This archive report was first published on 2 October 2019.
Kenya's tourism industry is experiencing significant growth, with the country attracting 139 new buyers from across the world in the 9th edition of the Magical Kenya Travel Expo.
The expo, which is the largest travel forum in the region, will see business people from 50 countries converge at the Kenyatta International Conference Center (KICC) from 2nd to 4th October 2019.
This number is an indication of the growing interest in the destination by people in the tourism business from across the world, following the previous forums.
According to the Kenya Tourism Board (KTB), a total of over 160 exhibitors will be attending the expo.
The government is also targeting China and India as tourist source markets, banking on increased flight links between Kenya and the two countries.
Speaking at the event, Tourism and World Life Cabinet Secretary Hon Najib Balala emphasized the need to diversify Kenya's tourism portfolio to better suit new tourist frontiers.
Kenya's tourist arrivals in 2018 hit a 2 million mark, with tourists spending over Ksh157 billion, accounting for over 15% of total exports.
Travel and tourism in Kenya have grown by 5.6% to contribute Ksh790 billion and 1.1 million jobs to the Kenyan economy, beating the average global growth of 3.9% and the Sub-Saharan Africa average of 3.3%.
The United States remains Kenya's leading tourist source market, followed by Tanzania.
CS Balala noted that the Magical Kenya Travel Expo is part of the ministry's strategy to increase brand visibility of destination Kenya through ensuring that tourist numbers to the county continue improving.
"The Magical Kenya Travel Expo is in line with our strategic objective of enhancing visitor experience, as well as increasing their awareness of the country's offerings in tourism," said CS Balala.
"The government is fully recognizing tourism as a main pillar of the National Development Plan and is, therefore, investing to ensure vibrancy of this sector through creating platforms such as the Magical Kenya Travel Expo for industry players to converge and seek opportunities," added CS Balala.
