Embracing The “New Normal, New Thinking, New Rules” At The KATA Annual Convention 2023

Addressing Challenges And Seizing Opportunities: Insights From The KATA Annual Convention

The Kenya Association of Travel Agents (KATA) successfully concluded its highly anticipated annual event on Tuesday, June 20, 2023. Held at the enchanting Enashipai Resort and Spa in Naivasha, the convention brought together over 250 distinguished participants, including travel industry leaders, government officials, and stakeholders from around the world. Themed “New Normal, New Thinking, New Rules,” the two-day event aimed to address the challenges faced by the travel industry and foster collaboration and innovation among industry players.

As the world gradually emerges from the grip of the COVID-19 pandemic, the convention served as a platform to discuss the “new normal” that has reshaped the travel industry over the past two years. This year marked a significant milestone as the industry experienced a return to pre-pandemic levels of operation, highlighting the pent-up demand for air travel. However, despite this positive development, the industry continues to grapple with challenges stemming from the global economy, high fuel prices, inflationary pressures, a shortage of USD forex exchange, and the adverse effects of climate change-induced drought.

Ms. Agnes Mucuha, Chief Executive Officer of KATA, stressed the importance of embracing digital channels, such as e-commerce stores and online booking engines, as the driving force behind travel purchases in the new era. This recognition of digital transformation as a crucial aspect of the industry’s recovery showcases KATA’s commitment to adapt and stay relevant in a rapidly changing landscape.

CS Ministry of Tourism, Wildlife and Heritage, Hon. Peninah Malonza,  Outgoing KATA Chairperson  Ms. Shazmin Manji and CEO KATA Agnes Mucuha

The convention was officially inaugurated by Hon. Peninah Malonza, Cabinet Secretary of the Ministry of Tourism, Wildlife, and Heritage. In her opening address, Hon. Malonza commended KATA for its unwavering commitment and active initiatives in spearheading the recovery of the travel industry in Kenya. She emphasized the significance of collaboration and partnerships to adapt to the “new normal” and ensure the safety and well-being of visitors and citizens alike.

Hon. Malonza highlighted the influential role of the travel industry in the tourism sector and emphasized the need for concerted efforts between the government, travel agents, airlines, and stakeholders to restore travelers’ confidence. She acknowledged KATA’s collaboration with airline stakeholders and stressed the importance of solidarity with the Kenya Tourism Board to effectively market destination Kenya worldwide.

The 2023 Annual Convention received substantial support from industry giants such as Qatar Airways, Visa Inc, Kenya Airways, South African Tourism, and many others. This widespread support demonstrates the recognition of KATA’s convention as the premier gathering in the Kenyan travel industry, fostering collaboration and partnerships among industry leaders.

In conclusion, the KATA Annual Convention 2023 proved to be a significant event for the travel industry in Kenya. The discussions and deliberations centered on embracing the “new normal” and finding innovative solutions to challenges faced by the industry. With the government’s commitment to supporting travel agents and tour operators, as highlighted by Hon. Malonza, the convention has set the stage for a united effort to promote Kenya as a must-visit destination and showcase the country’s abundant tourism potential to the world.

Various Stakeholders at the KATA Annual Convention



The Kenya Association of Travel Agents (KATA) is a prominent organization that represents the interests of travel agents in Kenya. With a commitment to promoting excellence and professionalism in the travel industry, KATA plays a pivotal role in shaping the future of travel and aviation in Africa. Through collaborative efforts, KATA aims to enhance the industry’s
resilience, sustainability, and growth. For more information, visit www.katakenya.org


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