In a move set to enhance operational efficiency for Kenya’s travel industry, the Kenya Association of Travel Agents (KATA) has signed a Memorandum of Understanding (MoU) with Rubis Energy Kenya. The partnership aims to provide KATA members with exclusive fuel benefits and strengthen support for the country’s travel and tourism sector.
Under the agreement, KATA members will gain access to personalized Rubis fuel cards, which offer a KES 4 per litre discount at service stations nationwide. The initiative is designed to deliver convenience, security, and significant cost savings for travel agencies and their staff, with options for both prepaid and postpaid card usage to simplify fuel management.
Olivier Sabrié, Group Managing Director of Rubis Energy Kenya, said the company was excited to partner with KATA to support travel agents across the country. “This initiative provides tangible benefits to travel agencies’ operations and demonstrates Rubis’ commitment to empowering the industry,” he remarked.
Dr. Joseph Kithitu, KATA Chairman, highlighted the strategic value of the collaboration, noting that it reflects the association’s ongoing commitment to improving efficiency and delivering cost-saving opportunities for its members. “By merging Rubis’ extensive retail network with KATA’s leadership in the travel industry, this partnership strengthens sustainability, competitiveness, and growth for travel agencies nationwide,” Dr. Kithitu said.
KATA members can register for the fuel cards by submitting the required documentation through the association. Rubis Energy will oversee the issuance and distribution of the cards, ensuring timely delivery and seamless access for all registered participants.
The collaboration marks a significant step in supporting Kenya’s travel sector, enabling agencies to operate more efficiently while maximizing cost savings.
Kenyan travelers and the travel industry are set to benefit from enhanced connectivity to Saudi Arabia, as Saudi Arabian low-cost carrier flynas announces the launch of three weekly direct flights between Riyadh and Nairobi starting 2 October 2025. The airline will operate the route using modern A320neo aircraft, offering passengers a comfortable and convenient travel experience.
The flights are scheduled to depart Riyadh on Thursdays, Saturdays, and Tuesdays at 22:00, arriving in Nairobi at 03:10 the following day. The return flights will leave Nairobi at 04:00 on Fridays, Sundays, and Wednesdays, landing in Riyadh at 09:00.
This new connection comes at a strategic time, coinciding with Riyadh Season 2025, one of the Middle East’s largest entertainment and cultural festivals. The event presents Kenyan travelers with an opportunity to explore world-class performances, shopping, dining, and unique cultural experiences, while also encouraging travel agents to create compelling leisure packages that combine the festival with other Saudi attractions.
KATA (Kenya Association of Travel Agents) recently hosted a courtesy visit from flynas Senior Sales Executive – Africa, Mohamed Elsamman, and Country Representative, Mercy Wambui, ahead of the inaugural flight. The association hailed the route as a milestone for tourism, trade, and religious travel, opening wider opportunities for Umrah and Hajj packages, business tourism, and leisure travel, while strengthening Nairobi’s position as a regional hub.
“Connecting Riyadh and Nairobi is a game-changer for both countries. It makes travel more convenient and affordable, supports Kenya’s tourism sector, and creates new business opportunities on both sides,” said Mohamed Elsamman. KATA CEO Nicanor Sabula added, “We welcome flynas to the Kenyan market and look forward to leveraging this new route to grow tourism, trade, and cultural exchange.”
Kenya becomes the fourth East African destination in flynas’ African network, joining Addis Ababa, Entebbe, and Djibouti. The move aligns with Saudi Arabia’s National Civil Aviation Strategy, which aims to connect the Kingdom to 250 international destinations, accommodate 330 million passengers, and host 150 million tourists annually by 2030. It also supports the Pilgrims Experience Program (PEP), facilitating access to the Two Holy Mosques.
The new flights not only provide Kenyan travelers with direct access to Saudi Arabia for leisure, business, and religious purposes but also open the door for more visitors and investors from the Kingdom, strengthening bilateral trade and cultural ties.
With the inaugural flight set for 3 October 2025, travel agents and industry stakeholders are encouraged to start promoting attractive packages and offers to capitalize on this new route and the growing demand for Saudi Arabia as a destination.
More routes. More opportunities. More value for travelers and agents alike.
