TOURISM PRODUCT I: CONFERENCE TOURISM IN KISUMU COUNTY

Abstract: The position of Kisumu at the heart of East African Community member states and
the presence of natural resources such as Lake Victoria puts the city at an advantageous area for
Mice tourism which has become the biggest tourism investment. And our work as KICC is to
expose the area to the international community. Looking at Kisumu we are strategically placed
for East African Community member state conferences which have always been held in Arusha
and with massive infrastructure we will be able to grab a number of them. Unfortunately, the full
potential of conference tourism has not been exploited locally. The development, marketing and
promotion of conference tourism in Kenya have been disparate. This has been entrenched further
by the lack of a coordinated, targeted effort to market conference tourism in global markets. This
paper seeks to highlight and assess venues for the development of conference tourism in Kenya.
It also seeks to isolate strategies for harnessing even greater potential of conference tourism in
Kenya. The paper acknowledges the emergence of M.I.C.E tourism as an alternative tourism
strategy of choice for Kisumu’s tourism diversification and development strategies. The paper
recommends that properly structured foundational activities need to be put in place towards
building a strong destination-based ‘Conference tourism’ brand. These activities would include
the establishment of a conference bidding team composed of the major stakeholders in the
meetings industry. Further, the establishment of a fully-fledged and government supported
conventional bureau would be the best intervention in the promotion of conference tourism in
Kisumu. By de-centralizing tourism promotion and marketing, the government would essentially
harness the advantages related to outsourcing. By combining, sharing and expanding core
competencies, these networks enhance K.T.B.’s efforts of efficiently marketing Kenya’s tourism
sector drastically.

Keywords: MICE –Meetings, Incentive group travel, Conferences and Exhibitions Conference
Tourism, Attractions, Culture, Branding, and Kisumu.
Introduction
Kisumu City is expected to be the next attraction for conference tourism in the country after
Kenyatta International Convention Centre (KICC) signed a Memorandum of Understanding
(MoU) with the county government to construct a multi-billion state of the art convention centre
similar to KICC in the area. The MoU signed between the County Executive Member for
Tourism Dr Rose Kisa and KICC Managing Director Fred Simiyu will also see KICC market
tourism and investment potential in the county, training Kisumu staffs on conference tourism and
funding of high level events in the area. According to Mr Simiyu, the county's Tourism
department has been tasked with mapping out the area and documenting Meetings Incentives
Conference and Exhibitions (Mice) tourism potential within the next six months so as to give the
green light for the financial investment required for the projects. Simiyu said the marketing beat
is however expected to start immediately, with KICC expected to fund temporary conference
infrastructure in the short term before the commencement of the massive infrastructure.
With Kenya being the second largest host of Mice tourism in the continent after South Africa,
Simiyu said 70 per cent of Mice investments are within the country's capital, Nairobi, and KICC
is looking into distributing the resources to other parts of the country.
The city is also expected to host this year's National Music Festivals in August which is expected
to bring over 10, 000 participants to the city. Kisia said opening up the city through investment
in conference infrastructure will bring more people, and the human traffic is likely to open up
economic opportunities in the area. According to Kisia, the histories surrounding Kisumu makes
it a place of choice for most of the international conferences which requires relevant environment
for difference Mice events. "The presence of Lake Victoria makes it easier for international
conferences on fisheries, marine and environment to choose the area. Kisumu being one of the
areas with high Malaria prevalence rate makes the area relevant for health conferences," said
Kisia.
Governor Jack Ranguma who witnessed the signing of the MoU said the county has also been
sourcing for investors to fund other related facilities to facilitate conference tourism. "We know
that hotels, transport, security and health are some of the sectors which must be up to date to
attract conference tourism. We are already in talks with Australia to have the lake transport
resurrected, and with Nairobi Hospital to have another modern health facility in the area. Such
facilities promote human traffic to the area," said Ranguma. Ranguma said domestic tourism has
proved to be the best earner for the county's tourism department with 2014 survey indicating that
the county's conference tourism increased by 100 per cent.
Conference Tourism in Africa
Africa has its share in conference tourism in the world. With its perfect weather situation, it can
hold conferences throughout the year. Facilities for conferencing in Africa is being developed
with time and this in mind many first world continents are preferring Africa as a conference
destination. South Africa leads in conference tourism in Africa followed by Egypt and Morocco.
