The Kenya Tourism Board (KTB) is seizing the opportunity presented by the recently-launched direct flights between Mombasa and Dubai to tap into the growing Middle East market and enhance inbound tourism to Kenya.
The Middle East market has shown remarkable growth potential, with a 20% increase in arrivals from January to March 2023 compared to the same period last year. In total, 4,070 visitors arrived, up from 3,328. Building on this positive trend, the KTB aims to further expand the Middle East market by an ambitious 30% by June 2024. This goal will be achieved through strategic partnerships with Kenya Airways, travel agents, and private sector stakeholders.
Victor Shitakha, Director of the KTB, explained the rationale behind focusing on the Middle East market, stating, “The Middle East market holds significant potential for the tourism sector. It is a high-spending market, and Kenya’s close proximity, with just a five-hour flight duration, makes it easily accessible. Furthermore, Kenya Airways operates four direct flights per week between Dubai and Mombasa, ensuring convenient and seamless travel experiences.”
Shitakha also emphasized the alignment of Kenya’s tourism offerings with the preferences of Middle Eastern travellers, including leisure-city breaks, adventure, wildlife and safari, business, and visiting friends and relatives. He added, “KTB values its partnerships with travel agencies and is committed to exploring further avenues for growth and development in the Middle East market. Together with industry stakeholders, our aim is to position Kenya as the ultimate destination of choice for travelers from the Middle East and beyond, showcasing the country’s unparalleled hospitality and diverse tourism products.”
These statements were made during a familiarization trip organized by KTB in partnership with Kenya Airways, where a group of travel agents from the Middle East visited Kenya’s coastal region. The trip aimed to showcase the wide range of attractions and experiences available in Kenya, positioning it as the ultimate travel destination for Middle Eastern travellers.
This initiative is a direct response to the increased demand for leisure travel on the newly launched Dubai-Mombasa direct flight route. During the familiarization trip, the travel agents explored fascinating destinations such as Amboseli, Tsavo West and East National Parks, Taita, Malindi, Watamu, and Diani.
Peninah Nyokabi, Kenya Airways Sales Executive, acknowledged the growing demand for travel to the coastal region by the Middle East market, saying, “With the introduction of direct flights to Mombasa, we are confident that it will significantly boost travel into these destinations. The familiarization trip was designed to enhance the knowledge of travel agents about the stunning attractions and experiences available in Mombasa and Tsavo. This firsthand experience will enable them to better showcase and sell the unique offerings of these regions to their clients.”
Swapna Shabeer, a travel agent from Dubai-based Xperienz Travel and Holidays, expressed delight in experiencing the beauty and hospitality of Kenya, stating, “The diverse landscapes, incredible wildlife, and warm culture have left an indelible mark on our hearts. Kenya has undoubtedly earned its place as a top destination on our travel bucket list. We look forward to sharing our unforgettable experiences with our clients and encouraging more travellers from the Middle East to explore the wonders of Magical Kenya. We will be working closely with KTB to come up with exciting packages that we will offer to our clients.”
As part of its strategy, KTB emphasizes the importance of collaboration between Kenyan tour operators and their Middle-Eastern counterparts in creating exciting packages across all market segments. The development of Kenya’s distribution channels through solid and effective partnerships, exemplified by the successful familiarization trip, will enhance the awareness of the Magical Kenya brand and drive increased sales conversions during prime travel periods.
Voice of Tourism and Travel