The Coast region came alive as the Kenya Association of Travel Agents (KATA) coast members joined partners and stakeholders in a rich culmination of activities marking UN World Tourism Week 2025. The celebrations kicked off on 25th September with a warm ‘Meet & Greet’ at Moi International Airport for guests arriving at the Coast. The initiative brought together key industry players, government officials, and airlines. Representing KATA in the week’s activities were Chairman Dr. Joseph Kithitu, CEO Nic Sabula, Coast Liaison Patrick Kamanga, and Board Directors Said Tahir and Grace Ndung’u, all underscoring the collaborative spirit behind this year’s celebrations.
“Tourism is about people, connection, and shared responsibility,” said Dr. Joseph Kithitu. “This week demonstrates how partnerships can shape a stronger and more sustainable future for our industry.”
Green March, Tree Planting, and Cultural Celebrations
On 27th September, World Tourism Day itself, attention turned to sustainability and cultural preservation. The day began with a Green March, bringing together stakeholders and participants in a public display of solidarity for responsible tourism. The march led to a tree planting exercise, where KATA Coast members reaffirmed the importance of environmental stewardship.
“Planting trees is a practical commitment to combating climate change, restoring ecosystems, and creating greener destinations for both local communities and future travelers,” said CEO Nic Sabula. “It reflects our wider mission to promote sustainable travel practices that preserve Kenya’s natural heritage.”
The environmental activities were followed by a grand procession to Mama Ngina Waterfront, where thrilling safari drives and immersive virtual reality experiences, vibrant cultural dances, and community celebrations highlighted the diversity and richness of Kenya’s Coast. The performances were complemented by speeches from Cabinet Secretary for Tourism Hon. Rebecca Miano, Principal Secretary John Ololtuaa, Mombasa Governor Abdullswamad Sherrif Nassir, and top KATA leadership.
Speaking at the Waterfront, CS Miano highlighted the sector’s collaborative and sustainable focus. “World Tourism Day reminds us that travel & tourism are not only economic drivers but also tools to preserve our culture, empower communities, and protect the environment. Together, with industry stakeholders and communities, we can build a sector that is inclusive, resilient, and sustainable. “She said.
Innovation and Partnerships Driving Tourism Forward
This year’s celebrations also showcased innovation that included virtual reality, which could be used to “transport” visitors to Kenya’s top destinations, alongside traditional safari drives. Airlines, including Safarilink and Kenya Airways, joined KATA to highlight how collaboration between aviation and travel stakeholders strengthens connectivity and enhances visitor experiences.
“What does it take to build a stronger, more sustainable future for tourism? Collaboration,” said Patrick Kamanga, KATA Coast Liaison. “Working together ensures tourism benefits everyone, from visitors to local communities.”
A Shared Commitment to Sustainable and Inclusive Tourism
The UN World Tourism Week 2025 celebrations at the Coast reinforced the message that sustainable tourism requires united action. From symbolic gestures like tree planting to immersive cultural and technological experiences, each activity underlined the sector’s commitment to responsible, inclusive, and people-centered growth.
“As we celebrate World Tourism Day, we reaffirm our commitment to promoting responsible travel, preserving our cultural heritage, and fostering connections across communities,” asserted Dr. Joseph Kithitu. “Tourism has the power to connect, inspire, and transform lives, and it is our shared responsibility to ensure it thrives sustainably.”
Through these efforts, Kenya continues to position itself as a leading tourism destination where cultural pride, innovation, and environmental stewardship go hand in hand.
Travelport, a corporate member of the Kenya Association of Travel Agents (KATA), in partnership with Kenya Airways, recently hosted a group of Kenyan travel consultants on a familiarization trip to Cape Town, South Africa. The initiative was designed to deepen agents’ destination knowledge while offering them first-hand experiences to share with their clients.
The consultants explored some of Cape Town’s most celebrated attractions. From hiking up the iconic Table Mountain to strolling through the bustling V&A Waterfront, the itinerary showcased both adventure and culture. The group also visited the penguin colony at Boulders Beach and travelled to Cape Point, where the Atlantic and Indian Oceans meet.
Other highlights included a stop at an ostrich farm, the scenic Chapman’s Peak drive, and the colorful streets of the historic Bo-Kaap district. Each experience provided the consultants with insights into Cape Town’s unique offerings, from natural wonders to cultural heritage.