South Africa’s city of Durban is the number one conference venue in Africa. This is attributed to
conference facilities of international standards and back-up services. Aggressive marketing and
good weather makes Durban city a leader in this tourism business, followed by Cairo in Egypt
and Casablanca in Morocco.
Conference Tourism in East Africa
East Africa, being part of Africa has not been left behind in the conference tourism package.
With excellent facilities for conferencing, the cities of east Africa are engaged in this business all
year round. In Uganda, the development of the New Serena hotel has made a boost in the
conferencing package. Uganda can now handle a larger magnitude of visitors for conferencing
than any time before. In Tanzania, Arusha houses the East Africa community which takes a
number of visitors from all over East Africa community states now numbering five countries.
Kenya is not left behind either, with the KICC undertaking a total rehabilitation overhaul of
conference facilities, and the UN Complex at Gigiri having international conference facilities,
Kenya is the leading conference tourism state in east Africa.
Conference Tourism in Kenya
For a while now Kenya has been one of the most popular Mice destinations in Africa and the
only country that has beaten it for the top spot is South Africa. Nairobi especially has always
been in high demand hosting various meeting, conferences and delegations from different
countries that took advantage of their visits to explore Kenya and visit renown game parks. and
other tourist sites.
However, this very lucrative branch of tourism has also been affected by Kenya’s recent trouble
just like the rest of the tourism industry. According to a report published in Kenya’s economic
survey, growth in the MICE subsector of tourism fell by 4.5% in 2013. Looking at numbers,
from 2010 to 2013; in 2010 the Kenya hosted a record of 2783 MICE events which increased to
3304 in 2011, 3,666 in 3012, but decreased to 3,148 in 2013. . MICE business is one of the most
profitable business sectors not just in Kenya but in East Africa. It contributes quite heavily to
Kenya’s tourism industry and in turn the country’s GDP. But because of the negative publicity in
terms of tours and travel that Kenya has been receiving due to its tragic security woes, this sector
of business has been on a downward performance slide. Not even big celebration and holiday
periods such as Easter and public holidays like the recent Labour Day have been a boost for the
sector. Reports that hotels and resorts barely registered an increase in demand during the Easter
season have cemented the fact that travellers are paying attention to the news feed and many are
looking for alternative spots and adventures such as Tanzania safaris rather than the usual Kenya
safaris. Many hotels both on the coast and inland are struggling to stay in business. Some have
resorted to laying off workers because paying salaries from their dwindling cash flows is very
challenging.
According to some industry observers, much as the slump in MICE tourism is result of the very
challenges that have led to a decline in the Kenya tourism sector as a whole, it is in part
attributed to the lack of a national convention centre at the cost of Kenya. A number of proposals
have been made to construct such centres in the coastal town – Mombasa and an inland one in
Kisumu. MICE tourism is basically a market for hotels and resorts and it is better for hotels that
have conference halls, and other facilities that are convenient for group visits. So where the
country is lacking convention centres in various parts, good hotels with good conference hall
facilities have been benefitting.
Conference Tourism in Kisumu
Kisumu has always missed out on conference tourism due to shortage of facilities. However, the
city recently hosted 6, 000 participants of the second Devolution Conference, one of the biggest
conferences in the lake-side city's conference tourism, a situation which exposed the city's ability
to handle high class Mice events.
Now, Kisumu city is experiencing an overwhelming increase in investment in hotel
accommodation industry. Several positive activities have contributed to the perception of
Kisumu hotel accommodation business as lucrative and enjoying huge profits. Notable activities
include; Location of Kisumu town within the East African community, restocking
and rebranding of Impala Park, the Opening up of Kisumu International Airport, improved road
transport, improved service quality by the existing hotels, renovations and rebranding of the
hotels, increased marketing activities by Kenya Tourists Board, Lake Victoria Tourism
Association, Kisumu Hotel Managers Group and the private investors. The players are also lobby
for more investment in hotel accommodation facilities amidst outcry on shortage of the facilities.
