NAIROBI, Kenya- Kenya is ramping up its marketing efforts in West Africa, aiming to tap into this emerging market as part of its tourism growth strategy.
The Kenya Tourism Board (KTB) is making a bold move to attract more visitors from the region, with a particular focus on Nigeria, West Africa’s largest economy.
While Kenya has long invested in its traditional tourism markets such as Europe and the U.S., KTB Chief Executive Officer June Chepkemei believes the African continent holds untapped potential.
“Africa is a low-hanging fruit that we must invest in as part of our market diversification strategy,” Chepkemei stated.
This push aligns with Kenya’s broader tourism strategy of diversifying away from over-reliance on traditional markets.
Chepkemei’s comments come as KTB takes part in the Akwaaba African Travel Market, West Africa’s largest travel expo, held in Nigeria.
The event, which kicked off on Sunday, brings together industry leaders, investors, and tourism professionals from over 50 countries.
Kenya, alongside key industry players like Kenya Airways and Movenpick Hotels, is showcasing itself as a luxury travel destination offering rich cultural heritage, wildlife safaris, and breathtaking landscapes.
The numbers tell the story—Africa accounts for about 41pc of Kenya’s total arrivals, according to the Tourism Sector Performance Report.
Nigeria, a key player in this market, sent 32,000 visitors to Kenya in 2023/2024. KTB’s focus on this West African giant is strategic. With tourism programs tailored to attract Nigerians, the board expects to boost those numbers in the coming years.
“We are thrilled to be part of the Akwaaba African Travel Market,” Chepkemei said, emphasizing the importance of the event as a platform to highlight Kenya’s hidden gems.
The expo is not only about selling Kenya’s tourism potential but also serves as a networking opportunity for travel professionals across Africa.
By fostering partnerships and building innovative travel solutions, Kenya is positioning itself as a go-to destination for African travelers.
This year’s participation in the Akwaaba Travel Market is more than just a marketing push—it’s a statement.
Kenya is asserting its position as a tourism hub for African and international visitors alike. With its luxurious travel experiences and rich biodiversity, Kenya is playing the long game, looking to capitalize on the African tourism boom.
By increasing its presence in the West African market, KTB hopes to unlock more opportunities for growth and collaboration across the continent. And with initiatives like these, the future looks bright for Kenya’s tourism sector.
