Kenyan Tourism New York, Boston and Toronto Roadshows kick off next week

Kenya has launched promotion marketing initiatives aimed at improving visitor numbers from the North American source market targeting the over 360 million potential visitors.

These initiatives, which include key roadshows planned by the Kenya Tourism Board (KTB), will target locations in the cities of New York, Boston and Toronto in Canada from 19th-24th March.

KTB Ag. CEO John Chirchir says that the roadshows are part of the destination’s strategy to intensify its marketing activities in source markets presenting a high value and for Kenya’s tourism. Chirchir noted that the USA market was critical for Kenya, commanding an over 35% market share of all visitations to Africa post-pandemic.

“The US and Canada represent high-value source markets with great potential for Kenya’s tourism sector,” he stated. “With a combined population of over 16 million, the key cities we are targeting offer access to well-travelled, discerning travellers actively planning long-haul trips to Africa in the coming years,” said Chirchir.

During the roadshows, KTB will lead a delegation of 26 private sector partners who will seek to strengthen business engagements with travel trade partners and showcase Kenya’s diverse tourism products and experiences including wildlife safaris and conservation tourism to the North American consumers.

The US market remains Kenya’s number one source of international visitors. From January to November 2023, 241,581 US tourists arrived in Kenya, a 28.2% increase over the same period last year. Canada saw 35,238 visitors in that time, up 44.4% year-over-year.

With direct New York-Nairobi flights and strong diaspora links, Chirchir noted the US northeast is particularly strategic. The KTB boss also outlined key draws like adventure tourism, where Kenya ranks 10th globally.

“Cities like New York offer ready access to travellers keen to explore their ancestral roots and experience Kenya’s renowned wildlife and landscapes,” he said. “With high per capita income, North Americans have the means to experience our unique adventure offering. We want to leverage this, along with cultural affinities, to deliver growth,” Chirchir added.

The road show takes place at the backdrop of a successful participation of Kenya during the ITB tourism fair in Berlin where a Kenyan delegation led by KTB Chairman Francis Gichaba and the private sector partners held successful engagements with tour operators from around the globe.

KTB has in the past implemented key initiatives targeting the North America source market given the concentration of key travel trade partners that package and promote Kenya.

The board will be partnering with several airlines in China, Europe and India as part of continued efforts to provide the private sector with platforms to leverage conversion through various sector partners.