If history is any guide, August 2026 will once again be Kenya’s busiest tourism month.

The latest Kenya National Bureau of Statistics (KNBS) Economic Survey shows that August recorded the highest number of international visitor arrivals in 2025, welcoming 277,155 visitors—more than any other month of the year. July followed with 257,044 arrivals, while December recorded 238,210.

For Kenya’s travel agents, the figures are more than just statistics. They are a planning tool.

With holidaymakers accounting for 47.8 per cent of all international arrivals in 2025, August remains the peak period for leisure travel. That means agencies should already be locking in hotel allocations, negotiating rates with suppliers and confirming transport capacity months before the rush begins.

Accommodation in key destinations such as the Maasai Mara, Amboseli, Samburu, Naivasha and the Coast is expected to experience strong demand, particularly as international arrivals continue their upward trajectory. Overall, Kenya welcomed 2.55 million international visitors in 2025, a 6.2 per cent increase from the previous year.

For travel consultants, early packaging will be critical.

Rather than selling accommodation and transport separately, agencies can create bundled experiences that combine wildlife, beach, cultural and adventure products, giving travellers more value while improving margins. Family packages, migration safaris, fly-and-drive holidays and luxury bush-and-beach itineraries are likely to remain strong performers during the school holiday season.

The data also presents an opportunity to extend visitor stays.

Instead of limiting clients to a traditional seven-day Kenya itinerary, travel agents can introduce regional extensions through improved African air connectivity. With direct services linking Nairobi to destinations such as Luanda, Zanzibar, Kigali, Entebbe and Johannesburg, multi-country itineraries are becoming increasingly practical for international visitors seeking to experience more of Africa in a single trip.

August is also an ideal time to promote Kenya’s Meetings, Incentives, Conferences and Exhibitions (MICE) offering. While holiday travel dominates the month, business travellers can be encouraged to add pre- or post-conference leisure experiences, creating additional revenue opportunities for agents.

The KNBS report also highlighted a 12.6 per cent increase in hotel bed-nights and growth in visits to national parks and game reserves, reinforcing continued demand for Kenya’s core tourism products.

For destination management companies, the peak season is equally an opportunity to showcase lesser-known destinations. Beyond the Maasai Mara, travellers can be introduced to Meru National Park, Shimba Hills, Saiwa Swamp, Ruma National Park, Kakamega Forest and northern Kenya experiences, helping disperse visitor traffic while creating fresh itineraries for repeat guests.

The message for the travel trade is clear. August is no longer simply Kenya’s busiest tourism month—it is the industry’s biggest commercial opportunity. Agencies that prepare early by securing inventory, developing innovative packages, embracing regional partnerships and targeting holiday travellers stand to benefit the most when the peak season arrives.

Kenyan travel agents looking to diversify their African product offering may have a new destination to add to their portfolios as Angola accelerates efforts to position itself among the continent’s emerging tourism hotspots.

The country recorded a 28 per cent growth in international visitor arrivals in 2025, according to UN Tourism, and is backing that momentum with investments in conservation, community tourism, skills development and stronger aviation links.

For Kenya’s travel trade, the timing is significant.

Since September 2025, TAAG Angola Airlines has operated direct flights between Nairobi and Luanda three times a week—every Monday, Thursday and Saturday—using an Airbus A220-300. The four-hour service has significantly shortened travel time between East and Southern Africa, creating new opportunities for leisure, business and MICE travel.

The route also makes it easier for Kenyan travel agents to build multi-country African itineraries.

Instead of selling Kenya in isolation, agents can now package experiences that combine East and Southern Africa. An international traveller arriving in Nairobi for a Maasai Mara safari, Amboseli adventure or a Diani beach holiday can extend the journey with a few days in Angola, experiencing a completely different side of Africa without leaving the continent.

Likewise, Kenyan outbound travellers seeking destinations beyond the traditional South Africa, Namibia and Botswana circuit now have direct access to one of Africa’s least explored tourism markets.

Angola’s appeal lies in experiences that are still relatively untouched by mass tourism.

