The Kenya Tourism Board (KTB) is targeting to intensify marketing campaigns in order to increase the number of visitors arriving in the country from within Africa.
Speaking at the World Travel Mart (WTM) expo in Cape Town, South Africa, KTB Chief Executive Officer June Chepkemei said recent increase in visitor arrivals from country points to the potential to further grow the market through strategic partnerships.
The easing of visa restrictions and enhanced travel trade partnerships have seen tourist arrivals from South Africa to Kenya record a 38pc jump.
“As we take part in the 2024 WTM Africa, we are excited by the tremendous growth witnessed from South Africa and the larger African market that has continued to be an important visitor source for Kenya,” said Chepkemei.
Arrivals from South Africa rose to 37,370 last year from 27,103 in 2022 recorded in 2022.
This was supported by the waiving of entry fees for passport holders from South Africa and other African Nations aimed at boosting tourism and attracting business into Kenya.
“As part of our strategy to grow more numbers into Kenya, we are well aware that the African continent is a low hanging fruit to focus on as we nurture our footprint in a highly competitive global tourism landscape,” she added.
Kenya with its 16 travel trade exhibitors is among top destinations pitching at the three-day WTA Africa expo where at least 7,500 participants are expected from across various global markets. 16 Kenya tourism travel trade
Last year, Kenya attracted 1.96 million arrivals where arrivals from African accounted for 41pc.
KTB further aims to grow Kenya’s market share in Africa to 6pc, buoyed by the potential presented by key events like WTM Africa to make further inroads.
By Ronald Owili