Mombasa, Kenya, is actively seeking to become a leading tourism destination in Africa, particularly within the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. This push aligns with Kenya’s National Tourism Strategy 2025-2030, which aims to capture 30-35% of the African MICE market by 2030, anticipating over 1.5 million delegates. Local tourism establishments in Mombasa are responding by diversifying services and increasing conference facilities to accommodate anticipated growth. Investors are increasingly interested in the region, recognizing the potential for significant returns. The strategy focuses on attracting large-scale events and business travelers, boosting the local economy. This initiative represents a strategic effort to move beyond traditional tourism models and establish Mombasa as a hub for business and events in East Africa.