ISSUE NO. 001 SEPT 2026
MICE INSIDER
Inside Nakuru's MICE POWERHOUSE Powered by
Inside: Nakuru MICE Roundtable
Opinion Article Kezy Mukiri
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EXCLUSIVE FEATURE Jeff Mukolwe The Encore Nakuru, General Manager
Congratulations on your appointment as the General Manager for The Encore Nakuru. So far, since the soft launch, how has the market response been? Thank you so much, Simon. It’s a pleasure. It’s interesting how the market has spoken much more about us than we’ve talked about ourselves. This project has been in the pipeline for the last 3 years, and now we’re rolling out the project team during this softopening phase as we conduct stress testing across all departments. We have actually hosted guests to experience the facility, including the Africa MICE Roundtable, who toured our convention facility, and based on their feedback, we can make a few adjustments. This is part of our 90-day soft opening to optimize our operations until the last weeks of September, when we shall officially launch the facility. What’s the hidden meaning behind The Encore? Interesting! When I met the Investors and asked the same question, we both aligned on what their vision was and what my understanding of the property should look like. The Encore is actually a French word, “l'Encore,” meaning more, so the idea behind it was to create excellence not just in the infrastructure but also in the service that we provide, so that the guest can also want more of the dining, meeting, accommodation, etc By Analyzing The Marketing Communication, The Encore is very aggressive in positioning MICE Business; why so? Simon, as you said earlier, Kenya has a target of 5 Million Visitors, and for us to achieve this, MICE is the key driver. There is a realization of where the numbers are; look at the construction of the Bomas International Convention Complex and the constant bidding for events in Kenya. Now, at The Encore, we have a large convention facility of 800 pax, the largest in Nakuru, pushing for large delegations, and we’re saying, where else if not Destination Nakuru? ISSUE NO. 001 SEPT 2026
Infrastructure remains one of the hurdles in tourism development. How is Nakuru infrastructure supporting the Industry? This is a good question: how do people get to the destination? The infrastructure function is both a national and county government mandate. Case in point, there is current expansion of the Rironi- Mau Summit Road, which will significantly cut the travel time for the traveller. There are also plans to expand the Nakuru Lanet Airstrip. But we are looking forward to partner airlines flying in guests to the airstrip, notwithstanding that we also have a helicopter landing site at the facility that can accommodate 7 Helicopters at a time. Jeff, you’re very synonymous with “Destination Diani.” Are we going to see a similar Initiative in Nakuru? A hotel does not make a destination; the destination is what supports a hotel. Destination Diani is a good case study that has been emulated by other destinations, and we saw a 600% increase in business through the support of the stakeholders. In Nakuru, we’re bringing in transformative leadership and a transformative way of thinking. First, what we did with my team was to map out over 135 key activities we can do in Nakuru and Scenic sites; I myself was even surprised that you can do Go-Karting. We did that because we want to engage with the Nakuru Tourism Board to activate the Destination Nakuru Campaign. We actually invited the Africa MICE Summit team to host the roundtable to kick off the conversation for promoting MICE in Nakuru. If you have a massive convention that requires 1,000 rooms, no facility can host that alone in Nakuru, but with collaboration with other facilities, we can achieve that effortlessly, which explains why we’re working together with key stakeholders to make this happen. This is the key transformative leadership we’re bringing in Nakuru.
Author: Simon Peter - MICE Analyst
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In your Opinion, will the delay of the Kenya Convention Bureau hinder the Nakuru Bidding Efforts? I started hearing about this Convention Bureau a few years ago during the stakeholder engagements. I think what’s key as an Industry is to push the National Government to operationalize it, because it has been in existence; the worry is that it’s not as active. In the background, we’re doing what we can to make this happen, and we actually had a conversation with Kenya Tourism Board (KTB), International Congress and Convention Association (ICCA), and Go Places on how best we can bid for Destination Nakuru. Yes, I do agree with you that the Convention Bureau needs to activate its mandate to position Kenya as a MICE Destination. What are some of the Green Initiatives The Encore is Undertaking? This is timely, as I just got invited to talk about Sustainability at the Hotel Expo in Nairobi. Sustainability is indeed non negotiable, for instance our check-in is paperless, we introduced a back-end system to eliminate paperwork, our meeting rooms are fitted with digital interactive screens eliminating the need for flipcharts, In terms of infrastructure we have solar power accounting for about 60%, also we have green spaces in our Outdoors with 1000 trees planted, we’re actively managing our food waste to ensure we provide what’s necessary and lastly we look forward to working with youth groups as part of our CSR to support their environment conservation efforts. Actually, We’re recycling our water within the facility, and we look forward to being audited in the coming days for an Eco-Rating. International hotel brands and management firms have been expanding aggressively across the Kenyan market. As an independent brand-owned and managed property, does that trend concern you? Can I make a guess? Will I be shocked when The Encore ventures into Franchising in the future?
