Kenya Tourism Board (KTB) is focusing on expanding tourist arrivals from West Africa, aiming to tap into business and leisure travel interests within the region. CEO John Chirchir highlighted the significance of the West African market in the broader strategy to diversify tourist source markets and enhance Kenya’s destination portfolio.

Chirchir emphasized the positive trends in Nigeria and Ghana, with respective improvements of six and 48 percent in 2023, making them key potential markets for Kenya in Africa. To kickstart this initiative, KTB and Kenya Airways are leading a group of over 15 travel trade companies for in-market activations scheduled from February 5-9 in various cities across Nigeria and Ghana, expecting the participation of more than 400 trade partners.

Africa, with its population of approximately 1.4 billion people, stands as a substantial source market for trade, business, and tourism. Chirchir expressed optimism about the potential of the African market, stating, “We cannot ignore the potential that the African Market has for tourism.”

The roadshows in Accra, Lagos, and Abuja are seen as a strategic move to engage with West African travel agents and tour operators. Chirchir highlighted the ease in travel restrictions, regular flights between African cities, and the Electronic Travel Authorization, making it more accessible for visitors to explore Kenya.

Consaga Khisa, the West Africa Roadshow chairperson, emphasized the importance of partnerships between KTB and the private sector in boosting tourism arrivals. He noted that the roadshows provide an opportunity for Kenyan trade to connect with West African travel agents and tour operators, showcasing products, forging partnerships, and driving growth.

These initiatives align with KTB’s broader marketing efforts across the continent, recognizing Africa as a crucial source market for Kenya’s tourism industry. According to data from the Tourism Research Institute, arrivals from Africa constituted 651,152 visitors, representing 40.7 percent of total arrivals in the ten months leading to October 2023.

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