As traditional beach holidays face growing competition, exhibitions and business events are increasingly becoming a major pillar of tourism in Mombasa, with industry players saying the shift is attracting more visitors, creating new investment opportunities and sustaining businesses beyond the conventional holiday seasons.
The trend was evident over the weekend as the fourth edition of the Firi Festival and Business Expo brought together exhibitors, entrepreneurs, investors and cultural groups from across the country, with participants travelling from Nairobi, Kisumu and other regions to showcase products, network and celebrate Somali heritage.
Organisers said between 40 and 50 tourists and participants travelled to Mombasa specifically for the two-day event, which was held in partnership with the Mombasa County Government and other business organisations.
This year's festival placed special emphasis on empowering women and young entrepreneurs through business exhibitions and cultural exchanges.
Mombasa Governor Abdulswamad Nassir said exhibition and conference tourism is rapidly transforming the county's tourism landscape. (Farhiya Hussein)
Speaking during the Firi Festival gala dinner event on Saturday, Mombasa Governor Abdulswamad Nassir said exhibition and conference tourism is rapidly transforming the county's tourism landscape.
"Exhibition tourism is becoming the new thing, not only in Mombasa. Traditional tourism is taking a downward trend, while what is picking up now is Meetings, Incentives, Conferences and Exhibitions (MICE) tourism," he said.
"We have what it takes. We are putting up the necessary facilities and selling Mombasa as more than a beach destination. When people attend conferences and exhibitions, they spend money on accommodation, transport, restaurants and other services. That is already happening," he added.
The governor also praised the Somali community for its contribution to trade and investment, describing it as one of the county's strongest economic pillars.
"We should never be apologetic about who we are. The Somali community is industrious and business-minded. They have demonstrated that people from different backgrounds can work together and prosper. There is enough opportunity for everyone if we work together," he said.
County Executive Committee Member for Tourism, Mohamed Osman, said Mombasa was repositioning itself as a destination offering cultural and business experiences rather than relying solely on beach tourism.
"The national target is to attract 5.5 million tourists by 2027, and that cannot be achieved without the right strategy. We must market Mombasa as a county that offers authentic experiences through culture, exhibitions and business opportunities," Mohamed said.
Traders showcase their products at Firi Festival and Business Expo in Mombasa. (Farhiya Hussein)
He added that the county government would continue supporting festivals and expos because they promote cultural diversity while attracting investors.
"I also thank the Somali business community for making Mombasa vibrant. Investors continue coming because they recognise that the county provides a conducive business environment, and through the tourism department, we will continue working together."
Among the exhibitors was clothing entrepreneur Amina Abdullahi, who showcased locally made fashion products.
"Events like this help us meet customers we would never reach through our shops alone. I have received orders from hotels and retailers after just one day. It is proof that exhibitions are opening new markets for small businesses," she said.
Business investor Mohamed Ali, who attended to explore partnership opportunities in the hospitality sector, said exhibitions provide a platform for investors to assess the local market.
"I came to Mombasa because these events bring entrepreneurs, government officials and investors into one place. It makes it easier to identify opportunities, especially in tourism and real estate. This is the direction many cities are taking," he said.
Stakeholders at the Firi Festival and Business Expo in Mombasa. (Farhiya Hussein)
Meanwhile, food vendor Beatrice Njoroge, who operated a stall during the festival, said the increased visitor numbers translated into higher earnings.
"Normally, business is slower during weekends outside the holiday season, but this event brought many people. I sold almost everything before the afternoon. If Mombasa hosts more exhibitions like this, many small traders will benefit," she said.
Nominated MCA Hamida Noor congratulated the organisers, saying the Somali community had made significant contributions to business, education and public service in the county.
She urged residents to strengthen their participation in local leadership and continue supporting initiatives that promote economic growth.
The chairman of the Somali community, Abdo Bahajj, said the festival aimed to preserve Somali history while highlighting the community's entrepreneurial heritage.
"Our young generation needs to understand where we have come from. Somali culture and business have always gone hand in hand. Today, Somalis are doing business across Africa and the world while excelling in many professions. We want to celebrate that heritage while creating opportunities for the next generation," he said.
Tourism stakeholders say the growing number of exhibitions, conferences and cultural festivals is helping diversify Mombasa's visitor economy, reducing dependence on seasonal beach tourism and positioning the coastal city as an emerging hub for business and cultural tourism throughout the year.
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