As part of this visionary endeavour, the Kenya Tourism Board (KTB), the country’s marketing agency, revealed that its target is boosting tourist arrivals from West Africa by promoting business and leisure travel.
Acting KTB Chief Executive Officer John Chirchir emphasised the significance of this “West Africa Roadshow” program during a meeting marking the beginning of a series of roadshows in Nigeria and Ghana.
Chirchir highlighted the integral role of the West African market in the strategy to attract tourists, with Nigeria (6%) and Ghana (48%) showing the biggest improvements among Kenya’s potential markets in tourist arrivals in 2023.
With ambitious aspirations, KTB and Kenya Airways are leading over 15 travel trade companies for in-market activations scheduled for Feb. 5-9 in various cities of Nigeria and Ghana, expecting to attract over 400 trade partners.
Chirchir also expressed optimism that the Kenyan traders would engage in business meetings and direct interactions with potential travellers from Lagos, Abuja and Accra.
He noted that regular flights between African cities, ease in travel restrictions, and the Electronic Travel Authorization will make it easier for visitors to access Kenya.
Speaking passionately during the meeting, Consaga Khisa, chairperson of the West Africa Roadshow, underscored the rationale behind prioritising domestic travel and the importance of partnerships between KTB and the private sector in improving tourism arrivals in Kenya.
“The roadshows will provide an opportunity for the Kenyan trade to engage with about 400 West African travel agents and tour operators, showcase products and service offerings, and forge new partnerships to drive growth,” Khisa said.
Reports from Kenya’s Tourism Research Institute showed that arrivals from Africa accounted for 651,152 visitors, or 40.7 per cent, of total arrivals from January to October 2023. In the competitive landscape of African tourism, neighbouring countries like Rwanda, Benin, The Gambia, and Seychelles have eliminated all visa requirements for African travellers to attract visitors.
