Welcome to the MICE Africa daily read for MICE Professionals doing business in Africa.
In today’s topics;
- Kenya pushes to be Africa’s top MICE destination.
- Morocco and Ghana open travel access with a visa-free pact.
- Seychelles unveils an international regatta to boost tourism.
Kenya Tourism CEO Among Africa’s Top 50: Driving Kenya’s Tourism Future
June Chepkemei, CEO of the Kenya Tourism Board (KTB), has been named among Africa’s 50 Most Influential CEOs for 2025 by Africapitol Ventures. This recognition highlights her leadership in strengthening Kenya’s tourism sector through strategic initiatives, sustainable practices, and innovative marketing. Despite being in the role for less than a year, her efforts are already making an impact.
Under her leadership, KTB has expanded Kenya’s global tourism reach with campaigns like “Ziara Kenya: One Diaspora, One Tourist,” which encourages Kenyans abroad to promote their homeland. She has also championed adventure tourism, supporting the Kenya Adventure Tourism Product Club to market Kenya’s unique landscapes internationally. Her collaborations with private sector stakeholders and county governments further underline her commitment to a unified approach.
Chepkemei credits this achievement to the dedication of the entire KTB team. Her approach to leadership—focused on creativity, partnerships, and community-driven tourism—sets a strong example for the African MICE industry. Her work reinforces the importance of vision and teamwork in making Africa a top-tier destination for global events and tourism.
Kenya’s MICE Ambitions: Can it Become Africa’s Leading Business Tourism Hub?
Kenya is setting its sights on becoming Africa’s top business tourism hub. The country has seen steady growth in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, with MICE contributing 27% of international arrivals in 2024, up from 24% the year before. High-profile events like the Africa Climate Summit and key UN meetings have put Kenya on the map, but industry leaders stress that execution remains a challenge.
Competition is heating up, with Rwanda, Ethiopia, and Uganda expanding their MICE industries. One of Kenya’s major gaps is international marketing, as efforts remain largely focused on leisure tourism. Stakeholders argue that a government-led strategy with private sector collaboration is needed to position Kenya competitively. Financial incentives, increased promotion, and investment in MICE infrastructure could help bridge this gap.
Developing incentive travel is another key opportunity. By leveraging Kenya’s status as the “Silicon Savannah” alongside its natural attractions, the country can offer compelling business tourism experiences. Plans for a national convention bureau are in discussion to streamline event management and promotion. A coordinated effort between government and private stakeholders is crucial for Kenya to cement its position as a leading MICE destination.
Morocco & Ghana: Visa-Free Travel Opens Doors for Tourism & Economic Growth
Morocco and Ghana have signed a visa-free travel agreement, paving the way for stronger tourism and economic ties. Announced on March 25, 2025, by Ghana’s Foreign Minister Samuel Okudzeto Ablakwa, the deal simplifies movement between the two nations, fostering business opportunities and cultural exchanges. It now awaits ratification from both parliaments before full implementation.
Beyond tourism, the agreement strengthens collaboration in agribusiness, security, and trade. Increased travel will boost local economies, with hotels, tour operators, and transport services set to benefit. Morocco’s Ambassador to Ghana, Imane Ouaadil, has also reassured Ghanaian travelers of their safety in Morocco, addressing concerns over misinformation.
This move aligns with Africa’s broader goal of regional integration and economic growth. It facilitates new trade opportunities, attracts investment, and provides a foundation for deeper cooperation. As approval nears, the tourism and business sectors in both countries are gearing up for a significant shift in travel and economic activity.
Seychelles Challenge: A 7-Day Sailing Regatta in Paradise
Seychelles is gearing up for an unforgettable week on the water with the Seychelles Challenge, a seven-day regatta from July 20th to 27th. This event is a bold move to position the island nation as a top-tier sailing destination, offering both thrill and beauty in equal measure. With trade winds in its favor and calm, cyclone-free waters, Seychelles presents an ideal setting for sailors of all levels. Whether bringing their own boats or chartering catamarans through event partner Sunsail, participants will navigate across stunning islands in a test of skill, endurance, and adventure.
This regatta isn’t just about racing; it’s a complete experience. Daily challenges will be followed by social gatherings in some of Seychelles’ most breathtaking locations. Prize ceremonies and elegant evening events add to the charm, ensuring that competitors and spectators alike enjoy the best of island hospitality. The event welcomes experienced sailors and enthusiastic amateurs, creating an inclusive space where passion for the sea takes center stage.
A collaboration between WorldSport and Tourism Seychelles, with strong local support, the Seychelles Challenge is more than a competition—it’s a statement. The aim is clear: to solidify Seychelles as a world-class sailing hub. With its unmatched natural beauty and favorable conditions, this regatta sets the course for a new maritime legacy in the Indian Ocean.
That’s it for today.