Leveraging nation branding opportunities through mega events has become a strategy for enhancing nation brands because they attract investments, tourism and trade and Kenya is leading the way in Africa in this regard.
Kenya is on course in enhancing foreign trade relations by hosting the 6th Tokyo International Conference on African Development (TICAD VI), a key investment forum that will also boost tourism. This is the first time that the TICAD conference is held on the African soil. The conference is expected to attract Presidents from numerous African countries and the global leadership of key international development organizations such as International Monetary Fund (IMF), World Bank and United Nations (UN) organizations. In addition to TICAD, World leaders will converge in Nairobi for the 14th quadrennial conference on the United Nations Conference on Trade and Development (UNCTAD 14), which is taking place this July.
The conference will provide another unique business opportunity for Kenya because it runs concurrently with the World Investment Forum and the Global Commodities Forum.
Among other top events include: Water and electricity power Expo, East Africa Oil and gas summit, The 2017 IAAF World Youth Championships among others. It is this image and identity which Kenya must leverage for competitive advantage and differentiation on the global stage. The positive effect of the events will last long into the future.
Hosting the global events successfully reaffirms Kenya’s capability and competence on the global platform. Specifically, UNCTAD and TICAD present huge commercial and media opportunities which raise and create value for the country.
Through these events several trade agreements of high economic value to the country will be committed towards
development of infrastructure, health, education and manufacturing among other key sectors. The events will further attract over 20,000 delegates who will greatly support the promotion of the tourism in the country with over 180 hotels within and around Nairobi being residence to the delegates.
There will also be a boost in the economy with the promotion of local businesses as the visitors get to experience what the country has to offer. Delegates visiting Kenya will not only have an opportunity to make great investment deals but also to experience the country in all its beauty.
The discussions for these two conferences will be centered upon the global development agenda with TICAD VI focusing on infrastructure, health and agriculture. Kenya will be positioned as Africa’s leader in the implementation of The Sustainable Development Goals in line with the UNCTAD 14 theme “from decisions to actions”.
Kenya is today ranked the 4th largest economy in Sub-Saharan Africa with a GDP in excess of US$60 billion.
A report by Londonbased Brand Finance, a leading independent brand valuation and strategy consultancy, Kenya’s nation brand value in 2015 increased by a whopping 43 per cent to $31Billion, compared with $22Billion, the previous year.
This ranking is an important milestone for Kenya in her quest to build an independent and distinct nation brand.
The successful bid to host the TICAD and UNCTAD is a vote of confidence for Kenya. Kenya is truly Africa’s rising star and the natural choice for investment, trade, tourism