NAIROBI, Kenya, June 9 – Kenya plans to tap into the intra-African tourism market, highlighting its importance in driving growth, the Kenya Tourism Board (KTB) has reaffirmed.
This was mentioned at the recently concluded Zambia Travel Expo (ZATEX) in Lusaka.
This year’s event brought together over 50 exhibitors, including local and regional tourism professionals, national tourism organizations (NTOs), government agencies and conservation groups, non-governmental organizations and investors, hosted buyers from international markets, and small and medium-sized enterprises (SMEs) in the tourism sector.
At the event, KTB marketed the upcoming 15th Magical Kenya Travel Expo, scheduled for October 1-3, 2025, while also boosting destination awareness among the public on the expo’s final open day.
It plans to continue expanding joint marketing initiatives, promoting regional collaboration, and strengthening B2B networks through various trade shows and strategic partnerships, with an ambitious goal of reaching five million tourist arrivals by 2027.
“We are aware of the immense potential that lies in leveraging collaboration and our participation in ZATEX is part of a continuing memorandum of understanding (MOU) between Zambia and Kenya,” KTB CEO June Chepkemei said.
“We will continue to partner so that the private sector on both ends, along with national carriers Zambia Airways and Kenya Airways, can bridge gaps to attract more visitors.”
The need for greater African cooperation was echoed by other regional leaders, including Angola’s Minister for Culture, Tourism, and Environment, Márcio de Jesus Lopes Daniel, and the chief guest, Zambia’s Minister for Tourism, Hon. Rodney Sikumba, representing Zambia’s President H.E. Hakainde Hichilema.
“Africa’s strength lies in our diversity through destination collaboration, we can create packages that offer travelers unique cross-border experiences while boosting our economies,” Sikumba stated.
By Phineas Mwenda