Familiarization trips are a key tool in equipping travel consultants with the expertise needed to recommend destinations confidently. By seeing and experiencing the attractions first-hand, agents are better positioned to craft authentic itineraries and deliver personalized advice to clients.
For KATA, the trip underscores the importance of strategic industry partnerships. Collaborations such as this empower travel consultants with practical knowledge, enhance professionalism across the sector, and ultimately inspire excellence in service delivery.
As the travel industry continues to recover and innovate, initiatives that combine training with memorable experiences will remain central to building a strong, competitive tourism sector in Kenya.
Opening Doors Across the Continent The African Union (AU) and the African Development Bank (AfDB) have renewed calls for more widespread visa-free travel across Africa, arguing that border restrictions remain a major barrier to regional integration, trade, and tourism. The Africa Visa Openness Index (AVOI), a joint initiative of the AU and AfDB, tracks progress in this area (au.int).
Kenya’s Position: Gateway and Policy Moves Kenya has positioned itself as one of the leading beneficiaries of any visa-free Africa framework. In 2024, the government announced that most African nationals would be granted visa-free entry to encourage tourism, trade, and regional cooperation. This policy includes 60-day visa-free stays for eligible African visitors, with limited exceptions for security purposes (discover.passportindex.org).
Tourism Opportunities for the Country Simpler and more open visa regimes are expected to encourage intra-African travel. Weekend or short-stay travelers, cultural tourists, and business delegates are more likely to visit when entry is hassle-free. Airlines, hotels, resorts, and niche tour operators are poised to benefit from the increased demand.
Travel agents play a key role in this scenario. Licensed operators, represented by bodies such as the Kenya Association of Travel Agents (KATA), see visa-free travel as an opportunity to package experiences that combine wildlife safaris, coastal tours, urban attractions, and cultural immersion. By providing advisory services, curated itineraries, and seamless travel support, agents remain a critical link between travelers and tourism operators in this new landscape.
Challenges: Implementation and Regulation Opening borders comes with regulatory and operational challenges. Immigration authorities must manage increased flows, maintain border infrastructure, and address health, customs, and safety concerns. Travel agents emphasize the need for clear guidelines and compliance frameworks to protect both travelers and service providers.
While visa-free policies reduce barriers, practical limitations remain. Agents often help clients navigate exceptions, such as countries requiring prior authorizations or e-visas. Structured implementation and collaboration with licensed operators ensure that travelers experience a smooth journey, minimizing confusion and delays (issafrica.org).
Looking Ahead: Kenya as Regional Gatekeeper Kenya has made significant legislative changes, including the visa-free policy announced in mid-2025. The move positions the country as a regional tourism hub. Licensed travel agents and tour operators are essential to converting this opportunity into tangible growth. By creating quality experiences, managing bookings, and advising travelers, agents ensure that Kenya’s tourism potential is fully realized.
Visa-free travel across Africa has the potential to transform tourism on the continent. For Kenya, the combination of strategic location, infrastructure, and professional travel services provides a strong foundation. With regulatory clarity, operational preparedness, and professional support from travel agents, Kenya can position itself not just as a gateway but as a premier destination for African travelers.
For decades, travel agents were the trusted bridge between travelers and the wider tourism industry. They booked flights, arranged safaris, and secured accommodation long before digital platforms became mainstream. But in an era of instant bookings, mobile apps, and price comparison sites, many questioned whether travel agents would survive.
The reality is that not only have travel agents survived, they are also evolving. In Kenya, the Kenya Association of Travel Agents (KATA) is at the forefront of this transformation. KATA is the umbrella body representing licensed travel agents across the country, advocating for their interests, setting professional standards, and creating platforms for collaboration with airlines, hotels, and regulators.
From Transactions to Trusted Advisors
KATA members are moving away from being simply ticketing offices and are now repositioning as trusted advisors. Clients no longer just want the cheapest flight. They want security, convenience, and reassurance that someone will be there if things go wrong. With frequent flight disruptions, visa complexities, and unpredictable global events, the travel agent has become a problem-solver that clients can rely on.
The Power of Personalization
Online platforms can offer price transparency, but they rarely provide tailored experiences. Travel agents are filling this gap by curating niche travel options such as wellness retreats, cultural immersions, luxury safari circuits, and experiential packages that reflect the unique interests of travelers. Instead of one-size-fits-all itineraries, agents are designing journeys that feel personal and memorable.
