OPINION: Bomas overhaul helps it venture into the $19 Billion Indoor Sportainment & Live Events industry

As construction of the Bomas International Convention Complex (BICC) gathers pace, brick by brick redrawing Nairobi’s Ngong Road skyline, a bigger opportunity is coming into focus.

One that stretches far beyond traditional Meetings, Incentives, Conferences and Exhibitions (MICE).

The Ksh.41.9 billion complex, expected to be completed in May, has the potential to position Kenya to tap into the rapidly expanding global indoor sportainment and live events market, currently valued at $19 billion.

According to HTF Market Intelligence, the global market is growing at a compound annual growth rate (CAGR) of 6.8 per cent and is projected to hit $33.8 billion by 2033. Industry experts say BICC’s design and scale could enable Kenya to claim a share of this lucrative market, yielding greater economic gains.

At the heart of the new facility will be a convention area with an expandable seating capacity of 8000 people, a feature poised to redefine not only Nairobi’s but Africa’s events landscape.

By adopting modular architectural design for its interior layout, the space can be converted into a multi-purpose, state-of-the-art indoor arena capable of hosting signature indoor sports events, concerts, and large-scale corporate summits under one roof.

The integration of retractable seating, advanced lighting, acoustics, video technology, and replaceable flooring systems would provide the venue with year-round flexibility.

This adaptability would enable BICC to serve diverse customer segments and accommodate dynamic audience requirements, consequently enhancing revenue streams and boosting business competitiveness.

Once operational, the venue could attract high-profile global shows and festivals such as world-class boxing bouts, UFC showcases, WWE productions, international eSports tournaments, and A-list music concerts, events that have traditionally bypassed Kenya due to infrastructure limitations.

Regional competition, however, is intensifying. Rwanda’s $104 million BK Arena has already demonstrated what a modern multi-purpose venue can achieve. The arena has hosted the NBA Basketball Africa League Finals, the 73rd FIFA Congress, the FIA General Assembly, and a sold-out concert by Kendrick Lamar, alongside high-level conferences.

Across the continent, countries are racing to build similar convertible venues.

Nigeria’s newly built $100 million Lagos Arena and Tanzania’s planned $172 million entertainment arena signal a continental shift toward infrastructure that blends sports, entertainment, and business tourism.

Other notable multi-event venues include Senegal’s Dakar Arena, Tunisia’s Salle Omnisports de Rades, South Africa’s Ellis Park Arena and Malawi’s Bingu International Conference Centre.

Analysts say BICC’s transformation into a fully convertible arena could ignite Kenya’s creative economy, retail sector, hospitality, and tourism industry.

Large-scale events typically stimulate local supply chains, from hotels and transport providers to event production technical crews and security firms, creating numerous employment and entrepreneurial opportunities.

Additionally, it would open the country to increased private and foreign direct investments in a similar fashion to countries in the Middle East that have successfully modelled their economies around sports, entertainment, and festivals.

These experiences are rapidly emerging as core pillars of economic diversification in the region.

In Dubai alone, the sportainment events and festivals contribute over $2.5 billion annually to the local economy.

Early signals of demand are already emerging. Pre-bookings such as the May 2026 France-Africa Summit point to the BICC’s already growing appeal to international event organisers.

If strategically positioned, BICC could become more than a conference and exhibition facility. It would mark Kenya’s entry into the lucrative global sportainment experiences market, one where sports, entertainment, and business converge to drive economic growth.

Kamau Gakure is the Media & Partnerships Director, Leavamark Group