The Zambian Minister of Tourism, Honorable Rodney Sikumba, held a meeting with the Chairman of the Kenya Association of Travel Agents (KATA), Dr. Joseph Kithitu and Nicanor Sabula – CEO, to discuss strategic collaborations aimed at boosting travel and tourism between Kenya and Zambia.
During the meeting, both parties explored opportunities to enhance outbound tourism from Kenya to Zambia, addressing key challenges such as visa regulations, border restrictions and the need for a seamless travel experience across Africa. Minister Sikumba emphasized the importance of a unified approach to regional travel, stating, “Africa’s tourism industry has immense potential, but we must work together to make travel across the continent easier and more accessible.”
He also called on the private sector to invest in airport infrastructure, accommodation and health facilities to boost the tourism experience. Kithitu says KATA aims to drive initiatives that enhance regional travel by advocating for better aviation policies, best practice, expanding tourism offerings beyond traditional safari and wildlife experiences and facilitating stronger business-to-business linkages between Kenyan and Zambian travel agencies.
KATA and the Zambian Ministry of Tourism have been engaging in high-level discussions to strengthen bilateral tourism partnerships. This visit builds on a previous meeting in Nairobi in June 2023, where KATA hosted a Zambian delegation led by Minister Sikumba to explore new strategies for marketing Zambia as a prime destination for Kenyan travelers.
KATA CEO, Nicanor Sabula, reaffirmed the association’s commitment to supporting tourism growth in Zambia, stating, “Our members are ready to collaborate with Zambian stakeholders to promote the country as a leading travel destination. Strengthening air connectivity and tourism infrastructure between our two nations will be key to unlocking new opportunities.”
The partnership aims to diversify tourism products beyond traditional safari and wildlife experiences, exploring unique attractions in both countries. By leveraging visa-free access and liberalizing the aviation industry, the collaboration seeks to make air travel more affordable and accessible, thereby boosting tourist flows. This initiative aligns with the broader objectives of the African Continental Free Trade Area (AfCFTA), aiming to enhance intra-African travel and economic integration. Both Kenya and Zambia are poised to benefit from increased tourist traffic, cultural exchange and strengthened economic ties resulting from this partnership.
The East African Community (EAC) will, for the first time, participate as an entity having its own stand at the International Tourism Bourse (ITB) – Berlin, the world’s largest tourism trade fair, from 4th – 6th March, 2025. Representing the region as a single tourism destination, the EAC will showcase its diverse attractions under the brand “Visit East Africa: Feel the Vibe.”
The EAC Secretary General, Hon. Veronica Nduva observes that “this is part of the EAC’s efforts to position the region as a leading global tourism destination. The bloc aims to attract international tourists and investors by highlighting the region’s rich cultural heritage, natural beauty, and unique attractions.”
The region offers a wide range of experiences for travelers. It is home to some of the most iconic wildlife, including the traditional Big Five, with the highest population of lions in the world. Mount Kilimanjaro, the highest peak in Africa, continues to draw adventurers from around the world, while the Great Migration, a natural wonder shared between Kenya and Tanzania, remains a major highlight for visitors. The region’s vibrant cities, hospitable people, and diverse ethnic communities further enhance its appeal as a must-visit destination.
Participation at ITB Berlin will also serve as a platform to promote East Africa’s multi-destination tourism offerings and cross-border experiences. International visitors have an opportunity to explore the seamless travel possibilities across the region, with its breathtaking natural landscapes, pristine beaches along the Indian Ocean, and rich cultural traditions. The EAC aims to demonstrate the region’s potential to provide an unforgettable travel experience for tourists from around the world.
Moreover, the EAC stand at ITB offers the upcoming and undiscovered destinations within the region an opportunity to showcase their offerings and penetrate the international market.
In addition to showcasing East Africa’s unique attractions, the fair will create valuable opportunities for business partnerships. Exhibitors from the region will meet with buyers from international markets, strengthening relationships with global travel trade partners.
The EAC will also convene a platform to deliberate on sustainable tourism trends and joint tourism marketing efforts as it launches the Visit East Africa: Feel the Vibe” brand. Tourism remains a critical contributor to the region’s economy, driving foreign exchange earnings and creating employment. By presenting itself as a unified bloc at ITB Berlin, the EAC seeks to increase international tourist arrivals and encourage sustainable tourism practices. This approach also aligns with its broader strategy of standardizing services across member states, ensuring a high-quality experience for all visitors.
