Blog – Kenya Association of Travel Agents

State eyes 200,000 adventure tourists in five years

NAIROBI, Jan.15 (Xinhua) — Kenya’s tourism ministry said on Tuesday that it aims to attract about 200,000 travelers over the next five years by tapping into the adventure tourism market.

Rebecca Miano, cabinet secretary in the Ministry of Tourism and Wildlife, said the East African country has launched the Magical Kenya Mountain and Trail Series to diversify the sector away from beach and wildlife products.

“Through these initiatives, we seek not only to attract more international visitors but also to promote local tourism and create economic opportunities for the communities involved,” she said in a statement.

According to Miano, the Magical Kenya Mountain and Trail Series encompasses a diverse range of activities, including hiking, biking, cultural immersions, and farm tours across five counties of Laikipia, Elgeyo Marakwet, Uasin Gishu, Baringo, and Nandi.

June Chepkemei, chief executive officer (CEO) of the state-owned Kenya Tourism Board, said adventure tourism will allow visitors to discover hidden gems by traversing unique terrains and immersing themselves in the rich and diverse cultures of the participating counties.

Chepkemei noted that adventure tourism is also expected to enable Kenya to develop new tourism pathways by improving its tourism sector beyond the 2.4 million international visitors and 350 billion Kenyan shillings (about 2.7 billion U.S. dollars) in revenue generated in 2024.

She said the tourism sector remains one of the key pillars of the country’s economy as well as a key source of foreign exchange earnings alongside tea, horticulture, and diaspora remittances.

Kenya anticipates hosting more adventure enthusiasts and nature lovers, both local and international, who are keen to celebrate Kenya’s beauty through hiking, biking, farm tours, and tea and coffee tastings, the CEO added.

Source: Capital Fm

Is Travel Insurance Necessary? We asked experts

Investing in travel insurance might seem tedious, but it can save you from significant financial loss and stress, allowing you to focus on enjoying your vacation.

Travel insurance protects you from certain financial risks and losses that can occur while you’re out exploring another part of the country or the world. These are typically things you couldn’t have predicted and didn’t see coming, from lost luggage to severe weather issues causing a trip or tour to get cancelled.

Southern Living talked with some experts in the insurance and the travel space for the lowdown on this practical yet essential piece of traveling.

What Does Travel Insurance Cover?

Travel insurance coverage varies by company and plan. Policies aren’t one-size fits-all, and there are a range of options to suit all different kinds of travelers and their individual needs.

Lauren Gumport, VP at Faye Travel Insurance, says you’ll often find providers offering a handful of add-ons, if relevant. For example, rental car coverage, vacation rental damage protection, or extreme sports.

“These extras will increase the cost of your policy, while of course also boosting your coverage,” notes Gumport.

A great many people elect to protect their trip with travel medical insurance, since health insurance coverage in the United States doesn’t expand to overseas travel typically. This is why Dana Lewis, Dallas-based owner of DWD Travel & Destination Weddings, says it’s especially important to purchase travel insurance when going out of the country.

“I can’t imagine a scenario where I wouldn’t purchase travel insurance!” she adds.

Who Should Get Travel Insurance?

Travel insurance isn’t just for people who travel often, though frequent travelers may opt for an annual plan instead of buying insurance for an individual trip. It’s really up to what you need, and it’s worth noting that it’s fast and easy to get a free travel insurance quote. You can compare and contrast plans without committing.

Lewis encourages her clients to purchase travel insurance, no matter the travel circumstances. It’s not about a certain type of traveler, she says, since “any age, any person traveling out of their home country, or even in their own country, would benefit if something should happen.”

Gumport agrees that domestic and international travelers should be insured. Basically, “anyone traveling who wants peace of mind in the chance that things go wrong,” should purchase travel insurance.

“Like any insurance, hopefully you never need to utilize it, but should you need it, travel insurance is a lifeline,” says Lewis.