Nature lovers can explore Kissama National Park, renowned for its elephant and giraffe populations, or venture south to Iona National Park, where desert landscapes meet the Atlantic Ocean. Adventure travellers are drawn to the spectacular Kalandula Falls—among Africa’s largest waterfalls—while history and culture enthusiasts can discover Luanda’s colonial architecture, the hilltop Fortaleza de São Miguel, the Atlantic waterfront, museums and the country’s rich Portuguese-African heritage. Along the coast, destinations such as Cabo Ledo are gaining recognition for surfing and beach tourism.

Rather than investing solely in large resort developments, Angola is promoting community-based tourism that connects visitors with local guides, family-owned accommodation, traditional cuisine, artisans and cultural festivals. The approach reflects growing demand from travellers seeking authentic experiences and meaningful engagement with local communities.

The strategy also aligns with a broader shift taking place across African tourism.

Industry leaders meeting at the Global Tourism Forum Angola emphasised that stronger airline networks, collaborative destination marketing and partnerships between African tourism boards will be critical in growing intra-African travel.

For Kenyan travel agents, that presents an opportunity to rethink how African holidays are sold.

Instead of marketing individual destinations, the future may lie in cross-border packages that encourage visitors to spend more time—and more money—exploring the continent. A Kenya-Angola itinerary could combine wildlife safaris in the Maasai Mara with Angola’s dramatic landscapes, Atlantic coastline and cultural heritage. Business travellers attending meetings in Nairobi could also be encouraged to extend their stay with a short break in Luanda, while Angolan visitors can be introduced to Kenya’s renowned safari and coastal experiences.

As Africa continues investing in better air connectivity, destinations such as Angola are becoming more accessible than ever before. For Kenya’s travel trade, the new direct link is more than another air route—it is an opportunity to expand product offerings, strengthen intra-African tourism and showcase the continent as a collection of complementary experiences rather than competing destinations.

The corporate travel industry is having an AI moment. You can feel it in nearly every conference session, supplier pitch, product announcement and buyer conversation. 

Everyone is talking about artificial intelligence, and much of that conversation is useful. AI has the potential to make travel programmes smarter, faster and more responsive. It can help teams identify patterns, reduce friction, improve service and make better decisions with better information.

But there is also quite a bit of theatre right now. 

Too often, AI is presented with more fanfare than substance. It shows up in splashy announcements and with broad claims about transformation, but it’s not always clear how the technology solves real problems inside a travel programme. That is where the scrutiny needs to begin, because the real opportunity is not in who can talk about AI the loudest. It is in who can apply it responsibly, securely and meaningfully in ways that improve outcomes for clients and travellers.

Corporate travel buyers need to learn how to make that distinction. The question is no longer whether a TMC is “using AI.” That answer is almost always yes, at least in some form. The more useful question is whether AI is being applied with a clear purpose, proper oversight and measurable value. 

More specifically, buyers should ask their TMC: 

• What pressing client or traveller problems is AI helping solve?
• How is it making service teams, account managers or advisors more effective?
• What safeguards are in place to protect traveller data and company information?
• How are AI-enabled suppliers being vetted before they are introduced into the programme?

And perhaps most importantly, can the TMC demonstrate those tools working in a live production environment, not just in a polished demo? 

These questions matter because AI should not be evaluated by how impressive it sounds in a sales conversation. It should be evaluated by whether it improves decision-making, reduces friction, strengthens service, protects data and delivers outcomes buyers can actually see.

A tool that performs beautifully in a demo still must prove it can operate at scale, integrate into existing workflows, protect sensitive information and support the people responsible for delivering service when travellers need help most – because managed travel involves real travellers, real itineraries, real disruptions, real privacy obligations and real consequences when things go wrong.

AI must be pressure tested before it is brought into a client environment. TMCs manage personally identifiable information at scale, and that responsibility requires discipline. 

Supplier review processes should be demanding – and sometimes that will create friction with technology partners. So be it. That friction exists for a reason: to protect corporate clients and make sure any partner technology brought into the ecosystem has been put through the paces of trust, security and practical value.

