EAST AFRICA TOURISM – THE MICE EVOLUTION
By Guest Writer Imelda Ndomo
(Posted 29th March 2019)
(Kigali Convention Centre)
It is often said, Jomo Kenyatta International Airport (JKIA) Nairobi is East and central Africa region’s gateway and hub. But to the man on the street, this statement may be more meaningful broken down to say, for instance, JKIA has direct flight connections with 4 continents – Africa, Asia, Europe, North America; and the Middle East and Indian subcontinents. This means that travelers from many locations around the world enjoy direct flight connections with Nairobi – many more than those that require a connecting flight. For the majority, access to East Africa in regard to the travel experience is quite easy – with tens of scheduled daily flights out of JKIA to the rest of the region, and access facilitation through the East Africa (EA) single visa. The EA visa is multiple entry, and allows seamless travel between Kenya, Rwanda and Uganda. Owing to this, the EA profile as a Meetings, Incentive, Conference and Events (MICE) destination continues to grow remarkably.
Whereas leisure travel was the mainstay of local tourism in previous years, emerging opportunities across various economic sectors in the EA region at large has given rise to a vast number of corporates and travelers visiting for business.
Further, travel is today an integral part of the day to day life of many professionals across East Africa, locals and residents alike; a stark departure from the past when this was a preserve of the elite and management. This is a pointer to the non-seasonal nature of MICE tourism, which is a welcome reprieve considering the region has for a long time grappled with the challenges of seasonality of leisure tourism. In Kenya, MICE is arguably the fastest growing segment of tourism and travel, and accounts for the overwhelming majority of new tourism investments in the country.
A spot check across the region confirms the ongoing MICE investments trend; with infrastructural expansions and personnel investment geared towards the MICE product. As the industry seeks to prime itself for this growing segment, here is a brief look at the top, defining considerations for the MICE market:
1. Capacity:-
Let’s face it – one of the foremost considerations when hosting an event is for participants to fit comfortably in the venue space. Event formats and even client preferences for instance, seating style, come as varied as the number of events taking place at any given time; and directly impact on the venue capacity requirement. Breakout rooms and podiums translate to a larger capacity venue space required. It follows thus that the larger the venue capacity, the more its appeal for a diverse mix of events.
Further, non-traditional spaces are increasingly sought after. Outdoor spaces are gaining in popularity, considering their potential for much larger capacity and outstanding, unique aesthetic. Venues that offer a combination of new and conventional spaces enjoy a competitive edge in the market.
2. Location
Consumer habits and preferences are continuously evolving. Today, there is a growing market specifically for non-traditional conference destinations; e.g. skipping the conventional board room for a tented set up in the remote bush for corporate meetings is not uncommon. By the same token, there remains a market for the tested and tried city locales.
(Kampala Serena Conference Centre)
Regardless of their destination preference, ease of accessibility is paramount. Not only is a reliable transportation network, be it good roads, rail, air or waterways necessary, good access also encompasses the elimination of barriers for persons with reduced levels of ability. Whether that is reduced mobility, sight, hearing or cognitive ability, designing locations and venues so as to provide these persons with easy and independent access is a great business opportunity, especially considering that 1 billion people across the world live with different types of disability (WTO) and projected to grow, in part due to aging populations and the reduced capacities that accompany aging.
(New Entebbe to Kampala Highway)
3. Security
Personal safety is one of the foremost considerations for anyone when making the decision to travel. The perceived safety of a destination is important not least because it directly corresponds to the guests’ expectation of their personal well being whilst on their travels. There is nothing like losing personal items and or work equipment such as laptops and cameras to disrupt one’s holiday, muddle a work assignment and colour a trip if not the entire destination negatively.
(KICC Nairobi)
Whilst security management continues to evolve, some of the key goals remain – efficient screening, surveillance and access control. These are key ingredients for the success of any event, and event organizers place a high premium on an effective security mechanism. For instance, proper access control is not only a matter of security, it also enables the organizer to enforce participation procedures such us participants’ registration and identification.