How To Select A Plan

Daniel Durazo, director of external communications at Allianz Partners USA, points to different offerings based on travelers’ needs and budgets. Travelers who take multiple trips a year may save money by purchasing an annual plan while travelers on a budget with few pre-paid expenses may opt for a single trip emergency medical plan to get coverage for medical emergencies and emergency medical transportation, explains Durazo.

It’s important to do your homework, says Gumport, who suggests reading reviews of travel insurance companies. See what fellow travelers are saying before you select a company and policy. Then go about getting a quote based on your total estimated trip cost, destination(s), members of your travel party, and what add-ons are available to supplement your policy with, advises Gumport.

“Many travelers love the ability to Cancel for Any Reason (CFAR). This type of protection lets you nix your trip, just because you feel like it,” adds Gumport.

When To Select A Plan

Durazo suggests purchasing a plan at the same time you book your trip. Many travel insurance plans are offered with a 15-day “free look” review period to ensure the plan you selected is the right fit. If it’s not, you can simply change your policy or request a full refund.

That said, you can wait until the last minute to purchase trip coverage. Buying early or at the time you’ve booked the trip and have the trip’s financials in order offers greater protection, but if you’re headed out of town in a couple of days and suddenly decide you ought to have a travel medical policy, you can still purchase travel insurance.

Bottom line? “Travel insurance is designed to protect you and your vacation from covered, unexpected events, so don’t risk your perfectly-planned trip by leaving without it,” says Durazo.

Source: Southern Living

Airlines Oppose UK ETA Price Hike

Geneva – The International Air Transport Association (IATA) opposes the UK Home Office proposal to increase the costs of UK Electronic Travel Authorizations (ETAs) by 60% to GBP 16. Willie Walsh, IATA’s Director General, commented as follows:

“Proposing to increase ETA costs just a week after the system was introduced is bewildering. If implemented it would be a self-inflicted blow to the UK’s tourism competitiveness. In November the government laid out plans to increase tourist arrivals by 30% to reach 50 million annually by 2030 in pursuit of tourism’s economic benefits. Gouging these travelers with a 60% increase in the ETA is a very bad start. The added cost would come on top of the Air Passenger Duty (APD)—the biggest travel tax in the world—which itself will increase again in April. And let’s not forget that travelers have choice and the EU’s ETIAS will be far better value—costing about a third as much as this proposed pricing and lasting a year longer.

It’s time for the UK government to see the big picture. It has everything to gain by making the UK a more cost-competitive travel destination—including the substantial tax revenues that travelers generate. It makes no sense to discourage visitors with high costs even before they set foot in the country.”

UK aviation and tourism supports 1.6 million jobs currently, providing USD 160.7 billion to the UK’s GDP. Please see the IATA Value of Air Transport to the United Kingdom study for further details.

Source: IATA

African airlines mark 4th consecutive year of no fatal accidents

The content has benefited from initiatives such as the Focus Africa initiative, under which the International Air Transport Association (IATA) improved aviation safety.

African airlines have recorded no fatal air travel accidents for the fourth consecutive year, the International Air Transport Association (IATA) has reported, noting aviation remains the safest mode of transport.

IATA’s 2023 report Annual Safety Report says African airlines have not suffered a single passenger jet aircraft loss or fatal accident since 2020, and that the majority of the continent’s carriers did not suffer any fatal accidents in 2023, whether jet or turboprop.

Dubai secures 437 bids for global business events in 2024, up 20 percent annually

Dubai has continued to consolidate its standing as a top choice for prominent international business conferences, events, congresses, corporate meetings and incentives in 2024, with the city securing the opportunity to host a record 437 events from a range of sectors and professions.

Driven by Dubai Business Events (DBE), the city’s official convention bureau and part of the Dubai Department of Economy and Tourism, this marked a 20 percent year-on-year increase in the number of successful bids, further elevating Dubai’s status as a globally competitive hub for events, powered by innovation, infrastructure development and rising global economic influence.

“The healthy increase in successful bids in 2024 is further proof of Dubai’s rising prominence as a destination that delivers not only world-class business events infrastructure and capabilities but also provides unrivaled, memorable experiences for all organizers and delegates,” stated Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment.

