Kenya goes on charm offensive to win back Western tourists

By Phyllis MUCHOKI

Kenya is intensifying its marketing efforts to capture a larger share of its key source markets as it looks to consolidate its position in the global tourismmarket.

John Chirchir, Acting CEO of Kenya Tourism Board (KTB), stated that the country is hosting various marketing forumsand roadshows acrossEurope, Asia, and Africa, with the aim of promoting Kenya as a preferred destination.

Chirchir spoke as a delegation of tourism stakeholders representing Kenya led by Kenya Tourism Federation participates in the ongoing the ongoing World Travel Market (WTM), takingplace from the 6th to the 9th of November in London.

Additionally, KTB has announced a series of 6 day roadshows set to take place in three major Chinese cities: Beijing, Shanghai, and Guangzhou from November 8-13 in a bid to attract Chinese visitors. Kenya received 34,638 Chinese touristsfrom January to August, up from 13,601 recordedin the same period in 2022, representing a growth rate of 154 percent.

In Africa, KTB, in conjunction with Kenya Airways, has hosted forums in Cape Town, Uganda, Rwanda, and more recently, Johannesburg, with the aim of stimulating demand and tapping into the appetite for travel from the vast African market.

On WTM ,  KTB CEO noted that there was an opportunity to leverage the good relations between Kenya and the UK to entice Britishholidaymakers to visit Kenya for business, relaxation, and adventure, adding that the destination is looking to build on the goodwill generated by King Charles III’s recent State visit to the country.

“We are excited to be part of WTM London 2023, which is a significant tourism platform with great potential to drive growth for our industry. Our presence in London gives us a platform to showcase our magical experiences and convey to travellers our preparedness to receive and host them,”he remarked.

“The United Kingdom market has been key in our growth strategy, and we are determined to increase arrivals from this market further as we work towards achieving our target of 5.5 million arrivals by 2028. We are particularly upbeat about King Charles III’s recent visit to the country because it is a huge endorsement of the destination as a safe and diversetourism spot.” 

Chirchir further pointed out that Kenya is currently re-engineering its positioning to become an all- year-round tourism destination. Being part of the WTM will enhance the destination’s new and more diverse customer experiences and products, such as cultureand MICE.

“In the dynamic realm of travel and tourism, staying ahead of trends, fostering collaborations, and gaining insights into emerging markets are pivotal for success. Our participation at WTM is just one of the ways we do this as we focus our efforts on increasing awareness about our destination in the United Kingdom and larger Europe.” 

 

In the period between January and August this year, Kenya received 101,167visitors from the UK, up from 83,126 arrivals in the same period last year, representing an increase of 21.7 percent.

Now in its 43rd year, the WorldTravel Market is the most influential tourismand travel eventglobally. The event brings together major players in the travel industry to discuss global trends and developments within the sector. In 2022, the event welcomed 35,000 professionals from over 184 countries, makingit one of the most resourceful trade fairs for the travel trade.