Kenya’s Tourism Triumph, KTB Boosts West African Connections For Soaring Arrivals
Nairobi, February 2, 2024 – In a strategic move to elevate tourism numbers, Kenya Tourism Board (KTB) has set its sights on West Africa, aiming to lure business and leisure travelers from the region. Ag. CEO John Chirchir emphasized the pivotal role West Africa plays in diversifying Kenya’s tourist source markets, marking a milestone in the country’s destination portfolio expansion.
During a meeting heralding the commencement of a series of roadshows in Nigeria and Ghana, Chirchir revealed the impressive growth of 6% and 48% in tourist arrivals from Nigeria and Ghana, respectively, in 2023. Both nations now stand as key potential markets in Africa.
KTB, in collaboration with Kenya Airways and over 15 travel trade companies, is spearheading in-market activations from February 5th to 9th, 2024, across Lagos, Abuja, and Acra. This initiative is anticipated to engage more than 400 trade partners, fostering connections and promoting Kenya as a prime tourist destination.
“With around 1.4 billion people, Africa stands as one of the biggest source markets for trade, business, and tourism. We are starting off with West Africa, targeting emerging markets in Acra, Lagos, and Abuja,” stated Chirchir during the activation. He highlighted the potential for fruitful engagements between Kenyan trade representatives and potential travelers.
Chirchir underscored the ease of travel between African cities, supported by regular direct Kenya Airways (KQ) flights and connectivity through other airlines. The recently eased travel restrictions and the Electronic Travel Authorization further simplify access to Kenya, setting the stage for heightened outbound leisure and business travel from Nigeria, Ghana, and other African nations.
Consaga Khisa, Chairperson of the West Africa Roadshow, emphasized the integral role of partnerships between KTB and the private sector in enhancing tourism arrivals. The roadshows provide a platform for Kenyan trade to connect with West African travel agents and tour operators, showcasing products, and services, and fostering collaborations that will drive growth.
This strategic move aligns with KTB’s broader marketing efforts across the continent, recognizing Africa as a pivotal source market for Kenya’s tourism. Recent statistics from the Tourism Research Institute (TRI) reveal that arrivals from Africa accounted for 40.7% of total arrivals in the ten months leading up to October 2023, underscoring the continent’s growing importance.
As the roadshows unfold, Kenya anticipates a surge in arrivals, with West Africa emerging as a key contributor to the country’s tourism success story. The partnerships forged during these activations promise to solidify Kenya’s position as a premier destination, rich in diverse experiences and cultural treasures.
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