Building Trust in a Fragmented Market
One of the biggest challenges travelers face today is information overload. With countless websites, blogs, and apps offering conflicting advice, travelers often struggle to separate fact from marketing. Agents provide a layer of trust and accountability. As licensed professionals, KATA members verify suppliers, safeguard clients’ money, and guarantee service standards.
Embracing Digital Tools
Far from being left behind, many agents are investing in technology and automation. From online booking portals integrated with global distribution systems, to customer relationship management tools, to instant communication platforms like WhatsApp Business, KATA members are meeting clients where they are online. This hybrid model allows them to combine efficiency with a personal touch.
Collaboration Over Competition
With innovations entering the space, some feared travel agents would be displaced. Instead, forward-thinking members are leveraging these platforms as partners rather than competitors, by upselling, bundling, and adding value beyond what digital platforms can provide. The focus has shifted to experience management, not just ticket issuance.
The Road Ahead
The future of travel agents in Kenya will depend on how fast the industry adapts to shifting consumer behaviors. What remains clear is that human expertise cannot be digitized. KATA’s role is to continue championing professional standards, regulatory compliance, and capacity building for its members so they can thrive in a digital-first world.
For travelers, the reassurance of having someone on their side before, during, and after a journey is priceless. Even in the digital era, travel agents are not only relevant, they are more essential than ever.
A recent survey by ATTA® has uncovered a striking trend: AI adoption in African tourism isn’t being driven by IT departments—it’s coming directly from the C-suite.
The ATTA® survey provides compelling evidence that African tourism leaders see AI as a strategic imperative rather than a technical add-on:
85% of African tourism businesses are either already using AI tools (58%) or planning to adopt them soon (27%)
71.8% are likely to invest in AI tools or training within the next 12 months
73 out of 100 is how executives rate AI’s significance to African tourism over the next 3-5 years
Why leadership-driven AI matters
Global research from Accenture suggests that successful AI adoption isn’t just about having fancy algorithms—it’s equally about having leaders who champion the technology and build a culture that embraces it.
This is where African tourism is getting it right: when owners and directors lead the charge on AI, their enthusiasm ripples throughout the entire organisation.
This top-down approach is especially powerful for the smaller businesses that dominate African tourism (most survey respondents had fewer than 50 employees). When leadership is on board, resources suddenly become available for training, team members get permission to experiment, and hands-on learning becomes a priority—exactly matching what the survey found tourism professionals want: practical webinars (81.2%) and real-world applications rather than theoretical concepts.
Why the C-Suite is driving AI adoption
1. Strategic vision: When leaders support AI, they link it directly to business strategy: from frictionless customer journeys to predictive maintenance.
2. Cultural transformation: CEOs shape a culture of innovation more effectively than any other role. Accenture’s research highlights that “AI Achievers” thrive due to top-down cultural endorsement. Leaders who foster an innovation-friendly environment—where experimentation with AI is encouraged—see faster success.
3. Budget & Resources: ATTA®’s own findings confirm that even small businesses are finding the time and treasury for AI—suggesting leadership is re-prioritising budgets to capture AI’s potential benefits.
While global research shows a concerning disconnect between CEO ambition and organisational readiness—with only 29% of broader executive teams believing they have sufficient in-house expertise—African tourism leaders appear unusually aligned in their AI vision:
50.6% are “very likely” to invest in AI tools or training within the next 12 months
Only 14.8% have no immediate plans for AI adoption
Marketing leaders (23.7%) form the second-largest respondent group, showing strong alignment between C-suite vision and departmental execution
This top-down strategic approach positions African tourism businesses to potentially leapfrog the “capability gap” that hampers AI adoption in other markets, where CEOs are often pushing aggressive AI agendas ahead of their organisations’ technical comfort zone.
Navigating the “Triple Threat”
Despite their enthusiasm, African tourism executives face what might be called the “Triple Threat” slowing AI adoption:
Talent: 81.2% cite lack of technical expertise as their primary challenge
Time: 44.7% point to lack of time or resources to learn new tools, a particular challenge for smaller organisations with limited staff
Treasury: While only 27.1% cite cost as a barrier (surprisingly low given the predominance of small businesses), budget considerations remain important
These interconnected challenges create what Accenture identifies as a gap between “leadership ambition and organisational readiness”—a phenomenon occurring globally.
