The Kenya Association of Travel Agents (KATA) has praised the recently concluded Magical Kenya Travel Expo (MKTE) 2024 as a significant driver in helping Kenya achieve its goal of attracting 2.5 million tourists by the end of the year.
Speaking at the event, KATA Chairperson Dr. Joseph Kithitu highlighted MKTE 2024 as a pivotal platform for marketing Africa as a top travel destination. He encouraged industry stakeholders to continue participating in future expos to tap into emerging markets and keep Kenya at the forefront of global tourism.
“Kenya is the launchpad for Africa, and MKTE is the ideal platform for marketing the continent. With 1.8 million tourists already visiting Kenya by August, we are well on track to meet our target. Ongoing marketing efforts through expos like MKTE will showcase Kenya’s unique attractions to a global audience. The prospects are promising, and we anticipate an even bigger and better market presence at MKTE 2025,” said Dr. Kithitu.
Boosting Global Exposure
Kenya Tourism Board (KTB) CEO June Chepkemei, the event host, underscored the importance of the expo in elevating Kenya’s position as a preferred destination. The expo attracted over 180 international buyers from 35 countries, along with 4,000 delegates and 417 exhibitors.
“This exceptional turnout has greatly boosted our tourism industry. International buyers experienced Kenya’s diverse offerings firsthand and established valuable partnerships with local stakeholders, positioning Kenya to attract more visitors,” said Chepkemei. She reaffirmed KTB’s commitment to providing platforms that enable Kenya’s travel trade to access global markets cost-effectively.
Collaborations and Talent Development
In addition to engaging international buyers, MKTE 2024 fostered collaboration between tourism boards across Africa, discussing strategies for repositioning the continent’s travel fairs to match globally established exhibitions.
The expo also focused on growing the industry’s talent pipeline, with representatives from 17 universities present to discuss ways to nurture young talent. Chepkemei emphasized that such partnerships are crucial for creating jobs and opportunities for youth in the sector.
New Direct Flights from Asia to Nairobi
KATA CEO Nicanor Sabula commended the strategic move by AirAsia X (AAX) to introduce direct flights connecting Kuala Lumpur to Nairobi. This initiative is expected to enhance connectivity between Asia and Africa, driving tourism growth in both regions.
“The Asia-Pacific market is becoming increasingly important for Kenya, with over 320,000 tourists visiting in 2023. This new direct connection will stimulate economic growth, create opportunities for local businesses, and further position Kenya as a key destination for global travellers, particularly from Asia,” said Sabula. The flights, set to begin on November 15, 2024, will operate four times weekly.
Expanding Kenya’s Tourism Segments
A key highlight of the expo was the launch of the Digital Nomad Work Permit and the Transit and Long Connection Travellers Electronic Travel Authorisation (ETA) by President William Ruto. These initiatives aim to attract digital nomads and long-haul travellers, offering them the chance to explore Kenya’s diverse attractions seamlessly.
With these innovations and ongoing efforts, Kenya’s tourism sector is poised to continue its upward trajectory, positioning the country as a global tourism powerhouse.
