NAIROBI, Kenya April 28 – The Kenya Tourism Board (KTB) plans to grow Kenya’s visitor number to 3 million by the end of 2024, with a focus on emerging markets on the African continent.
Speaking during an engagement meeting for affiliates of the Magical Kenya Signatures Program (MKSE) in Nairobi, Kenya Tourism Board chairman Francis Gichaba lauded the private sector for contributing significantly to the growing new travel segments beyond the traditional wildlife and beach experiences.
The event was held to appreciate those who have grown the program from 15 unique experiences in 2019 to the current 61 diverse ones.
It also focused on strategies for improving Kenya’s offerings to global travelers.
Francis Gichaba, KTB chairman, noted that the private sector has been instrumental to the growth of holiday travel, which accounted for 45 percent of the choice of travel to Kenya by foreign tourists, according to the 2023 tourism statistics.
He stated that the diversity of facilities and experiences offered by the private sector continues to attract new audiences and keep Kenya ahead of its competitors.
KTB CEO June Chepkemei said the MKSE program will diversify its tourism offerings to cater to the different preferences of today’s travelers.
“The passion and innovation of our partners in the private sector are what make Kenya such an attractive and memorable destination. We have seen growth in areas like cultural tourism, ecotourism, and adventure travel,” said Chepkemei KTB CEO.
She noted that the destination has evolved from a safari-focused model to a more holistic and experiential destination that aligns with global travel trends and provides more value to the traveler.
“Travelers today seek transformation, learning and growth. Our private partners have grasped this well and are providing the kinds of authentic, meaningful experiences that today’s traveler’s value,” she added.
Chepkemei urged the sector to work closely with the board in targeted destination marketing towards key and emerging source markets, including making the country’s hidden gems widely known across the globe.
The tourism marketing agency revealed that the African continent has shown resilience to the challenges affecting the tourism business.