A critical insight to mitigate these threats to AI adoption is the importance of culture change alongside technical implementation. As Accenture notes, travel executives must foster “an innovation-friendly environment where experimentation with AI is encouraged and failures are seen as learning opportunities.”
Leaders in travel and tourism will need to create an organisational culture where AI is seen as a collaborative tool rather than a threat.
The path ahead
Drawing from both global best practices and local realities, the companies poised for success will likely be those where leaders:
Foster innovation culture – Creating what Accenture terms “an innovation-friendly environment” where experimentation with AI is encouraged and failures become learning opportunities
Build AI literacy across roles – Developing basic AI understanding at both strategic and tactical levels, addressing the educational gap that spans multiple roles
Invest in practical Gen AI training – Focusing on specific tourism applications rather than theoretical knowledge
Address ethical considerations early – Implementing what the WTTC calls “responsible AI frameworks” with transparency, accountability, and human oversight, particularly important in a relationship-based industry like tourism
Travel is people-centric: Guests still crave personal service. AI should be seen as a staff-support tool rather than a human replacement. CEOs who implement AI with empathy can enhance personalisation without sacrificing customer warmth.
Lastly, the smartest companies won’t just adopt AI to make existing processes faster. They’ll use AI to question fundamental assumptions about their business: Does this process need to exist at all? Could this customer interaction be reimagined completely?
The true AI revolution in African tourism won’t come from automating tedious tasks, but from rethinking entire business models and customer experiences from the ground up.
The International Air Transport Association (IATA) urged African governments to prioritize aviation as a catalyst for economic growth, job creation, connectivity, and social development by enhancing safety, reducing the cost burden, and resolving the issue of blocked airline funds.
“Africa’s aviation sector is a vital economic driver, contributing USD 75 billion to GDP and supporting 8.1 million jobs. The continent’s aviation market is projected to grow at 4.1% over the next 20 years, doubling by 2044. More important than the growth of the sector is the impact that a successful aviation industry has on social and economic development. As governments prioritize how to deliver their agendas with limited resources, it is critical to recognize that supporting aviation underpins jobs, trade, and tourism,” said Somas Appavou, IATA’s Regional Director External Affairs, Africa.
Key priorities for Africa
IATA outlined three key priorities for African governments.
1. Improve aviation safety
The implementation of global standards is the key to world-class safety. While African safety has improved, the continent’s safety rate lags the global average in its implementation of ICAO Standards and Recommended Practices (SARPS). On average, the effective implementation rate for ICAO SARPS is 59.49% across 46 of 48 Sub-Saharan African states, behind the global average of 69.16% and the global target of 75%. States must take action to close this longstanding gap.
In 2024 runway excursions were the most prevalent among Africa’s 10 reported accidents. IATA calls for a renewed effort of ICAO’s Runway Safety Team missions at airports to improve performance in this area, including by ensuring the effective implementation of ICAO SARPS.
IATA also calls for African states to abide by the ICAO Annex 13 global standard to deliver timely accident reports. Of the 42 accidents occurring in Africa between 2018 and 2023, only eight have seen the publication of a final report. The IATA Operational Safety Audit (IOSA) and the IATA Standard Safety Assessment (ISSA) are tools to strengthen airline safety performance, support effective regulatory oversight, and promote a consistent, risk-based approach to operational safety.
2. Reduce taxes and charges
Taxes and charges on air travel in Africa are 15% higher than the global average.
It is critical that governments understand that the greatest value that aviation brings to an economy is catalytic. Transporting travelers and goods stimulates job creation. Destroying demand with excessive taxation puts a brake on economic and social development.
Where charges are used to fund critical aviation infrastructure, coordination between industry and government is essential. The aim must be to build growth-supporting infrastructure that is cost-efficient and scalable.
3. Eliminating Blocked Funds
Airlines cannot operate in a market if they are unable to repatriate revenues generated which is guaranteed in international treaties and bilateral agreements. The $1 billion of airline revenues being blocked from repatriation by African governments (as of May 2025)—73% of total global blocked funds—is an impediment to maintaining Africa’s international connectivity. Blocked funds are spread across 26 African countries.
Airlines facing blocked funds often reduce flight frequencies or suspend routes. To facilitate aviation’s economic and social benefits, governments need to live up to their international obligation and remove all barriers to airline revenue repatriation.