4. Suitability/Ambience
Is the venue complementary to the event’s theme? For instance, an accessible hotel where the design – structural as well as administrative culture – facilitates access for persons with disability is complementary to an event on Universal Access or otherwise empowerment of persons with disability; an academic institution is a complementary venue for a scientific conference and a beach front property perfectly complementary for a beach wedding.
5. Service levels
Guest tastes and preferences are as diverse as the individuals involved, making it imperative for innovation in guest services to satisfy expectations. Understanding and catering to guests’ individualized needs is the hallmark of customer service excellence and undoubtedly high on the agenda for MICE buyers.
Providing a designated, professional event coordinator to work with clients to achieve their vision for their event and assist in resolving any issues arising along the way should apply across the board. In addition, providing the right equipment and a well-trained, efficient team prepared to go the extra mile to ensure successful events is a hallmark of success in the trade.
6. Food & Beverage
Creating a memorable culinary experience for your guests encompasses more than just a variety of cuisines – it needs to be the highest standards of specialty. Adding a house touch to make the establishment’s mark on the familiar is a great idea, whether through a signature flavor twist or signature dish.
Proper food handling cannot be overlooked. Any lapse in this will have costly ramifications; extending beyond the financial to possible health crises. Food storage, preparation and presentation must satisfy proscribed health standards and as well go a step further to create an ambient and enjoyable dining experience. This goes a long way to boost guest experience, which is proven to attract return customers as well as inspire positive word of mouth referrals.
7. Sustainability
One of the leading trends in the global travel market today is a preference for travel that leaves a positive footprint in destinations and the host communities, whilst giving the traveler an enjoyable, memorable experience.
Establishments that demonstrate commitment to sustainability through implementation of sound policies for environmental and heritage conservation have a distinct market advantage. In Kenya, the eco rating scheme by Ecotourism Kenya is the pioneer, widely acclaimed recognition scheme for hospitality providers that demonstrate sustainability excellence by going over and above regulatory requirements. Considering that the region’s traditional tourism offering is nature based – Safari and beach, sound environmental management is a matter of duty.
(Seeking alternative ways to provide water)
Today, it is widely agreed that sustainability excellence is as much a tool for business competitiveness and survival as it is about the environment and ethics.
8. Brand recognition
Positive perceptions of a particular brand in the market place them top of mind and ahead of the competition in the minds of prospective clients. Built over time through consistency and trusted quality, event organizers often are guided by brand recognition when mulling over venue options.
Whatever the brand association – whether it is excellent food and beverage, guest relations or support to local communities, it is an important component of customer loyalty and great for market development.
Brand recognition is built over time but a worthwhile investment for every establishment – consider the priceless value of the unpaid advertisement that is word of mouth referrals and recommendations.
Price Competitiveness
MICE travelers arguably spend more than the average leisure traveler, attributed to having more disposable income. But when it comes to MICE expenditure, corporates’ competing budget lines and constraints lead to steep variations; from very low to large and unrestricted budgets. As is the case, the latter is usually the exception and not the norm.
It follows thus that providing a range of differently priced packages suitable for a broad spectrum of the market is advisable. Regardless of their budget, clients are looking for value for their spend; and working together with them within reasonable budget lines to create a successful event goes a long way. Not only does the client get a rewarding experience, the establishment’s profile and reputation also grows.
9. Ethical and Regulatory compliance
As a service industry, self-regulation and ethics is very important to safeguard clients’ interests as well as build the establishment’s and in turn the destination’s reputation. In Kenya, hospitality providers have organized themselves into trade associations where they voluntarily comply with set codes of ethical conduct and standards.
Beyond this, there are government enforced regulations in regard to standards and development covering licensing, health, data capture and taxation amongst others. To be sustainable and to thrive, any business must meet its ethical, regulatory obligations. The good news is this builds the organization’s profile not only with the regulators but also with the consumers.