Right-sizing AI

The industry also needs to be honest about what AI should and should not do. AI should make people more effective. It should help advisors, account teams and travel managers make better decisions, move faster and anticipate issues earlier. It should reduce unnecessary manual work and surface insights that might otherwise stay buried. Used well, AI can help move travel management from reactive service to proactive support. 

But AI cannot become decoration around an otherwise unchanged model. Adding AI language to a platform does not automatically create value. Buyers should be wary of any solution that sounds impressive but cannot clearly explain what problem it solves, whose work it improves, or how success will be measured. 

The future of travel management will not be defined by technology alone. It will be defined by how well technology is integrated with human judgment, operational expertise and a clear understanding of the traveller experience. People still matter deeply in this business.

Technology can reduce anxiety, speed up response and improve visibility, but it’s the people who create confidence and trust when a traveller is stuck, a programme is under pressure, or a disruption requires judgment. 

AI is already reshaping business travel. But buyers should demand more than theatre. They should ask harder questions, expect clearer answers and look for partners who can prove their AI strategy is grounded in trust, not trend-chasing.

Source: businesstravelnewseurope.com

Every leader has a signature. Some inspire through speeches. Others through bold declarations.

Dr. Joseph Kithitu has built his reputation asking questions.

“Take these numbers. Relate them to your business.” – It has become one of the defining lines of his leadership.

When addressing travel agents at industry forums, the Chairman of the Kenya Association of Travel Agents (KATA) has developed a habit of turning statistics into strategy sessions. BSP sales. Profit. Loss. Passenger trends. Industry performance.

Many leaders stop there. The numbers speak for themselves.

Dr. Kithitu is rarely interested in applause. Instead, he challenges the room. “Take these numbers. Relate them to your business. Are you keeping pace or are you being left behind?”

Suddenly, the presentation is no longer about Kenya’s travel industry. It becomes about every business owner in the room.

It is a deceptively simple leadership style. One that refuses to allow success to become complacency. Statistics are never the destination. They are the starting point for asking harder questions, challenging assumptions, and encouraging businesses to evolve.

Many view figures as a representation of growth. Dr. Kithitu sees something else.
A responsibility. To him, Industry growth means very little if individual businesses are not growing alongside it.

This week, his philosophy received regional recognition.

Meeting during the 2026 AESATA Travel Agents’ Conference in Livingstone, Zambia, the Board of the Association of Eastern and Southern Africa Travel Agents (AESATA) elected Dr. Joseph Kithitu as its new President, succeeding Tanzania’s Moustafa Khataw.

For many, the announcement was a moment of celebration. For those who have watched KATA’s transformation over the past few years, it felt more like the next logical chapter.

Strong industries are built on strong institutions.

Few people understand that better than Dr. Kithitu.

Long before assuming regional leadership, he had already begun reshaping KATA from a traditional membership organisation into an institution whose influence increasingly extends beyond its membership.

The results are difficult to ignore.

Over the past four years, KATA’s membership has grown by more than 70 per cent, transforming it into one of the country’s most representative travel industry associations. Growth on that scale reflects more than recruitment. It reflects confidence. Confidence that the Association is advocating effectively, creating opportunities for members and ensuring that travel agents have a seat at the tables where critical decisions are made.

And that is perhaps where Dr. Kithitu’s greatest impact has been felt.

Influence.

Under his stewardship, KATA has steadily positioned itself where the industry’s most important conversations happen.

The Association secured representation on the National Air Transport Facilitation Committee (NATFC), giving travel agents a voice in discussions shaping Kenya’s aviation sector. Through CEO Nicanor Sabula’s appointment to the Tourism Regulatory Authority (TRA) Board, KATA strengthened its contribution to tourism policy and regulation.

Regionally, the Association has remained actively engaged in the IATA Agency Programme Joint Council (APJC), working alongside counterpart associations in Uganda and Tanzania to ensure East African travel agents remain represented as airline distribution undergoes its biggest transformation in decades.

Internationally, Dr. Kithitu serves on the Board of the United Federation of Travel Agents’ Associations (UFTAA), one of the world’s most influential bodies representing travel agents. His involvement at the global level has given him a front-row seat to the issues reshaping international travel – from airline distribution and technology adoption to advocacy and professional standards- an experience that now naturally feeds into his regional leadership at AESATA.

