city ranking 2012 report by the International Congress and Convention Association (ICCA), a worldwide umbrella body for international conference and conventions.
According to the report, Kenya hosted 29 international conferences with the Kenyatta International Convention Center hosting a majority of them.
Nakuru County appeared also appeared in the ranking after hosting two international conferences making it a very important emerging city destination in Kenya.
The expo comes at a time when Kenya's tourism sector is reeling from the negative effects of insecurity incidences that have been blamed on the Somalia based militant group Al Shabaab.