Kenya aims to boost tourist arrivals from West Africa by focusing on both business and leisure travel, identifying Nigeria and Ghana as key markets.
The Kenya Tourism Board’s Acting CEO, John Chirchir, emphasized the significance of the West African market in diversifying tourism sources and expanding the country’s destination portfolio.
Notably, Nigeria and Ghana exhibited 6% and 48% improvements, respectively, in 2023, making them promising markets.
Chirchir spoke at the commencement of a series of roadshows in Lagos, Abuja, and Accra, organized by KTB and Kenya Airways.
Over 15 travel trade companies will participate in in-market activations from February 5th to 9th, 2024, expecting engagement with over 400 trade partners.
“With around 1.4 billion people, Africa stands as one of the biggest source markets for trade, business, and tourism,” highlighted Chirchir, underscoring the importance of West Africa as an emerging market.
He emphasized the ease of travel with regular direct flights and the Electronic Travel Authorization, foreseeing increased demand for outbound travel from Nigeria and Ghana.
Consaga Khisa, Chairperson of the West Africa Roadshow, emphasized the vital role of partnerships between KTB and the private sector in boosting tourism to Kenya.
The roadshows provide a platform for Kenyan trade to connect with West African travel agents, showcase offerings, and establish partnerships to drive growth.
Khisa stressed the significance of these engagements, allowing travel agents and tour operators from Nigeria and Ghana to gain insights into Kenya’s tourism industry and diverse experiences.
The roadshows align with KTB’s broader marketing efforts across the continent, recognizing Africa as a crucial source market, as highlighted by statistics from the Tourism Research Institute.
In the ten months to October 2023, arrivals from Africa constituted 40.7% of the total, with 651,152 visitors.