None of those milestones happened overnight.

Together, they tell the story of a chairman who has consistently believed that influence is earned by being present where decisions are made.

That influence has already translated into tangible results for the industry. KATA successfully petitioned the Government to withdraw a proposal to introduce a 16 per cent Value Added Tax (VAT) on air ticketing services. Had it been implemented, the tax would have significantly increased the cost of ticketing services, placing additional financial pressure on travellers and travel agencies alike. The reversal was widely viewed as one of KATA’s most significant advocacy victories, demonstrating the Association’s ability not only to participate in policy discussions but to influence their outcome.

But advocacy alone has never been enough.

Dr. Kithitu has repeatedly argued that the future competitiveness of travel businesses will depend on their willingness to evolve. As artificial intelligence, automation and New Distribution Capability (NDC) continue to reshape the global travel landscape, KATA has consistently encouraged members not to fear technology but to embrace it.

Under his leadership, Industry meetings have quietly become important strategy forums. They begin with numbers. They end with conversations. Travel agency owners openly debate market realities. They challenge one another. They discuss technology, profitability, changing traveller behaviour and the future of the profession. These conversations continue inside boardrooms across the country. Perhaps that explains why KATA today is increasingly viewed not merely as an association, but as an institution helping shape the future of Kenya’s travel industry.

Dr. Kithitu’s own journey reflects that same blend of financial discipline and industry leadership. A holder of a PhD in Finance, Certified Public Accountant (CPA) and Certified Secretary, he spent more than two decades in senior finance before rising to become Managing Director of Hemingways Travel. Those who have worked with him often note that while his background is finance, his leadership has always been about people.

Numbers matter. Evidence matters. But only if they change behaviour.

That mindset now moves onto a much larger stage.

AESATA brings together 13 national travel agent associations from Botswana, Comoros, Ethiopia, Kenya, Malawi, Mauritius, Rwanda, Somalia, South Africa, Tanzania, Uganda, Zambia and Zimbabwe. Collectively, they represent thousands of travel professionals working to address many of the same challenges, including fragmented air connectivity, evolving airline distribution models, rapid technological disruption, changing consumer expectations and the need for stronger regional collaboration.

Africa’s travel industry stands at an important crossroads.

The African Continental Free Trade Area (AfCFTA) is creating new opportunities for commerce. Momentum behind the Single African Air Transport Market (SAATM) continues to grow. Governments are increasingly recognising tourism as a driver of economic development.

Yet barriers remain.

High airfares. Restrictive visa regimes. Limited connectivity. Uneven technology adoption.

No single country can solve those challenges alone. That is precisely why AESATA matters.

Its role is to bring countries together, build consensus, strengthen advocacy and ensure that travel agents remain central to shaping Africa’s tourism future.

For Kenya, Dr. Kithitu’s election represents far more than national pride. It places the country’s travel industry at the centre of regional conversations on aviation, tourism policy, technology adoption and professional standards. It strengthens Kenya’s voice in discussions that will determine how Eastern and Southern Africa travels, trades and grows over the coming years.

For AESATA, it brings a leader whose track record has been defined not by grand pronouncements, but by deliberate institution-building. By asking difficult questions. By challenging businesses to think differently. By measuring success not simply through industry performance, but through the progress of individual businesses.

Perhaps that is why one sentence continues to define his leadership.

“Take these numbers. Relate them to your business.”

It is a lesson that extends well beyond balance sheets.  It is about refusing to confuse industry growth with personal progress. It is about turning opportunity into action.

And as Dr. Joseph Kithitu assumes the presidency of AESATA, it is a philosophy that now has the opportunity to shape not only Kenya’s travel industry, but the future of travel across Eastern and Southern Africa.

For decades, Africa has spoken about the promise of a single travel and tourism market. Yet travellers still face expensive airfares, fragmented airline networks, restrictive visa regimes and disconnected booking systems that often make it easier and cheaper to travel outside the continent than within it.

