KTB eyes Nigerian market to grow its tourism numbers

The Kenya Tourism Board (KTB) is banking on the Akwaaba African Travel Market, which began yesterday through to 24th September 2024, in Lagos, Nigeria to grow its tourism numbers from the West African country.

KTB Chief Executive Officer June Chepkemei, while announcing KTB‘s participation said Africa is the next frontier Kenya was tapping into to grow its arrivals into the country.

“Even as we continue to invest in our traditional key source markets such as Europe and USA, we consider Africa as a low-hanging fruit that we must invest in line with our market diversification strategy”, disclosed the CEO.

According to data from the Tourism Sector Performance Report, the African Market currently accounts for about 41% of Kenya’s total arrivals.

The Akwaaba African Travel Market recognized as the largest travel expo in Western Africa, will gather industry leaders, investors, government decision-makers, and tourism professionals from over 50 countries.

KTB will be exhibiting alongside Kenya Airways and key industry stakeholders, including The Movenpick hotels, who will be showcasing Kenya as a hub of luxurious accommodation travel experiences.

This year’s participation aims to attract both African and international audiences, reinforcing Kenya’s status as a leading destination in the region.

In the year 2023/2024, Kenya welcomed 32,000 arrivals from the Nigerian market with the CEO pointing out that promotional programs that have been put in place are expected to spur growth in the market noting that  KTB’s participation in Akwaaba will further promote Kenya’s diverse attractions, including its breathtaking landscapes, wildlife, and rich cultural heritage.

“We are excited to be part of the Akwaaba African Market, which plays a crucial role in the travel and tourism industry.

This platform not only allows us to showcase Kenya’s incredible offerings and hidden gems yet to be discovered but also to connect with industry leaders and, foster innovative opportunities that will benefit the entire African tourism sector.” said the CEO.

The Akwaaba African Travel Market serves as a vital meeting point for the travel industry, offering invaluable networking opportunities and insights into current trends and challenges.

Celebrating two decades of success since its inception in 2005, Akwaaba has become a vital platform for fostering connections, collaborations, and showcasing diverse tourism offerings.

The event stands out not only for its ability to weather global challenges, including the impacts of COVID-19, but also for its commitment to highlighting the potential of Africa as a premier travel destination.