“We are delighted to note that the EAC has fully recovered from the impacts of COVID-19 in terms of tourism numbers, with the region having recorded approximately 8.5 million international tourist arrivals in 2024, compared to pre-COVID levels of 7.7 million arrivals in 2019,” Hon. Nduva stated. She further noted that through the promotion of the “Visit East Africa: Feel the Vibe” tourism brand, as well as the national tourism brands, the EAC will reach over 11 million tourist arrivals by the end of 2027.
The East African Community invites tourists and industry stakeholders to discover the beauty and vibrancy of the region. Whether exploring the majestic mountains, witnessing the breathtaking Great Migration, or immersing oneself in the warmth of East African culture, the region offers something special for every traveler.
The promotion of regional tourism under the “Visit East Africa: Feel the Vibe Brand” including participation at ITB is supported by the European Union via the LIFTED project. Speaking on the brand, the European Ambassador to Tanzania and the EAC, Christine Grau, highlighted, “The ‘Visit East Africa – Feel the Vibe’ brand is a bold celebration of this region’s diversity, culture, and natural wonders, a vision the European Union is proud to support through the LIFTED project. As the EAC is launching this brand globally, we are building bridges between East Africa and Europe, fostering sustainable tourism that empowers communities, preserves ecosystems, and inspires the world.”
Speaking on the upcoming event, the Chairman of the East Africa Tourism Platform, Mr. Fred Odek Odhiambo, highlighted the importance of EAC’s presence, describing it as a historic milestone in the collective efforts to elevate East Africa’s tourism sector on the global stage. “Under the banner of ‘Visit East Africa: Feel the Vibe,’ we are not only showcasing the unparalleled beauty and cultural richness of our region but also reinforcing East Africa’s appeal as a seamless, multi-destination experience,” he stated.
Mr. Odhiambo further emphasized that this is a pivotal moment for the world to discover East Africa in its full vibrancy. “We look forward to forging meaningful partnerships that will drive sustainable tourism growth and investment across the region,” he added.
LIFTED “Leveraging Integration Frameworks for Trade in Services and CSOs in the EAC,” is a project jointly co-financed by the European Union (EU) and the German Federal Ministry for Economic Cooperation and Development (BMZ). It aims to increase EAC, continental and further bilateral trade with EU in Trade in Services and Civil Society engagement in the framework of the (AfCFTA) for people-centred EAC integration. It is implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in collaboration with the EAC Secretariat.
Sitting at a unique intersection of countryside, community, culture, farming and sustainable development, rural tourism connects travellers to the land – and the people who sustain it – offering perspectives far removed from traditional urban or safari experiences.
It taps into a global trend towards more immersive, meaningful experiences, but as Jacqui Taylor, Founder of Agritourism Africa and Regional Committee Chair of the Global Agritourism Network, rural tourism holds far greater economic and social benefits than many realise.
“When done right, rural tourism offers travellers authentic connections with local cultures while providing rural communities with vital income diversification,” says Taylor.
Africa is well-positioned to capitalise on this niche – but there are knowledge gaps and structural barriers preventing it from reaching its full potential.
Why Rural Tourism Remains Underdeveloped
“Government departments tend to operate in silos. Departments of tourism, agriculture, and rural development work independently, which prevents any coordinated strategy,” says Taylor. “Only a few countries, like Namibia, have begun to bridge these divisions.”
Awareness and education are other challenges.
“Unfortunately, not many tourism leaders understand agritourism. They keep referring to farm stays or accommodation,” explains Taylor. “Agritourism is rural tourism development, and it includes many different rural activities and experiences, from stargazing to farm-to-fork lunches. Agritourism also includes physical activities, for example, mountain-biking, trail running, fishing and more. It would benefit all, if there was a unified approach to agritourism, otherwise we won’t make the impact we need from a rural tourism development perspective.”
Community-Driven Agritourism as an Economic Force
Agritourism, an aspect of rural tourism, is primarily about connecting tourists with farming life and is often hosted by working farms or agribusinesses. According to Grand View Research, the global agritourism market, valued at USD 8.10 billion in 2024, is projected to grow at a compound annual growth rate (CAGR) of 11.9% over the next five years. But there needs to be sustained integration between tourism, farming, and rural development, because while ecotourism and national parks receive significant attention, agritourism remains largely misunderstood – and absent from policy discussions.