Bridging those gaps has become the mission of the Association of Eastern and Southern Africa Travel Agents (AESATA), a regional body that brings together 13 national travel agent associations from Botswana, Comoros, Ethiopia, Kenya, Malawi, Mauritius, Rwanda, Somalia, South Africa, Tanzania, Uganda, Zambia and Zimbabwe. Together, the member associations work to tackle shared challenges ranging from changing aviation regulations and rapid technological disruption to the need for harmonised service standards and stronger intra-African tourism networks.

It is against this backdrop that more than 200 delegates from 22 African countries converged in Livingstone, Zambia, for the 4th Annual AESATA Travel Agents’ Conference, the association’s flagship regional gathering. Under the theme “Africa in Motion,” the conference brought together an unusually broad cross-section of the travel ecosystem, including travel agencies, airlines, tourism boards, hospitality brands, policymakers, financial institutions and travel technology providers to examine one fundamental question: What will it take to move Africa together?

Over three days of keynote addresses, executive roundtables and industry discussions, one message emerged with remarkable consistency.

No single airline. No single government. No single travel agency.

Only collaboration.

A Meeting of the Entire Travel Ecosystem

Unlike many industry conferences where discussions remain within one sector, AESATA deliberately placed every player in the travel value chain in the same room.

Government officials shared the stage with airline executives. Tourism boards exchanged ideas with travel agents. Technology companies demonstrated digital solutions alongside payment providers, while hospitality brands showcased how destinations themselves can become stronger partners in regional tourism.

The diversity of delegates reflected a growing understanding that Africa’s travel challenges cannot be solved in isolation.

Regional connectivity depends as much on government policy as it does airline strategy. Travel agents remain the bridge between suppliers and travellers. Technology is becoming the infrastructure that ties the ecosystem together.

It was this interconnected approach that gave this year’s conference its significance.

Connectivity Dominated Every Conversation

If there was one word that echoed through nearly every keynote, panel discussion and networking session, it was connectivity.

Not simply the availability of flights, but the broader idea of making Africa easier to move around.

Industry leaders examined how fragmented air networks continue to suppress demand, increase travel costs and limit tourism growth despite the continent’s enormous potential.

Panel discussions explored how stronger airline partnerships, smarter distribution systems and improved regional cooperation could stimulate business travel, leisure tourism and intra-African trade simultaneously.

One of the conference’s flagship discussions, Air Travel in Africa: Unlocking Growth, Connectivity and Commerce, brought together leaders from IATA, the Airline Association of Southern Africa (AASA), Visa and travel technology provider Triply to examine aviation’s role as an economic catalyst rather than simply a transport service.

The message was clear.

Every additional route, every simplified payment process and every digital innovation has the potential to unlock entirely new travel markets across Africa.

Beyond Flights: Removing Africa’s Invisible Borders

Air connectivity was only part of the discussion.

Equally important was the recognition that many of Africa’s barriers remain administrative rather than physical.

The conference dedicated one of its headline sessions to what many delegates described as one of the continent’s biggest untapped opportunities: removing unnecessary friction from travel.

The aptly named Unblock Africa: Breaking Visa Walls, Aviation Taxes & Unlocking Africa’s Trillion-Dollar Travel Economy examined how visa restrictions, taxation and inconsistent policy frameworks continue to discourage movement between African countries.

For many delegates, improving mobility is no longer simply a tourism issue.

It is increasingly viewed as an economic imperative capable of stimulating investment, trade and regional integration.

Technology Is Becoming the Industry’s New Infrastructure

While aviation and policy dominated many conversations, technology quietly emerged as one of the conference’s strongest underlying themes.

Across presentations and exhibitions, travel technology providers demonstrated how automation, digital booking systems, payment solutions and modern distribution platforms are reshaping how African travel businesses operate.

For agencies facing rapidly changing customer expectations, digital transformation is no longer a competitive advantage.

It is becoming the cost of remaining relevant.

Rather than replacing travel agents, speakers repeatedly argued that technology should empower them—reducing manual processes, expanding product access and allowing agencies to focus on advisory services and customer relationships.

