NAIROBI, Kenya- Kenya Tourism Board (KTB) is taking bold strides to amplify its adventure tourism sector through strategic public-private partnerships.
KTB CEO June Chepkemei emphasizes the sector’s resilience and its substantial potential to draw more visitors, owing to its adaptability and economic benefits for local communities.
“Recent statistics indicate the growth of adventure travel, highlighting its resilience and capacity to support local economies, particularly as countries recover from the global travel downturn caused by COVID-19,” Chepkemei noted.
Kenya isn’t just about the Big Five anymore. Chepkemei highlights Kenya’s diverse tourism offerings, including eco-friendly safaris, birding, hiking, and water sports.
By promoting lesser-known attractions during off-peak seasons, KTB aims to distribute visitors and revenue more evenly, benefiting both the economy and local communities.
This approach not only eases the strain on popular tourist spots but also provides a more enriching experience for visitors looking to explore the road less traveled.
Chepkemei’s comments came during the inaugural meeting of the Kenya Adventure Tourism Product Club.
This club, established by KTB, is a collaborative platform that brings together various tourism experience providers from both private and public sectors.
Activities such as running, kitesurfing, mountain climbing, trekking, canyoning, and abseiling are all on the agenda. The club’s goal is to position adventure tourism as a key niche with significant growth potential.
The global adventure tourism market, valued at over $450 billion, presents immense opportunities for destinations like Kenya, especially as the tourism sector rebounds globally.
A recent study by the Adventure Travel Trade Association (ATTA) suggests that younger generations, like Gen Z, are emerging as the next wave of adventure travelers due to their penchant for independent travel.