The Appeal and Impact of Rural Tourism
Rural tourism experiences appeal to international travellers (who are increasingly demanding more sustainable and immersive travel experiences, especially those that connect them with authentic activities and rural lifestyles), domestic travellers, and travellers on a budget, as it’s often cheaper for a family to enjoy a farm holiday than a city break.
Rural escapes are also great in terms of physical and mental wellbeing, but there’s an even more important impact: when visitors immerse themselves in farm life and village rhythms, rural communities flourish.
In Africa, where rural youth unemployment is intertwined with under-employment and working poverty, rural tourism creates transformative opportunities. When young people and women engage in tourism activities – whether leading agricultural experiences or managing homestay programmes – they gain not just an income, but valuable business skills and leadership experience.
For young women especially, these opportunities can break generational cycles of poverty, providing them with direct income and the chance to become entrepreneurs in their own communities. As Taylor explains, you can see young people transform from job seekers to job creators, rebuilding rural economies while preserving their cultural heritage.
What Makes Rural Tourism Unique?
“Every farm, village or rural destination is unique,” says Taylor. “And activities change with the seasons, making each visit different from the last.”
The rural tourism niche typically attracts conscious travellers looking for:
Authentic cultural immersion
Sustainable, responsible and locally driven travel experiences
Direct engagement with local communities
Farm-to-table culinary experiences
Outdoor activities in natural settings
The Foundations for Growth
For Africa to fully develop its rural tourism sector, a coordinated approach is needed. Taylor highlights four priorities:
Community engagement. Rural communities must be involved in shaping tourism initiatives to ensure that growth is inclusive and beneficial.
Authenticity over imitation. Rather than designing artificial attractions, rural tourism should highlight real traditions and livelihoods.
Infrastructure investment. Reliable roads, internet access, and essential services are critical for tourism businesses to operate effectively.
A ‘seasonal’ mindset. Agricultural seasons naturally create different experiences throughout the year. By embracing seasonal opportunities, from harvest festivals to planting activities, these rhythms and variations can become unique selling points rather than limitations.
Rural Tourism in Action
Across Africa, successful rural tourism projects are already demonstrating the sector’s potential.
In Gabon, Fanely Agnouga’s community homestay project is offering visitors direct engagement with rural life, ensuring that economic benefits stay within the community.
In Rwanda, Eco Terra Vista runs a social enterprise offering eco-friendly tours and treks to showcase the agricultural and natural beauty of the southern shore of the twin lakes.
In Ethiopia, rural coffee tours allow you to visit coffee plantations, learn about coffee production and experience local culture in the Kafa Biosphere Reserve, one of the few remaining wild coffee forests in the world. Visitors also have the chance to visit small-scale honey and spice producers – getting a real feel for rural life in this magical region.
In Uganda, in Kahangi Village, just next to Kibale National Park,13 integrated communities leading an agricultural life share their knowledge of basket weaving, cooking, beading, tea picking, and art with travellers keen to learn more about the region’s rich history , cultures and traditions.
In South Africa, Naledi Farm in Centurion, Gauteng focuses on educating young people about food systems and agriculture, while the Trail’s End Bike Hotel in Grabouw, in the Western Cape, supports adventure tourism while working with a community-driven non-profit to create employment opportunity and skills training.
These examples show how rural tourism can be a driver of economic progress while preserving cultural and agricultural heritage. With the right investment and strategic development, rural tourism has the potential to become a defining pillar of Africa’s tourism industry. The opportunity is there.
The International Air Transport Association (IATA) reports that global passenger demand grew by 10% in January 2025 compared to the previous year, marking a strong start to the year. Capacity increased by 7.1%, and the load factor hit a record 82.1% for January.
Key Highlights
International demand rose 12.4%, with Asia-Pacific airlines leading growth at 21.8%.
Domestic demand increased 6.1%, driven by India (+17.1%), Japan (+12.1%), and China (+10.0%).
All regions saw growth, with Asia-Pacific (16.1%) and Africa (15.0%) showing the highest increases.
Latin America was the only region where load factors declined (-1.5 ppt).
IATA’s Willie Walsh attributed the surge to strong market confidence and passenger demand, despite ongoing supply chain challenges. Surveys indicate 94% of travellers plan to maintain or increase travel in 2025, reinforcing positive industry momentum.