It was a reminder that the future of African travel will depend as much on digital connectivity as physical connectivity.

Redefining the Role of the Travel Agent

Perhaps one of the most thought-provoking conversations centred on the evolution of the travel agency itself.

Industry leaders challenged agencies to rethink their role in an era where travellers increasingly book online.

The future, delegates heard, lies not in competing with booking engines, but in delivering expertise, personalised service, destination knowledge and end-to-end travel solutions that technology alone cannot replicate.

Several sessions reinforced that agencies remain critical partners within the travel ecosystem—connecting airlines, hotels, destinations and travellers while supporting the growth of regional tourism.

Building Relationships Beyond the Boardroom

The conference was intentionally designed to extend beyond formal presentations.

Networking lunches, exhibitions, business meetings, a sunset cruise on the Zambezi River and the Tree of Life Gala Dinner created opportunities for conversations that often prove just as valuable as those held on stage.

For many delegates, these informal engagements are where partnerships begin—new routes are discussed, supplier relationships strengthened and cross-border collaborations initiated.

That, ultimately, is the value of gatherings like AESATA Travel Agents’ Conference.

Not simply the exchange of ideas, but the creation of relationships capable of turning those ideas into commercial opportunities.

More Than a Conference

By the time delegates gathered for the closing ceremony and the adoption of the Livingstone Declaration, one thing had become increasingly evident.

Africa’s travel industry is no longer asking whether integration is possible.

It is asking how quickly it can happen.

For three days, Livingstone became a meeting point for the continent’s travel decision-makers.

But perhaps the most important outcome was not a keynote speech, a panel discussion or even a declaration.

It was the growing consensus that Africa’s travel future will not be built by individual markets acting alone.

It will be built by governments, airlines, travel agents, tourism boards and technology providers moving in the same direction.

Because if this year’s AESATA Conference demonstrated anything, it is that Africa in Motion is no longer just a conference theme.

It is becoming the strategy shaping the continent’s next era of travel.

South Africa’s launch of an Electronic Travel Authorisation (ETA) system has generated considerable interest across the travel industry, but for Kenyan travellers, the new digital platform changes very little.

The reason is straightforward: Kenyans already enjoy visa-free entry into South Africa for short stays of up to 90 days under a bilateral agreement that came into effect in January 2023. As a result, they are not required to obtain a visitor visa—and consequently do not need the new Electronic Travel Authorisation that is designed to replace the traditional visa application process.

The ETA forms part of South Africa’s broader efforts to modernise its immigration system by digitising travel authorisations for eligible foreign nationals. Instead of submitting paper applications or visiting embassies and consulates, travellers from visa-required countries will be able to apply online, upload supporting documents, receive electronic approval and have the authorisation digitally linked to their passports before departure.

The Department of Home Affairs says the system is intended to simplify visa procedures, reduce processing times, improve traveller convenience and strengthen border security through advanced digital verification.

Unlike conventional visas that often require physical documentation and manual processing, the ETA will offer a fully online application process, allowing applicants to track the progress of their requests and receive decisions electronically.

However, the system is being introduced in phases and will initially be available only to travellers from selected visa-required countries. The Department of Home Affairs has indicated that additional nationalities will be added over time.

For Kenya, however, the phased rollout is largely academic. Since Kenyan passport holders travelling for tourism or business do not currently require visas for short visits, they fall outside the primary target group for the ETA.

Travel agents have therefore been advised not to confuse the new system with a new travel requirement for Kenyans.

Instead, Kenyan travellers should continue travelling under the existing visa-free arrangement, ensuring they hold a valid passport and comply with normal immigration requirements. As with all international travel, South African immigration officials retain the final authority to admit travellers at the port of entry, even where a visitor is visa-exempt.

While the ETA does not immediately affect Kenyan travellers, it is expected to significantly improve travel for visitors from countries that currently require South African visas. By eliminating embassy visits and paper-based applications, the digital platform is expected to reduce administrative burdens, improve booking confidence for travel agents and airlines, and make South Africa a more competitive destination.

