The Kenya Tourism Board (KTB) is intensifying efforts to attract more visitors from Nigeria, the continent’s most populous nation, in a bid to boost African tourism.
KTB emphasized its focus on tapping into Nigeria’s growing travel sector to drive tourism numbers across the region. This initiative forms part of Kenya’s broader strategy to strengthen intra-African tourism and capitalize on Nigeria’s expanding travel market.
According to a press release by the organization, KTB Chief Executive officer June Chepkernel, said Africa is the next frontier that Kenya was tapping into to grow its arrivals into the country.
“Even as we continue to invest in our traditional key source markets such as Europe and USA, we consider Africa as a low hanging fruit that we must invest in line with our market diversification strategy”, disclosed the CEO.
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Currently the African market constitutes about 41% of Kenya’s total arrivals, according data from the Tourism Sector Performance Report.
The Akwaaba event, recognized as the largest travel expo in Western Africa, will gather industry leaders, investors, government decision-makers, and tourism professionals from over 50 countries.
Kenya Tourism Board will be exhibiting alongside Kenya Airways and key industry stakeholders, including The Mavenpick hotels, which will be showcasing Kenya as a hub of luxurious accommodation travel experiences.
This year’s participation aims to attract both African and international audiences, reinforcing Kenya’s status as a leading destination in the region.
In the year 2023/2024, Kenya welcomed 32,000 arrivals from the market with the CEO pointing out that promotional programs that have been put in place is expected to spur growth in the market noting that KTB’s participation in Akwaaba will further promote the country’s diverse attractions, including its breathtaking landscapes, wildlife, and rich cultural heritage.
“We are excited to be part of the Akwaaba Travel Market, which plays a crucial role in the travel and tourism industry. This platform not only allows us to showcase Kenya’s incredible offerings and hidden gems yet to be discovered but also to connect with industry leaders and foster innovative opportunities that will benefit the entire African tourism sector.” said the CEO
The Akwaaba Travel Market serves as a vital meeting point for the travel industry, offering invaluable networking opportunities and insights into current trends and challenges.
