MSMEs in tour operations to drive Kenya’s Tourism Sector

Micro, Small and Medium Enterprises (MSMEs) in the tour operating sector will play a pivotal role in the promotion and growth of the tourism industry in Kenya, under a new partnership between the Kenya Tourism Board (KTB) and the Tour Operators Society of Kenya (TOSK).

The agreement will see the two entities undertake collaborative marketing campaigns to showcase Kenya’s diverse tourism offerings across all 47 counties and hidden gems beyond the traditional circuits.

Speaking during the signing ceremony at the KTB offices in Nairobi, KTB Chief Executive Officer June Chepkemei underscored the critical need to harness the potential of MSMEs towards the sustainable growth of the tourism sector.

Chepkemei noted that the MSMEs are key players in destination marketing efforts. “This partnership formalizes and solidifies our long-standing collaborative efforts.

We have jointly undertaken numerous initiatives and programs, and we will continue to work together synergistically, as it is crucial for us to tap into the vast potential of Micro, Small, and Medium Enterprises (MSMEs) within the sector,” Chepkemei stated.

“Our tour operators are at the forefront of promoting Kenya as a destination therefore this pact creates a framework for us to work closely with TOSK, leveraging their expertise in identifying hidden gems across the country and beyond that, supporting upcoming entrepreneurs in the tourism sector,” she added.

The strategic partnership will entail collaborative marketing campaigns leveraging traditional and digital platforms to attract both domestic and international travelers to Kenya’s diverse tourism offerings.

Among the key areas of cooperation are destination promotion through roadshows, familiarization trips, and showcasing lesser-known destinations and niche tours within Kenya’s counties.

Sustainable tourism practices, establishing tourism information centers at key entry points, and joint advocacy for favorable tourism policies with the Government of Kenya are also part of the collaboration’s scope.

The partnership comes on the heels of Kenya welcoming a record 2.3 million tourist arrivals in 2024, with the KTB CEO noting that the joint efforts will be key to sustaining the growth momentum and expanding Kenya’s share of the global tourism market.

“Even as we continue to advocate for development of tourism infrastructure, new products, greater marketing, the power of partnerships and collaboration, we also want to recognize and appreciate the immense growth that has already been registered in the sector over the past few years.

“This couldn’t have been achieved if individual entities among the TOSK membership had not played their role especially in opening up the rest of the country beyond the traditional circuits,” Chepkemei remarked.

On his part, TOSK Chairperson Daniel Mbugua noted, “This partnership marks a great stride, specifically for MSMEs and tour operators in Kenya. While KTB is mandated to market the Magical Kenya brand globally, we will focus on converting that marketing into sales and bed nights, to realize the ambitious targets we have set.”