For the Kenyan travel trade, the development is nonetheless worth monitoring. The digital transformation of South Africa’s immigration system is likely to streamline travel across key source markets, potentially boosting visitor numbers to one of Africa’s leading tourism and business destinations.

For now, however, the message for Kenyan travellers is clear: South Africa’s new Electronic Travel Authorisation is not a replacement for the visa-free access they already enjoy. Until the two governments announce any changes to the existing bilateral visa waiver agreement, Kenyans can continue travelling to South Africa for eligible short visits without applying for either a traditional visa or the new ETA.

If there was one myth Juanita Vorster wanted the room to leave behind, it was this: that the future of work can be explained by generational labels.

Addressing more than 350 delegates at the 2026 Kenya Association of Travel Agents (KATA) AGM & Convention in Mombasa, the renowned strategist and international speaker challenged travel industry leaders to rethink how they attract, manage, and retain talent in an increasingly diverse workplace.

Her session, “The Future Workforce: Managing Gen Z and Preparing for Gen Alpha,” was not a lesson about generations. It was a lesson about people.

“The common misconception is that Gen Z are not patient,” she observed. “Every generation has characteristics we can complain about. Let’s not focus on that. When we talk about generations, we get annoyed.”

For Juanita, that annoyance has become a distraction.

“If we continue getting annoyed, we cannot have a winning industry.” Instead of asking whether Gen Z behaves differently, leaders should be asking a more meaningful question. “It is not how we experience behaviour but what drives behaviour.”

That shift in thinking formed the foundation of her message throughout the session. Labels, she argued, rarely solve workplace challenges. Understanding people does.

“Remove the labels of generational tags. Knowing a generational label is not going to help you.” As organizations prepare for Generation Alpha while continuing to manage multigenerational teams, she encouraged delegates to stop trying to minimize differences. “The differences in the industry will remain. The focus should never be on minimizing them. We need to work with them.”

Her message resonated strongly with the convention’s theme, “The Journey: Build to Last.” Sustainable organizations are not built by making everyone the same, but by creating environments where different perspectives strengthen the whole. For travel agents, she reminded delegates, understanding people is also central to serving customers. “The travel agent is there to reduce friction throughout the customer’s travel period.”

That same philosophy, she suggested, should extend to leadership—removing friction for employees through better communication, clearer expectations and stronger workplace experiences.

One of the biggest mistakes leaders make, according to Juanita, is believing that simply sharing information automatically changes behaviour. “More information does not equal more influence.” Leadership, she explained, is less about talking and more about understanding. “Acknowledgment is not understanding.” Instead, organizations need to communicate differently. “We need to ask differently; communication, understanding, and checking the obvious.”

She also warned against making assumptions. “The moment we assume, it becomes difficult. Don’t just help—be a helpful help.” As companies compete for talent, Juanita urged leaders to think beyond qualifications and focus on the experiences they create for employees. “The first question should be: what type of experience do I need?” And when technical skills are missing? “If you can’t find the skills, train for aptitude and model for attitude.” It was a reminder that great organizations invest not only in capability, but in potential.

At the same time, she emphasized that creating inclusive workplaces should never come at the expense of accountability. “No person in the business—young or old—should be allowed to get away without consequences.” Fairness, she argued, is one of the foundations of trust.

Returning to the convention’s central message of building for the future, Juanita delivered perhaps her most memorable quote of the session. “If we don’t allow other people in, we cannot Build To Last.” Those few words captured the essence of her presentation. Future-fit organizations are built by embracing new ideas, welcoming different generations, developing talent, and creating cultures where people feel they belong.

“We have to have a future-fit workforce. We can create because we allow each other in.” She concluded by reminding delegates that lasting organizations are sustained by connection. “Keeping people connected… if we let others in, we would have built to last.”

As travel and tourism continue to evolve, technology will change, customer expectations will shift, and new generations will enter the workforce. But Juanita Vorster left delegates with a simple truth that transcends every trend.

The future of work isn’t about Gen Z. It isn’t about Gen Alpha. It is about understanding people well enough to build workplaces where every generation can thrive together.

Because only then can organizations truly build to last.

Every industry has its boardroom.