Mmmh! Looks like someone has been eavesdropping on our boardroom conversations. It’s a bold move by the investors to go independent. Actually, they were also approached by international brands. I fully support the market expansion by International brands because they are opening Kenya to the outside world. They are actually setting the hospitality standards high for the other key players to catch up with. I fully support the investors' decision to go independent, since it shows other investors that we can do it ourselves, with Serena, Sarova, and Prideinn being some of the key successes of homegrown independent brands. The Encore Nakuru will remain independent but at the international level that the big boys are playing at. Confidentiality: There is a plan for the proposed expansion in the near future, but let’s see how it goes. Lastly, is it true that 5 Star Standards in Africa are not the same as in Europe? I don’t think there should be standardized criteria for 5-Star hotels, because each market is different. The classification criteria for the East African community are our own criteria that we abide by and agree with. The People in East Africa are more hospitable than in Europe, but that doesn’t mean it’s the criteria for 5-Star hotels. I'm not worried; I'm confident that Kenya and Africa can compete with international brands globally, like in Dubai. You’re very vocal when it comes to nightlife as part of the Destination Marketing Initiative. Hahaha! Now let me wear my Ugandan hut. As part of our Benchmark in promoting Destination Diani, we got a lot of enquiries about nightlife experiences, especially from Ugandan and Nigerian visitors, as it’s part of their culture. The Delegates can spend more because it extends tourism beyond daytime attractions, boosts local economies, enhances city image, and strengthens visitor loyalty.
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Can We Anticipate to see more of Encore in Key Industry Engagements? Yes, that’s for sure. We’re very intentional about putting our name out there, as it’s evident in our participation in the Africa MICE Expo by Sarit Expo Centre, Nakuru Tourism Fair & Expo, and we are on schedule for the Magical Kenya Travel Expo 2026, Essence of Africa, and the MICE Summit. We hope to see MICE Diary there too… That was very insightful. Give us a parting shot for our readers? I would like to invite the international market, as well as the regional markets and all the trade partners, to come and experience the facility to promote Magical Kenya. So, Karibuni and Asanteni sana; we look forward to more of these meaningful conversations. Thank you, Simon, for having us.
Thank you for hosting us at The Encore Nakuru, James.
James Mokaya The Encore Nakuru, MICE Lead
Absolute pleasure! First and foremost, thank you for accepting our invitation. Karibu at The Encore MICE Diary. Let me begin by saying this is a Locally Owned and managed property, one of its kind in the Region. We’re indeed a destination with 205 rooms, and 60-65% of the property is dedicated to MICE. Ideally, it’s a MICE Hotel with a capacity of 5000 delegates, both Indoor & Outdoor.
Nakuru is almost at the heart of Kenya, centrally positioned, with unique geological features like Lake Nakuru, Menengai Caldera, and Lord Egerton Castle. We’re definitely Uniquely Placed.
How is the Encore Nakuru Positioning itself as a MICE destination?
What’s the Push for Destination Nakuru having a Joint Marketing bid?
The location itself is very strategic. For the last 20 years, I have been purely a hotelier around the continent, and that’s the skill set I am bringing to position The Encore as a MICE Destination. In terms of The Encore, we have a Unique Ecosystem that’s only available here in Nakuru as opposed to Nairobi. The facilities' value proposition is in its people, Technology deployed, and customized experiences.
One of the things we have been missing out is the collaboration element and building the destination Nakuru is actually at the heart of The Encore’s strategy. The MICE Roundtable that was hosted in Nairobi was an eye Openner for us and we felt the need to start similar MICE Conversations here in Nakuru. To add on this, it’s not possible to host large delegations without collaboration from nearby facilities due to capacity limitation but with joint bids we’re able to build our capacity to host even more that 2000 Delegates.
What Makes Destination Nakuru an Ideal MICE Destination?
