Africa-Press – Kenya. Kenya has unveiled a major shift in its tourism strategy by integrating cultural experiences into Meetings, Incentives, Conferences and Exhibitions (MICE), a move the government says will place communities at the centre of the country’s tourism growth.
Speaking in Laikipia County during the Umoja Laikipia Cultural Unity Festival and the launch of the Olkereti album by celebrated Maa performers, Cabinet Secretary for Tourism and Wildlife Rebecca Miano said the transformation marks a new era for the sector.
The event came ahead of the national Jamhuri Thematic Week.
She said the Ministry is committed to expanding MICE beyond traditional conference spaces and rooting it within Kenya’s cultural identity. The new approach is anchored in the MICE Mashinani initiative, which seeks to decentralise MICE activities and strengthen local participation.
“We are demystifying MICE by taking it back to the people, into our communities, our cultural spaces, and our creative environments,” CS Miano said.
She added that culture is one of Kenya’s strongest assets. “Kenya’s culture is a global asset, and integrating it with MICE transforms local festivals into engines of investment, innovation, and unity.”
The MICE Mashinani initiative aims to increase public understanding of the economic potential of the MICE sector. The programme leverages cultural ambassadors and youth creatives to promote heritage preservation and tourism-led development.
This, the Ministry says, positions culture as a catalyst for new investment and stronger community engagement.
As part of the transformation, the Kenyatta International Convention Centre has unveiled a Virtual Exhibition Platform that will operate as a digital marketplace for culture and tourism.
The platform will allow artists, cultural groups, SMEs, and creatives to host virtual booths, performances and catalogues of their work.
According to the Ministry, the platform will widen market access by taking Kenyan cultural products beyond physical limitations. It will be formally launched next week during the Jamhuri Thematic Week in Nairobi.
CS Miano said the launch represents a major step in Kenya’s digital tourism expansion. “This platform revolutionizes how Kenya markets its culture, creativity, and tourism offerings.
Artists and communities will now have a global stage 24/7 amplifying their work, their identity, and their economic potential.”
The Ministry also highlighted the launch of Olkereti, the new album by The Multisystem, describing it as an important part of the “Demystifying MICE Through Culture” agenda.
The event brought together leaders, elders, creatives and supporters from across Laikipia, Samburu, Isiolo, Narok, Kajiado, Turkana, Meru, Marsabit, Nairobi, and other regions.
The Multisystem, known for their blend of Maa music, contemporary storytelling, and messages of empowerment, continue to rise as influential voices in cultural preservation and youth inspiration.