“These challenges are not new but solving them is urgent. That’s why IATA launched the Focus Africa initiative in 2023, working hand-in-hand with governments, industry, and development partners to deliver real improvements in safety, affordability, and connectivity. Aviation is not a luxury. It is an economic and social lifeline. Focus Africa is about turning potential into jobs, growth and prosperity,” said Appavou.
CORSIA
The Carbon Offsetting and Reduction Scheme for International Aviation (CORSIA) is a pillar of the industry’s net-zero commitment and is midway through its initial voluntary phase of reporting (2024–2026). Mandatory reporting will start in 2027. As of 2025, 129 countries are participating in CORSIA, including 20 African states.
IATA urges African governments to ensure the success of CORSIA as the only globally agreed, market-based mechanism to address CO2 emissions from international aviation, and to avoid putting forward a patchwork of national or regional taxes which leads towards a fragmented, inefficient and inconsistent global policy framework, ultimately undermining the scheme.
Making CORSIA Eligible Emissions Units (EEUs) available to airlines for their offsetting obligations should be a priority for African countries as it not only fulfils their international obligations under CORSIA but will directly benefit countries that do so by generating revenue from carbon markets, supporting development and jobs while attracting climate investment.
We’ve all heard it a thousand times: it’s cheaper – and easier – to fly from Lagos to London than from Lagos to Lusaka. Everyone nods knowingly about Africa’s aviation challenges, talks about “open skies,” and then… not much changes. But at the 2025 AviaDev Africa conference in Zanzibar, there were actual specifics on the table. Real routes, real demand data, and real examples of what’s shifting. Alongside low-cost upstarts and policy advocates, legacy players like Ethiopian Airlines , which is celebrating 50 years of continuous service into Central Africa, are showing what long-term commitment to intra-African connectivity can look like.
The numbers everyone quotes (but what they actually mean)
Yes, Africa has 18% of the world’s people but only 2% of global air traffic. But instead of dwelling on that gap, speakers at AviaDev focused on what’s actually happening: passenger volumes grew 9% in the first half of 2025, and – this is the kicker – 80% of potential intra-African routes still don’t have direct flights. (Source: IATA)
That’s not just a statistic. It’s why your clients are still routing through Dubai to get from Nairobi to Dakar, and why that amazing lodge in Zambia, for example, stays harder to sell than it should be.
Three routes that could grow African travel
Let’s get practical. These three routes were highlighted as having the most potential and are currently being underserved. What are the opportunities?
Abidjan (ABJ) – Douala (DLA)
A direct link would pair Côte d’Ivoire’s cultural/coastal capital with Cameroon’s Gulf of Guinea gateway, enabling premium short break and VFR (visiting friends and relatives) plus itineraries.
Lusaka (LUN) – Cape Town (CPT)
More direct pairings here would marry Zambia’s safari and Victoria Falls access with Cape Town’s city, coast and winelands, unlocking year-round twin centre packaging with strong leisure appeal.
Dakar (DSS) – Libreville (LBV)
A DSS–LBV service would connect Senegal’s coastal hub to Gabon’s high value rainforest experiences, opening conservation and adventure products.
Airline realities: What’s driving decisions (and what isn’t)
So why haven’t these promising routes launched yet? The airline perspectives shared at AviaDev provided honest insight, and the answer isn’t what you might expect.
What airlines are actually doing?
Ethiopian Airlines currently serves 70 destinations in Africa, continues to expand its pan-African network and recently marked 50 years of continuous service to Kinshasa, highlighting its role in developing inland markets. Addis Ababa is no longer just a stopover hub – increasingly, it’s a tourism gateway to secondary destinations. The airline’s forward momentum also includes a major infrastructure project with the African Development Bank to build Africa’s largest airport by 2029, setting up Ethiopia as a top-tier regional aviation hub.
And they’re not stopping there – Ethiopian Airlines announced partnering with Archer Aviation to roll out electric air taxis across East Africa. It’s an innovation that could revolutionise short-haul tourism transfers with low-emission, 15-minute flights to hard-to-reach lodges or urban sites.
