The Africa MICE Summit 2025, organized by Zuri Events and held at the Kenyatta International Convention Centre (KICC) from 9th-11th September 2025, brought together industry leaders from across the continent under the theme “Catalyzing Trade and Investment in Africa Through Business Events.” The three-day forum provided a platform to explore how Africa can unlock the potential of its Meetings, Incentives, Conferences, and Exhibitions (MICE) sector to drive trade, tourism, and investment.
The summit was officially opened by Hon. John Ololtuaa, Principal Secretary in the State Department of Tourism, Ministry of Tourism and Wildlife, and attended by key policymakers, investors, and private sector leaders. PrideInn Hotels, Resorts & Camps was honored to be part of this landmark event, with our Group Managing Director, Hasnain Noorani, OGW, joining a high-level panel discussion during the opening ceremony.
Mr. Noorani shared insights on how Africa can transition from being an emerging player to a global leader in the business events space. Currently, Africa captures less than 3% of the global MICE market despite hosting some of the world’s fastest-growing economies. This gap signals both the challenges and the opportunities that lie ahead. MICE tourism has an outsized economic impact, generating up to five times more revenue per visitor than leisure tourism. In Kenya, the sector is steadily growing; in 2023, the country hosted over 3,000 business events, contributing approximately KES 11 billion (USD 75 million) to the economy. Yet, with most events concentrated in Nairobi, significant opportunities remain to expand capacity in other destinations such as Mombasa and Kisumu.
Discussions at the summit also highlighted ba
PrideInn Hotels, Resorts & Camps Managing Director, Hasnain Noorani, OGW, speaks to the media at KICC following the opening ceremony of the Africa MICE Summit 2025.rriers limiting Africa’s competitiveness, including underdeveloped convention facilities, visa restrictions, limited air connectivity, and gaps in digital infrastructure. Mr. Noorani emphasized the importance of public-private partnerships (PPPs) and regional cooperation in overcoming these challenges.
Case studies from Rwanda and South Africa illustrated how coordinated strategies can deliver substantial returns, with Rwanda’s Kigali Convention Centre alone hosting more than 110 international events in 2023 and generating over USD 80 million for the local economy.
For PrideInn, participation in the summit underscored the brand’s commitment to advancing Kenya’s position as a leading MICE destination. As a homegrown Kenyan hospitality brand, PrideInn continues to invest in modern facilities, digital innovation, and experiences that meet global standards. The summit also brought recognition, as PrideInn Managing Director Hasnain Noorani, OGW, received the Distinguished MICE Investor Award from summit founder Kezy Mukiri during the Africa MICE Awards Gala Dinner.
The Africa MICE Summit 2025 affirmed that Africa has the talent, ambition, and destinations to emerge as a powerhouse in business events. What is now needed is strategic alignment and shared vision. As Mr. Noorani concluded, “Africa’s MICE transformation begins with African businesses, African cities, and African collaboration. We have the talent, the destinations, and the drive, now we must match it with strategy and collective action.”
At PrideInn, we remain committed to being part of this transformation and ensuring that Kenya and Africa at large take their place as global hubs for meetings, incentives, conferences, and exhibitions.