Mombasa:Former Minister of Information and Culture, Alhaji Lai Mohammed, has called on African governments to harness the potential of Meetings, Incentives, Conferences, and Exhibitions (MICE) as a significant driver of economic growth.
According to News Agency of Nigeria, Mohammed made these remarks at the ninth Africa MICE Summit in Mombasa, Kenya. He highlighted the immense value of the global MICE industry, estimated at $1.3 trillion, and noted that Africa currently accounts for only four percent of this market. He urged that MICE should serve as a platform for bringing investors, buyers, policymakers, experts, and businesses to the continent, presenting opportunities for investment, partnerships, and job creation.
Mohammed emphasized the importance of African destinations developing MICE strategies based on their unique strengths instead of competing for the same international events. He cited Nigeria’s entertainment sector, Kenya’s athletics and tourism, South Africa’s conference industry, and Rwanda’s role as a business gateway as examples of such advantages. Additionally, he suggested that African countries consider joint bids for large international events, similar to the 2026 FIFA World Cup model, which will be hosted by Canada, Mexico, and the United States.
Using Lagos as a case study, Mohammed illustrated the city’s potential for MICE development, mentioning that approximately 20,000 events are hosted there monthly. He pointed to the growth of ‘Detty December’ as an example of how integrated ecosystems can be created across various sectors like aviation, hospitality, and entertainment.
Mohammed, who is also the chair of the Eko Tourism Foundation, identified challenges such as infrastructure, intra-African connectivity, and visa restrictions as barriers to MICE growth. He advocated for improved transport systems, digital infrastructure, and visa arrangements to attract major international events.
He concluded by stressing the need for African countries to establish National Convention Bureaus to coordinate MICE efforts and measure their economic impact. Mohammed argued that the success of events should be assessed by their ability to attract investments, foster trade relationships, and create jobs, rather than merely counting attendees or hotel occupancy rates.