Kenya Courts North America’s Top Travel Advisors To Drive 28% Visitor Growth

KTB’s West Coast Roadshow Strengthens Ties With US Travel Professionals To Boost Arrivals From USA And Canada In 2025/26

Kenya is taking bold steps to grow its North American tourism market, aiming for an ambitious 28% increase in visitor arrivals from the USA and Canada in the 2025/26 financial year. Spearheading this strategy is the Kenya Tourism Board (KTB), which recently concluded a high-impact West Coast Roadshow from May 27–29, 2025, engaging directly with influential travel advisors in Los Angeles, San Diego, and San Francisco.

KTB’s goal is clear: increase arrivals from the USA from 386,059 to 493,779 and from Canada from 50,789 to 64,960 by leveraging the power of professional travel advisors.

“Professional travel advisors are a big cornerstone of success in tourism marketing and promotion,” said KTB CEO June Chepkemei. “Their ability to craft personalized experiences that align with Kenya’s diverse tourism offerings is invaluable as we work toward our ambitious growth targets.”

The roadshow brought together 20 Kenyan trade partners, offering a vibrant platform to showcase Kenya’s rich and diverse tourism portfolio, from thrilling safaris and cultural immersions to conservation efforts, wellness getaways, and stunning coastal escapes.

Face-to-Face for Future Growth

Travel advisors praised the hands-on interactions and deep-dive sessions. Hope Smith of Born to Travel (a Virtuoso affiliate) emphasized how the personal connections built with Kenyan tour operators enhance her ability to sell the destination.

“It’s great to meet suppliers with different price points and offerings, we walk away better equipped to match Kenya’s experiences to our clients’ unique desires,” she shared.

Adventure and Authenticity in Demand

Experiential travel remains top of mind for North American clients. Katie Hunter, a board member of the Association for the Promotion of Tourism to Africa (APTA) in San Diego, noted that adventure and authentic cultural experiences are top sellers, and areas where Kenya already shines.

Advisors also expressed growing interest in Kenya’s conservation efforts, sustainability practices, and new developments in tourism offerings. Many called for more platforms for engagement, such as expanded roadshows in the U.S. and participation in Kenyan travel fairs like the Magical Kenya Travel Expo (MKTE).

Learning Goes Both Ways

The roadshow was equally valuable for Kenyan operators. Andrew Kitema, Co-Managing Owner of African Adventure Specialists, highlighted how the exchange of insights enhances both product development and market understanding.

“Advisors here are well-informed and eager to learn more. We’ve trained them on Kenya’s offerings and, in turn, gained rich feedback on what North American travelers are looking for,” said Kitema.

Promoting Kenya’s “Real Deal” Identity

The West Coast engagement reinforced Kenya’s “Real Deal” brand, authentic, diverse, and unforgettable. The initiative also spotlighted airline connectivity, equipping advisors with practical knowledge on how their clients can access Kenya from key West Coast gateways.

As KTB continues to build strategic partnerships across North America, this focused approach promises to position Kenya not just as a bucket-list destination, but as a top-of-mind choice for travellers seeking transformative, meaningful adventures in Africa.

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