Kenya steps up tourism push in US market

KENYA – Kenya is focusing on increasing visitor numbers from its largest source market, the United States, with a fresh marketing strategy informed by key insights from top tour operators.

The Kenya Tourism Board (KTB) is actively participating in the United States Tour Operators Association (USTOA) Annual Conference in Florida, aiming to attract more American travelers through targeted efforts.

The United States accounted for 265,310 visitors to Kenya in 2023, representing 14% of all arrivals. The market has grown by 17% this year, making it a crucial segment for Kenya’s tourism sector.

“Our goal is to ensure Kenya remains the destination of choice for Americans seeking unique adventures, beach getaways, and meaningful cultural experiences,” said KTB CEO June Chepkemei.

Chepkemei emphasized the importance of refining Kenya’s offerings based on first-hand market feedback. “By listening to the perspectives of U.S. tour operators, we aim to create products that resonate more deeply with this lucrative market,” she said.

KTB is working closely with American tour operators to design appealing packages. Special attention is being given to small group tours, private journeys, and cruise-based travel, which have shown high demand among U.S. travelers.

These collaborations aim to promote longer stays and provide visitors with an expansive experience across Kenya’s diverse tourism circuits.

Additionally, Kenya is showcasing its nine distinct tourism regions, highlighting attractions beyond the traditional safari experience. These efforts include partnerships with niche operators to attract travelers seeking unique and tailored experiences.

Kenya’s active participation in global events like the Black Travel Summit and the USTOA conference reflects its commitment to reaching broader audiences.

The Black Travel Summit, held in Florida, allowed KTB to engage with over 400 travel professionals, including agents, influencers, and businesses in the African American travel community.

The USTOA conference, on the other hand, is providing KTB with a platform to collaborate with industry leaders and gain valuable market insights.

This outreach coincides with a resurgence in American outbound travel, which has grown by 9.3% compared to pre-pandemic levels, according to U.S. Department of Commerce data.

Insights from Essence of Africa Forum

Kenya’s tourism strategies are further informed by the Essence of Africa Forum, a three-day event in Nairobi that brought together over 360 tourism professionals from 37 countries.

The forum facilitated more than 4,200 scheduled meetings between 130 international buyers and 125 African exhibitors, providing an opportunity to foster long-term collaborations.

The event began with a lively keynote address and marketplace session at Nairobi Street Kitchen, setting the tone for discussions that explored Africa’s key source markets.

At the Sarit Expo Centre, panels focused on topics like sustainable tourism and global marketing strategies.

One highlight was the discussion on “Building Sustainable Tourism Businesses for Africa and with Africa,” where tourism leaders challenged conventional ideas about community engagement.

Mohanjeet Brar of Gamewatchers Safaris emphasized a conservation model that leases 7,000 acres of community land for every 10 guest rooms, showcasing how tourism can directly benefit local communities.

Mohammed Hersi of Pollmans Tours & Safaris highlighted the need for genuine stakeholder partnerships, while Amos Wekesa of Great Lakes Safaris underscored how initiatives like coffee production can amplify tourism’s impact.

The forum also emphasized the importance of culturally authentic experiences, as evidenced by transporting attendees in Nairobi’s traditional matatus.

Amanda Margison, co-owner of On Show Solutions, noted, “The energy and enthusiasm we’ve seen over these three days confirm that our industry is ready for focused, quality-driven events like this.”

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