Event report

French Week Day 3: Trade, Creativity & Tourism

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Trade, Tourism & Culture took center stage as Othmane CHAOUI, Vice President of the FCCK, opened the day by reaffirming the role of cross-cultural collaboration in strengthening France–Kenya relations.

Ms. Regina Ombam, PS for Trade, officially opened the day, emphasizing Kenya’s commitment to supporting French investors and expanding trade opportunities.

Panel 1 – Accelerating Trade & Investment
Moderated by Othmane Chaoui
John Mwendwa, OGW Mwenda (Kenya Investment Authority (InvestKenya)) outlined Kenya’s focus on an enabling business environment, spotlighting agriculture and tourism as high-potential sectors.
FCPA Edna Gitachu (PwC Kenya) detailed the firm’s role in shaping policy through public participation—especially around tax frameworks.
Robert Munene Kiarie (Business France) encouraged deeper partnerships between Kenyan and French companies.
Ramzi Ajami (Bpifrance ) emphasized financing innovation, supporting agribusiness and manufacturing, to manage risks like currency volatility.

Panel 2 – Success Stories: Driving Trade & Job Creation
Moderated by Luisa H. Cetina Cetina, VP FCC
Michel Pilot shared lessons on investing with a long-term view and building strong, values-aligned partnerships across borders.
Jean Guyonnet-Dupérat highlighted the importance of regulatory stability for investor confidence and sustainable scalability.
Carole Kariuki underscored the private sector’s role in addressing systemic challenges—including corruption—to create a healthier business environment.
Panel 3 – Tourism & Culture as Drivers of Growth
Rehema Ibrahim - ACIM, Kenya Airways—showcased how the airline is collaborating with influencers, filmmakers, and event creators to tell Kenya’s story.
Timothy Owase emphasized the creative economy’s role as a cross-sector growth engine.
Muthoni Ndonga pointed to Rwanda’s cultural infrastructure as a benchmark, advocating for investment in creative spaces.
Fabio Gonsalves highlighted its commitment to supporting artists through access and hospitality partnerships.

Workshop sessions:
Sustainable Tourism took a deep dive into how sustainability is reshaping travel models and defining the future of tourism in Kenya.
A masterclass on adapting global brand identities to local culture to build relevance and resonance delivered by Nicy Aluoch Owino ACIM, L'Oréal
An insider look at how investors assess risk, opportunity, and credibility in emerging markets delivered by AMARENTE and Securex Agencies Ltd

Day 3 delivered real clarity on how trade, tourism, and culture can collectively power East Africa’s next chapter.
A strong finish to a week built on partnership, innovation, and shared prosperity!