ISSUE NO. 001 SEPT 2026
Author: Simon Peter - MICE Analyst
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MICE Stakeholders Posing for a group photo during the AMS Roundtable at The Encore Nakuru on 7th Augustv 2026
The ENCORE Nakuru and AMS Roundtable Advances MICE Mashinani Initiative On 7th August 2026 – Nakuru, Kenya The Encore Hotel and Africa MICE Summit (AMS) hosted the MICE Investor & Stakeholders roundtable in a bid to promote Nakuru as a MICE Destination following the successful MICE Mashinani initiative by Kenya International Convention Center Spearheaded by CEO CPA James Mwaura. The homegrown kenyan Independent Brand Encore Nakuru led by the Swiss Hotel Management School Alumni Geoffrey Mukolwe and MICE Advocate Kezy Mukiri, who doubles as a the Africa MICE Convener brought together over 200 delegates from Government, Private sector, Association, Academia and NGO. The 5 Billion Premium facility located between Lake Nakuru National Park and MenengaI Caldera is the largest convention center in Riftvalley Region with a seating capacity of 800 Seater ballroom. The investment is timely, as Kenya focuses on promoting MICE tourism & embedding it in its National Tourism Strategy 2025-2030, as independent hotels are taking shape amid aggressive international acquisition and franchising of local hotels. The Roundtable charted a successful roadmap for the decentralisation and strategic growth of MICE beyond Nairobi and Mombasa. Some of the key deliberations from the roundtable were as follows: A dedicated Nakuru Bid Desk anchored by the Nakuru Tourism Board, A ring-Fenced marketing fund by the Nakuru County Government, A Shared Destination Nakuru Carlendar to avoid fragmentation, Event Facilitation/Subvention Fund by the Goverment, Improved public infrastructure and Strong collaboration among the tourism stakeholders. As the preparation of the Africa MICE Summit continues, The recommendations from the Nakuru Roundtable will contribute to the Agenda of the actual Summit set for 1 -2nd October 2026 at the New Tembo International Convention Center in Mombasa, Kenya. The AMS cited that it’s committed to providing year-round platforms that foster dialogue, research, professional development and strategic partnerships to advance Africa’s MICE industry. ISSUE NO. 001 SEPT 2026
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About the Author Kezy Mukiri
Kezy Mukiri is the Founder of Africa MICE Hub and Convener of the Africa MICE Summit and Awards. Africa MICE Hub is Africa’s leading MICE intelligence platform, connecting and strengthening the continent’s MICE ecosystem through publications, research reports, industry directories and academic initiatives, with a mission to advance the MICE industry across Africa.
MICE Delegates posing for a group photo during the 8th Africa MICE Summit 2025, at the KICC, Nairobi on October 2025
From Aspirations to Action: Moving Africa’s MICE Share Beyond 2% Imagine taking a flight to a destination, not for a vacation, but for a business event. Upon arrival, you meet people from different destinations, industries and cultures. In one room, startups are pitching to investors. Yet, in another room, government representatives are discussing trade opportunities. On the exhibition floor, businesses are discovering new markets and forming partnerships. You attend a panel discussion and leave with insights that could transform your business. Over lunch, you meet a local who tells you about an excursion you can explore after the event. Such is the power of MICE. That is the acronym for Meetings, Incentives, Conferences and Exhibitions. A multibillion-dollar industry that sits at the intersection of business and tourism, MICE brings together people, ideas and investment while driving demand for hotels, restaurants, transport, entertainment and other local services. It extends the value of tourism beyond leisure travel, as delegates and business travelers often spend more, stay longer and generate opportunities for repeat visits. In turn, the economic activity generated by MICE creates jobs, grows local businesses, attracts investment and strengthens the global profile of destinations. When strategically developed, MICE and tourism become mutually-reinforcing engines of economic growth, transforming destinations into vibrant hubs for business, innovation, trade and leisure. For a resident of Naivasha in Kenya, MICE could mean conference menus supplied by local horticultural and dairy producers, excursions run by local guides, accommodation booked outside peak leisure periods, and new business for tent, décor, transport and audiovisual companies. For a resident of Ndola, Zambia, it could mean a mining, manufacturing or logistics exhibition connecting local firms to buyers, investors, engineers and technical partners. ISSUE NO. 001 SEPT 2026
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There are many other possibilities. The benefits can extend to anyone - from ordinary residents, captains of industry and government officials. In Accra and Lagos for instance, MICE can be built around heritage while strengthening the nations role as west Africa’s commercial and conference hubs; in Addis Ababa, it could mean opportunities from conferences hosted around the African Union, UNECA and other international institutions. Sector specific events on energy and trade could thrive in cities like Luanda and Windhoek; Cairo in Egypt could leverage its large business market, historic attractions, and established conference while Seychelles and Mauritius combine their strong leisure-tourism appeal as island countries for highend incentive travel, corporate retreats and international meetings. The ordinary resident, therefore, is not a spectator to MICE. They are already living through its economic effects. What needs to change is the intentionality with which Africa grows the sector, moving beyond benefiting economically from individual events to building continental partnerships and collaborations that use business events to facilitate trade, investment and long-term economic empowerment. Despite this potential, Africa still captures only a small share of the global business events economy. The Events Industry Council’s global study estimated Africa’s share at approximately 2% of global direct business-events spending and direct GDP. This is equivalent to about 5% of global participants. According to most-recent ICCA data, Africa accounted for a Suboptimal 4% of international and regional association meetings held in 2025. This is a small improvement. However, the latest numbers show that Africa still straggles well behind Asia-Pacific at 22%. Europe, at 53%, is a global industry leader by far. Building on the aspiration to advance the industry will require more strategic initiatives. This means moving from fragmented destination marketing to stronger continental collaboration. It also means investing in convention infrastructure, air connectivity and digital capabilities; strengthening convention bureaux and bidding expertise; developing homegrown MICE technology and professional talent; and using better industry data to identify and pursue opportunities. Further, actualizing the strategic initiatives means becoming more deliberate about the economic value of business events. Globally, business events accounted for more than US$1.15 trillion in direct spending, supported 10.9 million direct jobs and generated US$662.6 billion in direct GDP in 2023, according to the Events Industry Council. Africa cannot afford to view business events merely as an opportunity to attract visitors. It must view MICE as an economic development tool. There are already African examples showing what is possible. Cape Town remains a continental benchmark. According to the ICCA GlobeWatch 2025 Business Analytics Report, Cape Town hosted 55 qualifying international association meetings in 2024, retaining its position as Africa’s leading city in that ranking. The Western Cape Convention Bureau also secured 30 high-impact business-event bids in the last financial year, representing an estimated R683 million injection into the regional economy. That is an equivalent of US$11 million from this sector.