Africa set to revolutionise the aviation industry with the Open Skies Treaty making travel more affordable.
The Single African Air Transport Market (SAATM) is an initiative that aims to create a unified air transportation market across Africa.
The SAATM is more commonly referred to as the Open Skies Treaty In Africa. It was started in January 2018 by The African Union (AU). The project looks to liberalise the aviation industry in Africa and is a key part of the African Union’s Agenda 2063.
The SAATM has recently gained momentum, with 39 nations joining the initiative. A number of goals will be achieved in this African aviation project, including lifting market access restrictions for airlines. Other aims include granting each nation extended air traffic rights, removing restrictions on ownership and liberalising capacity limits and flight frequency.
Speaking at a press conference at the AU Summit, Amani Abou-Zeid, Commissioner for Infrastructure and Energy of the African Union Commission, spoke of SAATM’s progress.
She said: “I am happy to say that we have 39 nations that have joined a single African air transport market, representing about one billion Africans. “The market aims to reduce the cost and waiting of travellers by almost 20%.”
Abou-Zeid further added how the production of Sustainable Aviation Fuel (SAF) will use renewable sources.
SAF is expected to reduce gas emissions by between 60 and 100% compared to normal jet fuels.
“To position Africa as a leader in the emerging green hydrogen market, the AU has developed a Green Hydrogen Strategy and Action Plan, outlining policy and technical priorities for establishing a competitive green hydrogen sector,” she added. According to the African Development Bank, and other analysts, the SAATM will help to revolutionise the aviation industry by making flights cheaper, increasing economic benefits and having greater passenger volumes.
Despite the expected success of this initiative, some African governments have criticized SAATM.
The Ugandan government believes SAATM could lead to a few major airlines dominating the market and, therefore, stifling competition.
The government is targeting 10 million domestic tourists this year, Tourism and Wildlife Cabinet Secretary Rebecca Miano has said.
Miano said that the government is working on a plan to encourage more local travel through marketing campaigns and development of attractive domestic tourism packages.
With a robust recovery and growth in the tourism sector, the CS said local tourists have expressed a heightened interest in local tourism facilities across the country.
“We saw an upward surge in domestic tourism numbers last year where 5 million tourists visited the various facilities. This shows an increase as compared to successive years,” she said.
During that period, the country earned Sh452 billion in foreign earnings, up from Sh377billion in 2023 which represented a 20 percent increase that the CS attributed to aggressive marketing campaigns and tourism products.
She, however, noted that a large number of local tourists were not properly documented as some visited guest houses and Airbnbs which are not in the government’s records.
Miano made the remarks while commissioning the newly refurbished Maasai Mara Research Centre in Narok county on Friday.
She also revealed that the state is also targeting 3 million international tourists this year up from the 2.4 million who toured the country last year and that the government has sought other markets to increase international visitors.
“We have now diversified our products to new markets like Poland, Czech Republic, Australia who are now heavily coming into our country while USA and Uganda have remained our source markets and China and India continue to remain resilient,” said Miano.
On his part, Narok Governor Patrick Ole Ntutu said the close relations between his administration and the Wildlife Research and Training Institute is a testament of strong collaboration among the two institutions supported by the recent established framework agreement.
The partnership, he said, is a significant step towards enhancing research and monitoring within Maasai Mara national reserve, a landscape that has long been at the forefront of ecological studies.
While Masai Mara boasts a rich legacy of ecological research, the county boss said it is imperative that such research is directly applicable to the practical management of the Reserve.
“Historically, much of the scientific work done here has not always translated into actionable conservation strategies.”
“This is an issue we must address and I’m proud to note that the refurbishment and upgrading of this research station is a critical step in aligning research efforts with the urgent needs of conservation and sustainable management in the Mara ecosystem,” said Ntutu.
He added that his administration is actively recruiting reserve ecologists and veterinary experts who will play a pivotal role in strengthening research and conservation efforts in the Masai Mara.
“This investment in human capital underscores our commitment to evidence-based decision-making in the management of this globally significant ecosystem,” the county chief said.
In attendance were Wildlife Principal Secretary Silvia Museiya, Wildlife Research and Training Institute (WRTI) chairperson David Nkedienye, WRTI CEO Patrick Omondi and Narok executive in charge of tourism Jackson Sipitiek.
