This archive report was first published on 4 July 2021.
Kenya Tourism Board (KTB) is intensifying efforts to market the country to Africa's key source markets, targeting a growth rate of 8.6% in tourism numbers, faster than the global average of 7%.
Published on July 4, 2021, KTB Corporate Affairs Manager Wausi Walya spoke aboard the Tamarind Dhow in Mombasa County, representing Chief Executive Betty Radier, about the move to increase tourist arrivals at a time when global tourism is reeling from the effects of Covid-19.
"There is immense potential in both regional and the African market we are trying to capture," Walya said, highlighting the importance of familiarisation trips to entice the travel trade to sample Kenya's offerings.
As part of this effort, KTB hosted 15 travel and tour operators from Uganda, Rwanda, and Ethiopia on a week-long product sampling of Kenya's popular tourist destinations, including Nairobi, Nanyuki, the Maasai Mara, Tsavo, Diani, Malindi, and Watamu.
Travel experts note that tourism numbers on the continent have grown at a rate of 8.6% over the past years, compared to a global average of 7%, with tourism in Africa rated as the fastest-growing market in the world.
Kenya Airways General Manager for Kenya and North Africa Rose Kiseli promised to support the sector through flexible bookings and ticket prices, citing increased uptake in passengers and airlifts averaging 60-65%.