The industry began more than a hundred years with four main hotels which until six years ago
have dominated the market. The hotels are; Nyanza club, Sunset hotel, Kisumu hotel (formerly
Royale) and Imperial hotel. Kisumu city is witnessing unprecedented growth in the hotel
industry, with over ten facilities put up in the last five years.
Some of the new hotels include Parkview Safari Hotel and Apartments, The Vic, Great Lakes, Le
savanna, Royal City, sovereign and Jumuia Guest Resort. (Mosota, 2013).  Most of these hotels
have a capacity of below 50 rooms with the largest having 103 rooms. The average annual bed
occupancies are above 50% for the top ten hotels in Kisumu – as 2013 performance results. The
tourism industry in Kenya and by extension hotel accommodation business in Kisumu town is
governed by both the county and the Kenya central governments through the ministry of tourism.
Locally in Kisumu there is Lake Victoria Tourism association and Kisumu Hotel Managers
Group which are playing active role in promotion of hotel and tourism activities in the town. The
government introduction of tourism Act of 2011 and the continued marketing of the region
nationally and internationally through Kenya Tourist Board (KTB) have also played a major role
in encouraging improvements in Kisumu hotel accommodation.
Conference facilities in Kenya. There are over 2000 meetings, incentive travel, conference and
events/ exhibitions (M.I.C.E) facilities in form of hotels, lodges, learning institutions,
Conference/Convention centres and Stadia all over the country concentrated in the major towns,
along the coast and national parks, all with conference facilities of varying capacities. Public
learning institutions have by virtue of their core business constructed to provide venues of
information and knowledge exchanges in form of lecture theatres and seminar rooms. These have
also been used as secondary source of income for these institutions through hiring the facilities to
the local market for conferences, meetings and seminars. While stadia have been able to cater for
demands of huge crowds especially for political and religious functions.
Conference facilities in Kisumu. On the eastern shore of Lake Victoria lies Kenya’s third
largest city which also happens to be the largest city in Western Kenya region. Kisumu is
undoubtedly Kenya’s haven for MICE Events in the Western region. Kisumu city is also one of
the fastest growing cities in Kenya. Surrounded by an agriculturally rich neighbourhood mainly
supporting large-scale sugar industry and rice irrigation, its contribution to the National economy
is significant. It is, therefore, a natural base for visiting and doing business in Western Kenya.
For air transportation needs, Kisumu is served by Kisumu Airport, with regular daily flights to
Nairobi and elsewhere. Kisumu is also accessible by bus, car, train, and even boats while using
Lake Victoria. Some of our most recommended conference venues in Kisumu include; Acacia
Premier Kisumu, Kisumu Hotel, Imperial Hotel & The Vic Hotel. 
Recommendations, Policy implications & Conclusions
Recommendations: The Proposition
A number of foundation activities need to be put in place towards harnessing the great potential
in conference tourism and building a united front. These will include Conference tourism product
audit; Conference tourism brand; Convention Bureau and; Marketing & Promotion.
3.1.1 Conference tourism product audit A proper conference tourism product audit is necessary
towards forging a united front in tourism development. A product audit will involve: determining
the number of conferencing facilities in the country by region and their capacities; determining
what number of these facilities has accommodation and those without and determining the
available accommodation around facilities without; distance & capacities.
3.1.2. Conference tourism brand Conference tourism is a niche market product and should be
differentiated, though complimented, with other tourism products. Having withstood the most
turbulent times in Kenya’s tourism, conference tourism through lacking a particular identity, has
been a revenue source to reckon with.
 Developing Kenya’s conference tourism brand would be the next prudent step in differentiating
this unique product. Kenya’s tourism in general has been identified by culture (Maasai) and
wildlife
(big-five), for a long time such that it’s very hard to think of Kenya as a tourism destination
without thinking of the two. Riding on these strengths and creating an extension identity would
be ideal in differentiating the conference tourism product with the general holiday product. This
will entail; logo and colour for the brand; slogan; website and; convention bureau.