Events to attract over 200,000 delegates

The events captured in 2024 are set to attract around 210,731 delegates to Dubai over the coming years, making a direct impact on the city’s economy and travel and tourism ecosystems, and bringing talent and expertise from around the world to enjoy the platform Dubai provides for knowledge sharing, professional development and networking.

The city’s success, driven by collaborative efforts across the public and private sectors, underlines Dubai’s unrelenting draw as a go-to, accessible, safe and welcoming global MICE destination. This growth feeds into Dubai’s wider economic growth by attracting more visitors, positioning Dubai in the global business events arena, and shedding light on its thriving knowledge economy.

Furthermore, it cements the important role business events are playing in achieving the goal of the Dubai Economic Agenda, D33, to consolidate Dubai’s position as a leading global city for business and leisure.

“To build on this momentum, we are engaging with all stakeholders, trusted partners and service providers, to elevate Dubai’s position as a leader in the competitive business events landscape – aiming for sustainable economic growth, in line with the Dubai Economic Agenda, D33. We look forward to harnessing the power of opportunity to create further impact for the benefit of everyone, and demonstrate what sets Dubai apart to a global audience,” added Al Khaja.

Key wins propelling growth

Among the most noteworthy wins last year were the 2025 WFNS World Congress of Neurosurgery, with 4,000 delegates; the 2025 Asia Pacific Cities Summit & Mayor Summit, with 1,200 delegates; the 2025 Pan Arab Radiology Conference, with 1,500 delegates; and the 2026 Global Symposium on Health System Research, with 3,000 delegates.

Dubai also secured the 2026 FIP World Stamp Exhibition, with 1,000 delegates, and the 2028 Scientific Assembly and Associated Events of the Committee on Space Research, with 3,000 delegates.

In addition, Dubai won bids for several prestigious corporate and incentive events in 2024, including the 2025 Oppo Guangdong Incentive, with 4,000 delegates; the 2025 Loyal Connect Global, with 3,000 delegates; the 2025 GLA Global Logistics Conference, with 1,500 Delegates; the 2026 Forever Living Global Rally, with 12,000 delegates; the 2026 Emerson Exchange, with 2,500 delegates; and the 2026 Herbalife China Incentive, with 1,200 delegates.

Further supporting Dubai’s growing business events landscape, DBE engaged with industry professionals around the world at trade shows including IMEX Frankfurt, The Meetings Show, IBTM World, and IMEX America, as well as through a year-round calendar of sales missions, study missions and site inspections.

Read: Sharjah Shopping Promotions continue to boost retail sales, economic growth

Programs and partnerships

Other key initiatives included the Al Safeer Congress Ambassador Program, which engaged its locally-based subject matter experts and members from various professional fields to secure more events and welcome more delegates to Dubai in the coming years. Partnerships with key industry bodies including the BestCities Global Alliance, the International Association of Professional Congress Organisers (IAPCO), the Professional Convention Management Association (PCMA) and the International Congress and Convention Association (ICCA) further boosted growth.

This performance follows key milestones achieved in 2024, including ICCA ranking Dubai the top city in the Middle East for the number of association meetings hosted, and events crowning it number one in its ‘Top Meeting Destinations in the Middle East and Africa’.

Source: Economy Middle East

Kenya Takes Center Stage as Kuriftu Resort & Spa Unveils African Union-Themed Resort in Addis Ababa

Kuriftu Resort & Spa, a pioneer in Ethiopia’s luxury hospitality industry for over two decades, continues to redefine excellence with the launch of the Kuriftu Resort & Spa African Village. Located in Ashewa Meda on the outskirts of Addis Ababa, this new resort is a celebration of Africa’s rich cultural heritage and its modern aspirations. With a design inspired by the continent’s diversity, the African Village pays homage to all 54 African nations, offering a unique blend of tradition and luxury.