Fastjet and Jambojet, both low-cost carriers, shared how they are supporting affordable regional tourism travel. Fastjet is working to unlock short-haul leisure and VFR movement within Southern Africa, while Jambojet is enabling connections from key urban centres to leisure destinations domestically and looking to expand across borders.
Both carriers were frank about the challenges: high costs – especially fuel and fees – and policy inconsistencies remain major obstacles to route expansion and sustainable operations.
But here’s what’s really holding back new routes
One message came through clearly from multiple speakers: aviation routes don’t emerge automatically; they respond to coordinated signals across sectors.
The uncomfortable truth shared by airlines: they won’t launch routes based solely on demand projections. They need coordinated support from multiple stakeholders to justify the risk.
New or revived routes are more likely to succeed when tourism boards, private operators, and even individual lodges are willing to support launches through marketing partnerships or policy action. The message for tourism businesses was direct: demand data alone isn’t enough. Creative regional collaboration was framed as essential for unlocking new connections.
Infrastructure realities (the stuff that actually matters)
Airports that don’t scare tourists away
AviaDev speakers emphasised that airports are no longer just infrastructure; they’ve become part of the tourism experience. Many African airports are still seen as functional but not welcoming, while improvements in signage, customs processing, and arrivals areas are increasingly important to destination competitiveness. Some countries, like Rwanda and Namibia, were highlighted as already investing in guest-oriented airport experiences.
Visas: slow progress, but progress
The numbers show gradual improvement: 28% of intra-African routes are now visa-free, up from 20% in 2016. (Source: Visa Openess Index) Countries like Rwanda, Ghana, and Namibia now offer visa-on-arrival or e-visa programs. Despite this progress, many travellers still face barriers when planning multi-country itineraries due to inconsistent implementation.
The Single African Air Transport Market (SAATM) was mentioned frequently as a long-term framework with significant potential, but participants acknowledged it remained under-implemented as of 2025.
The key takeaway? Aviation is not a spectator sport
The conversations at AviaDev 2025 made clear that aviation in Africa is evolving, and tourism businesses have a real role in shaping what comes next.
There are opportunities for operators willing to design products for the Africa that’s emerging, not the one that exists today. Companies that actively engage with route development and adapt their offerings to emerging connectivity patterns will benefit first and most because every unserved route represents missed revenue for tourism businesses and missed opportunities for travellers.
Nairobi visitors can now request more than just an airport taxi or a boda ride through the Uber app. The company has introduced Uber Safari, allowing travelers to book a 4X4 Land Cruiser for KES 25,000, with space for up to seven passengers. Park entry fees are paid directly to the Kenya Wildlife Service (KWS).
The move has stirred debate in Kenya’s tourism sector. Tour driver-guides fear lost opportunities, tour operators are concerned about pricing and commissions, and travel agents are questioning what this means for their role as trusted advisors. Vehicle owners, meanwhile, are watching closely to see how the model unfolds.
For many, Uber Safari addresses a long-standing challenge: last-minute bookings. Delegates in Nairobi for meetings or conferences often want to visit Nairobi National Park before departing. Traditional arrangements through hotel desks, travel agents, or operators can collapse when group sizes shrink or payment delays occur. By contrast, Uber provides instant confirmation, secure payment, and standardized pricing, eliminating the need for multiple calls or cash transactions.
Industry experts say this convenience could help attract more visitors to the park. But they caution that technology cannot replace professional travel services. “Travel agents and licensed operators bring expertise, safety, and creativity to the safari experience,” noted one industry observer. “Uber may get people to the park, but agents and operators design the journeys that keep them coming back.”
The launch also raises regulatory questions. Kenya’s tourism industry is governed by rules requiring licensed operators, insured vehicles, and certified guides. Associations such as KATA (Kenya Association of Travel Agents), KATO (Kenya Association of Tour Operators), and TOSK (Tour Operators Society of Kenya) have stressed that compliance is essential to protect travelers and ensure fair competition.
Uber’s entry into the safari space could push the sector toward greater transparency and predictable pricing. At the same time, it challenges traditional operators to adapt by offering unique, high-value experiences beyond a simple game drive. Nairobi, after all, has more to offer than its famous park, from cultural immersions to culinary tours and nightlife.
As travel booking becomes increasingly digital and fragmented, Uber Safari represents both competition and opportunity. The consensus among industry players is clear: regulation must ensure fair play, while innovation and professionalism will determine who thrives.