4.1.3. Convention Bureau
The current global growth in the meetings industry is momentous both in size and type of
demand and thus requires well-coordinated efforts for a destination to win international
conference bids. The marketing and promotion of conference tourism in Kenya has been
disintegrated, as each facility presents into the market, with little regard of other complimenting
facilities. Harnessing of all this disparate resources would go a long way in presenting a united
front in conference tourism marketing. It has become the global trend to establish a fully-fledged
and well-funded Convention Bureau that is either government run, Quasi-government or
privately funded and run. A Convention Bureau is a non-profit making organization charged with
the responsibility of promoting convention, exhibition and incentive travel. A convention bureau
provides an integrated avenue in coordinating business and conference tourism marketing,
international conference bidding.
4.1.4. Marketing & Promotion
More focused marketing of conference is paramount at this stage. This will entail standardizing
marketing and promotional strategies to ensure the same message is passed across the market
about Kenya conference product, locally and internationally. Such areas that would require
standardized messages would be; promotion materials for the brand; website for the brand,
sponsored by stakeholders; creating a bidding team composed of the main stakeholders; and
creating an association of conference tourism membership association.
Policy Implications: The Stop-gap measure
Why invest in Kisumu hospitality industry?
1. Central Location of Kisumu within East Africa Community-Kisumu is easily accessible
and within reach to Uganda, Rwanda, Burundi, Northern Tanzania and Southern Sudan
making it a natural hub for trade and a strategic transport route in the East African region
2. Central location of Kisumu county within the western Kenya Tourism circuit
3. Central location of Kisumu county in relation to other counties within western Kenya
4. Opportunities provided by the county governments- ear marking of tourism as a key
sector for development, mapping of tourism site, aggressive marketing plans for hotels
and tourism sites by the county governments., plans by Kisumu county to improve water
transport-Jinja, Mwanza and Kisumu
5. Availability of cheap trained labour- English speaking, high spenders’ population
6. Improved infrastructure, roads, air transport- jambo jet, Kisumu international airport
7. Increased marketing activities of the circuit by tourism stakeholders and county
governments
8. Rebranding, restocking and promotion of parks- Ruma, Ndere and Impala
9. Nearest to Maasai Mara and the 2nd largest world fresh water Lake Victoria.
Where Gaps Exist
1. Unexploited beaches, lake cruise tourism potential, water sports and floating restaurants.
2. Accommodation – low bed capacity approximated at 1500 beds with demand
approximated to be more than double by 2015. The need for a large hotel with a capacity
of above 200 rooms/beds.
3. In MICE- large conference facilities with capacity above 1000 pax
4. Children an amusement/play park equipped with games/ family day out centre.
How to fill the existing gap?
An ideal project is one which will combine all the existing gaps in one hotel facility. Preferably a
high-end beach hotel with;
· 4-5 star rated
· A beach hotel with a ship/ferry- floating restaurants
· International marketing, national looking office at the capital city
· Targeting national and international market
 · Conference centre to be able to hold 1000pax and other several halls
· Children playing centre
· 200 above rooms/beds

Conclusion
Kisumu County government is to promote local culture by spearheading the revival of cultural
heritage through exposure, training and facilitation. Together with Siaya, Homa Bay and Migori
counties, Kisumu hosted a successful cultural event that became a hallmark of the county’s talent
display. This event will be rotated in the four counties.
With the rapid development of the M.I.C.E traveller markets globally, the development,
marketing and promotion of conference tourism in Kenya needs to be equally enhanced to bridge
competition from emerging destinations. In order to improve regional rankings, we need to
develop cohesive and symbiotic relationships with the market-side partners. Building bridges and
creating professional and respectful relationships within the meetings industry and with our key
meetings industry partners not only makes business sense, it makes common sense. Professional,
respectful and mutually beneficial relationships are what are lacking within the Kenya’s meeting
industry.
In this development, the county signed a Memorandum of Understanding with the Kenyatta
International Convention Centre for the promotion of MICE (Meetings, Incentives, Conferences,
Exhibition/Events) tourism in June 15, 2015. “Though the national government progresses are
slow, we believe that MICE will pick up to become one of the largest employer of the youth,”
said Ranguma while addressing journalists. MICE tourism is about economic development and
promotes professional and business development as well as empowering communities in terms of
economic enhancement and exposure. The memorandum is expected to benefit the county
through construction of a Convention Centre and promoting more meetings and conferences in
Kisumu.