Kenya Is Targeting 5.5M Tourist Arrivals By 2028

Dec 19, 2023

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Kenya Tourism Board (KTB) is looking to grow its tourism arrivals into the country to  5.5 million within the next 5 years as it is about to reach out to private sector players for collaborative efforts to take the country to the global stage.

KTB chairperson Francis Gichaba has disclosed that the tourism sector is back on full recovery pointing out that the arrivals by the end of this financial year will be closing at slightly over 1.9 million visitors that was recorded in 2019.

Gichaba has revealed, “We are very optimistic that with the support from the private sector and other key players in the industry, our performance will even surpass the 2019 arrivals to over 2 million and progressively beyond.”

He was delivering a speech at Bomas of Kenya during a tourism stakeholders meeting that brought under the same roof tour operators, hoteliers, government agencies and tourism associations. The session sought to validate KTB’s 5-year strategic plan for 2023-2028.

In the strategy, KTB is targeting to achieve 5.5 million international tourist arrivals and grow the tourism industry’s contribution to the economy of Kenya to KES 1 trillion each year by June 2028.

Gichaba said destination marketing has been a collaborative exercise noting that the involvement of the private sectors in the development of strategy which was one of the ways of incorporating invaluable ideas that would shape the sector’s performance within the review period.

Kenya Hotel Keepers Association and Caterers (KAHC) CEO Mike Macharia suggested to the private players to curate their products and travel experiences to the needs of the market.

He said, “We talk of Africa as the low-hanging fruit in terms of numbers and market share in the country and therefore the product owners should package their products and experience and sell to Africa. This move would also open opportunities for Africans to invest in the hospitality sector in Kenya… We have to go where the market is, and this is what our competitors such as South Africa have beaten us on. They have invested heavily in market presence not only to build brand awareness but to sign marketing deals.”

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Sarmind is a Writer and an aspiring Editor who has experience in various short and long-form niches. Her academic pursuits intensely mold her industry background in content creation. She holds a Master's degree in Literature, and when not writing for professional purposes, she can be found re-reading old classics of Jane Austen and the Brontë sisters. She is super fond of cats and enjoys hours of doom-scrolling through memes on social media while cuddled up with a cup of desi chai. She likes to think she is an intellectual badass (colloquial: nerdy bore), and now all she needs is a sewing kit to complete the look!

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