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Nairobi offers a different advantage. The city stands out for combining international connectivity, a concentration of diplomatic and development institutions, a strong corporate base, purpose-built MICE facilities and proximity to wildlife and other leisure experiences. Nairobi’s opportunity therefore lies in turning an established international reputation into wider economic opportunities for Kenyan suppliers, businesses and neighboring counties. At the heart of Kenya’s ambition is the Africa MICE Summit, an annual learning and networking event dedicated to advancing the MICE industry in Africa. This year’s edition of the summit will take place in Mombasa from 1st – 2nd October 2026. Coastal cities like Mombasa offer another proposition: the ability to combine business events with a distinctive coastal experience. The 2026 Our Ocean Conference, held from 16–18 June, was the first edition hosted on African soil. Its programme went beyond high-level plenaries to include exhibitions, community and cultural events, a youth leadership summit, a business and investment forum and a research symposium. It demonstrated how an event can connect its formal agenda with the identity, communities and economic priorities of its host destination. Varun Arora, the Chief Operating Officer of Tembo International Convention Centre, the venue that hosted this year’s Our Ocean Conference, recalls proudly the sight of world leaders exploring Mombasa beach, walking barefoot in the sand after the conference ended. Kigali, meanwhile, demonstrates the value of disciplined destination management. The city’s investment in the Kigali Convention Centre and reputation for efficient hosting have helped it attract major continental gatherings. This year the venue will host he Africa Food Systems Forum 2026 from August 31 to September 4, 2026. Further, the forthcoming AHAIC 2027, scheduled for 28 February–3 March 2027 strengthens the continent’s ability to host large scale international events. These examples point to a bigger opportunity. In particular, Africa should deliberately invest in signature events with local ownership, predictable calendars and measurable community benefits. The objective should not simply be to fill hotel rooms and convention halls, but to use events to market African expertise, strengthen local businesses, stimulate investment, build professional networks and create opportunities that continue long after delegates have departed. Africa should certainly pursue more international conferences. But its MICE ambition must mature from a numbers game into a value game. The winning destination of the next decade will not necessarily be the city with the largest ballroom. It will be the destination that can demonstrate, credibly and transparently, that a meeting improved local business, strengthened African expertise, created meaningful connections, reduced avoidable environmental costs and left behind relationships that outlast the event. So, when residents of an African destination hear that their town or city has been selected to host an international conference, the first question should not be, “How many delegates are coming?” Instead, it should be: “What value will this event bring to our town?” That is the question Africa must answer if it is to move its MICE share beyond 2%.
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We The Encore Hotel are located in Nakuru City about 160KM from the capital city of kenya, Nairobi 1.5KM from Nakuru CBD, 200m off Nairobi - Nakuru highway along Thingira-Wairegi Road. We are uniquely located between Lake Nakuru National Park and the Menengai Caldera. The Encore Hotel Offers an Unparalleled venue portfolio for gatherings of any scale, from high-level exceutive meetings to grand celebrations. Backed by dedicated event specialists and tailored catering options, every event is delivered with seamless precision and exceptional services
5 Unique Dining & Bar Experiences
205 Rooms & Suites
Suki Wellness
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Ela - All Day Dining Yatta Garden - Alfresco Dining Le Coeur - Fine Dining Velour - Coffe, Patisserie, Wine Samburu - Sport Bar
171 Deluxe Room - 31sqm 28 Superior Deluxe - 46sqm 5 State Suites - 56sqm 1 Presidential Suite - 164sqm
MICE Facilities • • • •
Deluxe Baordrooms - 19 Executive boardrooms Main Event Garden - 2730sqm Grand Ballroom - 800 Seater Video Conferencing Pods and VIP Boardroom Lounge
Contact +254 709 700 700 enquiries@theencorehotel.com www.theencorehotel.com
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