Kenya targets West African market to boost tourism
By Noel.Wandera, February 2, 2024
STRATEGY: Kenya is looking to attract more tourists from West Africa by offering them business and leisure travel opportunities that suit their preferences.
John Chirchir (pictured), acting Kenya Tourism Board (KTB) CEO said the market is a key part of the strategy to diversify the sources of tourists and expand the country’s destination portfolio.
He said Nigeria and Ghana, which recorded 6 per cent and 48 per cent growth respectively in 2023, are among the potential markets for Kenya in Africa.
Chirchir made the remarks during a meeting that marked the start of a series of roadshows to take place in the Nigerian and Ghanian cities of Lagos, Abuja and Accra.
The tourism board and Kenya Airways are leading more than 15 travel trade companies for the in-market activations that will take place from February 5t to 9, 2024 in the two countries and are expected to draw over 400 trade partners.
Emerging markets
Chirchir noted that Africa is one of the biggest markets for trade, business and tourism with around 1.4 billion people, adding that the team will start with West Africa with roadshows in Accra, Lagos and Abuja which are emerging markets.
“During the activation, we hope that the 17 Kenyan trade will have business meetings and direct engagements with potential travellers from the three cities. We cannot ignore the potential that the African market has for tourism,” he said.
Chirchir also noted that the regular flights between African cities, the ease in travel restrictions and the Electronic Travel Authorisation will make it easier for visitors to access Kenya.
“We have regular direct flights from Kenya Airways to the three cities, as well as other airlines that connect Kenya with Accra, Abuja and Lagos,” he said.
Travel restrictions
The easing of travel restrictions and the Electronic Travel Authorisation, KTB boss said will also help the country see a strong demand for outbound leisure and business travel from Nigeria and Ghana and other African countries.
“We look forward to building partnerships and marketing Kenya through these roadshows,” Chirchir added.