For Kenya’s travel trade, it increasingly looks like a KATA Chairman’s Breakfast.

There are no breaking news announcements. No ribbon cuttings. No grand product launches.

Instead, there are numbers. Big numbers.

The kind that tells the story of an industry far better than opinion ever could.

At this week’s Chairman’s Breakfast Meeting, KATA Chairman Dr. Joseph Kithitu walked members through Kenya’s latest BSP performance, painting a picture of an industry that is not merely recovering but growing. The headline figure was impossible to ignore.

USD 241.8 million.

That is what Kenya recorded in BSP sales by May 2026, representing a 10 per cent increase over the same period in 2025. April emerged as the standout month with an impressive 24.7 per cent year-on-year growth, while cash sales accounted for 91.3 per cent of total transactions. Evidence of strong liquidity and sustained consumer demand.

Those figures alone translate into tens of billions of shillings moving through Kenya’s aviation and travel ecosystem. Yet even those numbers tell only part of the story.

BSP captures airline ticket sales processed through IATA’s settlement system. Today’s travel market extends well beyond that. Direct airline bookings, NDC transactions, online travel platforms, and other distribution channels continue to account for an increasing share of airline sales.

In other words, the actual value of Kenya’s travel economy is considerably larger than the figures presented on the screen. For many businesses, that would have been enough. Celebrate the growth. Applaud the numbers. Move on.

Instead, the Chairman asked a far more uncomfortable question.

“Take these numbers, relate them to your business. Are you keeping pace or are you being left behind?”

That changed the atmosphere in the room. The presentation stopped being about national performance. It became personal because industry growth means very little if individual businesses are not growing alongside it.

The numbers had done their job. Now came the conversation.

One by one, travel agency owners picked up the microphone and spoke passionately about the state of the market. Business is growing. Travel demand is returning with remarkable strength. Some of Kenya’s leading agencies are handling more enquiries than they can comfortably manage. The opportunity exists.

The challenge is ensuring more agencies are positioned to benefit from it.

Repeatedly, speakers returned to one simple idea. Growth is not accidental. It is a choice—a decision to invest. A decision to modernise.  A decision to rethink the way business is done. That naturally brought the discussion to the technologies redefining global travel.

Artificial Intelligence. New Distribution Capability (NDC). Automation. Digital booking ecosystems.

For years, much of the conversation around these technologies has centred on disruption and uncertainty.

This room viewed them differently. The consensus was strikingly clear.

Don’t fight technology. Don’t fight AI. Don’t fight NDC. Embrace them.

The agencies that will thrive over the next decade will not necessarily be the largest. They will be the ones quickest to adapt, quickest to learn, and quickest to use technology to create better experiences for travellers.

Perhaps the most encouraging aspect of the morning was not the data itself but the willingness of members to openly debate what it means. The conversations were candid. Experienced agency owners shared what they were seeing in the market. Others spoke honestly about the pressures facing smaller businesses. There was an acknowledgement that while the industry is growing, not everyone is growing at the same pace.

That is precisely why these meetings matter.

Markets do not transform because statistics improve. They transform when businesses respond to those statistics.

The Chairman’s Breakfast has quietly become one of the few spaces where the industry pauses long enough to analyse itself. Not through speculation, but through evidence.

The partnership with RateHawk, which is celebrating its tenth anniversary this year, added another layer to the discussion. Insights shared by Ratehawk’s leadership reinforced how global distribution, technology, and changing traveller behaviour are reshaping opportunities for African travel businesses.

But perhaps the most valuable lesson from the morning was that data, on its own, changes nothing.

Numbers inform. People decide.

The USD 241.8 million was never the destination. It was the starting point.

It challenged every agency in the room to ask whether it was merely witnessing Kenya’s travel industry’s growth or actively participating in it.

That is what increasingly defines KATA Chairman Breakfast Meetings. They begin with statistics. They evolve into a strategy.

And long after the coffee cups are cleared away, the conversations continue inside boardrooms, across agency offices, and among industry leaders making decisions that will determine who captures the next wave of growth.

In an industry moving as quickly as travel, those conversations may be every bit as valuable as the numbers that spark them.