The Holiday Tourism Fair was held at the Sarit Expo Centre, bringing together airlines, hotels, travel agents, tour operators and destination management companies in one of the country’s most dynamic travel trade gatherings.
The event, organised by the Sarit Centre and held from 18–22 March 2026, once again transformed the exhibition halls into a bustling marketplace of travel ideas, holiday deals and industry dialogue. Colourful destination displays, promotional offers and lively conversations filled the venue as tourism stakeholders connected, negotiated and explored new ways to grow the sector.
A key partner at the fair was the Kenya Association of Travel Agents (KATA), whose long-standing collaboration with the Sarit Expo Centre helped establish the event as a consistent fixture in Kenya’s tourism calendar. Over the years, the partnership has created an important meeting ground where travel agents engage directly with airlines, hotels and destination partners, strengthening relationships and opening new commercial opportunities.
For travel agents, the fair offered far more than exhibition space. It served as a strategic platform to discover new travel products, track shifting consumer preferences and interact with partners who shape the global travel experience. Deals were discussed over coffee, new destinations were pitched enthusiastically, and partnerships were forged that may eventually turn into the next popular holiday package.
Across the exhibition halls, visitors explored product showcases and interactive sessions highlighting emerging industry priorities such as green tourism, digital transformation and regional cooperation. These conversations reflected a wider recognition that tourism must evolve — embracing technology, sustainability and collaboration to remain competitive in a rapidly changing global market.
Speaking during the opening ceremony, KATA CEO Nicanor Sabula underscored the importance of the fair as a platform for engagement across the tourism value chain.
“The Holiday Tourism Fair has become a hub for meaningful engagement between travel agents, tour operators, and destination partners,” he said. “It represents the spirit of innovation and unity that continues to define Kenya’s tourism recovery and transformation.”
Sabula noted that events like the fair played a crucial role in strengthening the position of travel agents within the tourism ecosystem. As travel increasingly becomes technology-driven, agents are exploring digital tools that help them serve customers faster, personalise travel experiences and compete in a highly connected global marketplace.
Through industry advocacy and innovation initiatives, KATA continues to encourage travel professionals to adopt modern technologies that improve efficiency and unlock new growth opportunities across both domestic and international markets.
The fair also highlighted the continued partnership between the Kenya Association of Travel Agents and the Sarit Centre — a collaboration that has helped sustain the event as a key platform for the travel trade.
Sarit Centre CEO Sarit Shah praised the partnership and the role the fair has played in showcasing the vibrancy of Kenya’s tourism sector.
“For years, this event has showcased the best of what our industry has to offer,” he said. “We are proud to host partners who are not only marketing travel but also shaping the future of tourism through sustainable and inclusive practices.”
Beyond the exhibition booths and destination brochures, the Holiday Tourism Fair reinforced a message shared by industry leaders: that the future of tourism in Kenya will depend on strong partnerships, continuous innovation and a commitment to sustainability.
For travel agents, tour operators and tourism partners, the fair was not just about selling the next holiday — it was about building the relationships, ideas and solutions that will shape the next chapter of Kenya’s tourism story.
