KTB And MKSE Redefine Kenya’s Travel Landscape

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Beyond Safari’s, The New Face Of Kenyan Tourism

Friday, 26th April 2024 -In a recent engagement meeting held in Nairobi, the Kenya Tourism Board (KTB) unveiled an ambitious vision: to attract 3 million tourists to Kenya by the end of 2024. The occasion was graced by the affiliates of the Magical Kenya Signatures Program (MKSE), a constellation of curated travel experiences that epitomize Kenya’s Unique Selling Proposition (USP).

(R-L) KTB Chairman Francis Gichaba in discussion with the CEO KTB June Chepkemei and Scolar Muthamia from Nairobi street Kitchen during an engagement meeting for affiliates of the Magical Kenya Signatures Program (MKSE)

KTB Chairman, Francis Gichaba, lauded the private sector’s pivotal role in shaping Kenya’s tourism landscape. Beyond classic wildlife safaris and sun-kissed beaches, the private sector has been the catalyst for growth in new travel segments. In 2023, holiday travel accounted for a staggering 45 percent of foreign tourists’ choice to explore Kenya. The MKSE program, which began with a modest collection of 15 unique experiences, has now blossomed to an impressive 61 diverse offerings.

These MKSE affiliates have breathed life into Kenya’s hidden gems, revealing the country’s soul beyond Africa. KTB CEOJune Chepkemei, emphasized the evolution of Kenya’s tourism model. No longer confined to safari-centric escapades, Kenya now beckons as a holistic, experiential destination. Cultural tourism, ecotourism, and adventure travel are the new stars on Kenya’s map.

With most signature experiences nestled outside traditional tourism circuits, the affiliates were urged to work with the board in targeted destination marketing towards key and emerging source markets such that these hidden gems become widely known in every corner of the country. KTB’s CEO and Chairman made remarks against the backdrop of a notable rise in tourism arrivals, with data indicating an increase from 1,483,752 arrivals in 2022 to 1,951,185 in 2023, a growth of 31.5%.

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