Marking a significant milestone, Kenya will be the first nation celebrated in the resort’s themes, with its vibrant culture and heritage featured prominently in the design and offerings. The resort’s dedication to showcasing Africa’s unity and diversity begins with Kenya in the months of February and March 2025, setting the tone for a truly pan-African experience.

The African Village offers 54 luxury villas, each inspired by a different African nation, immersing guests in the art, cuisine, and traditions of the continent. Situated near Addis Ababa’s key diplomatic landmarks, the resort provides breathtaking panoramic views of the city while serving as a hub for business, leisure, and cultural exchange.

The resort features a range of state-of-the-art facilities. Its nine modern conference halls, including a multi-purpose venue with a capacity for 932 guests, are equipped with cutting-edge technology and panoramic views, making them ideal for high-profile gatherings and celebrations. Dining experiences at the resort include the 1963 Restaurant, named in honor of the founding year of the Organization of African Unity. This restaurant offers rotating menus showcasing dishes from across the continent, alongside a core menu inspired by Ethiopian cuisine. The Summit Grill, located at the highest point of the resort, combines international dining with spectacular views of Addis Ababa, accommodating up to 1,000 guests for events or weekend brunches.

Wellness and relaxation are integral to the resort’s offerings. Its indoor swimming pool, illuminated by natural light through a skylight roof and adorned with vibrant African artwork, provides guests with a serene retreat. The spa features African-inspired treatments, Moroccan baths, steam rooms, and a range of wellness services, including reflexology and a fully equipped gym.

At the heart of the African Village is a mission to promote inter-African tourism and cultural exchange. By bringing together all 54 African nations under one roof, the resort creates a space for collaboration, learning, and celebration of the continent’s shared heritage. It is designed to be a hub for diplomatic gatherings, cultural conferences, weddings, and social events, encouraging cross-border connections.

Tadiwos Getachew Belete, CEO and Founder of Kuriftu Resorts & Spa, described the African Village as “a living tribute to Africa’s culture, community, and craftsmanship.” He emphasized that this addition to Kuriftu’s portfolio – which includes Bishoftu, Entoto, Lake Tana, and Awash Falls – reflects the brand’s commitment to celebrating African heritage through world-class hospitality.

“Kuriftu Resort & Spa African Village is more than just a retreat,” Belete said. “It is a space designed to immerse guests in the vibrant traditions, artistry, and natural beauty of Africa. From its uniquely designed architecture to curated cultural experiences, we aim to create an environment where guests can connect deeply with the essence of this great continent.”

With Kenya leading the way in its celebration of African culture, the African Village is poised to become a beacon of unity, luxury, and innovation in African hospitality.

Press Release: ASKY Celebrates 15 Years of Excellence in the African Sky

Lomé, Togo – ASKY La Compagnie Aérienne Panafricaine is pleased to announce the celebration of its 15th anniversary, an important milestone in its commitment to air transport in West, Central, South and East Africa and beyond.

Since its launch in 2010, ASKY has been committed to providing quality, safe and reliable services to its passengers, while promoting the region’s economic development.

Over the years, ASKY has expanded its network, now serving 29 destinations across 26 countries. Through its strategic partnership with Ethiopian Airlines, ASKY has not only strengthened its fleet, but also improved its operational efficiency and reliability.

“As we celebrate 15 years of success, we would like to thank all the Authorities, our passengers, partners, and all the employees who have contributed to our success story,” said Mr. Esayas Woldemariam Hailu, Managing Director of ASKY. “We are proud of results we have achieved and motivated to continue offering exceptional services that meet the growing expectations of our customers.”

To commemorate this significant event, ASKY is planning a series of activities throughout the year, including passenger promotions, community events and social responsibility initiatives. The company also wishes to emphasize the importance of safety, quality of service, innovation and sustainable development, which have always guided its operations. ASKY continues to invest in staff training and service improvements to ensure an unforgettable travel experience.

About ASKY

ASKY, The Pan-African Airline, is a 100% privately owned airline created by regional banking institutions in Africa that includes The ECOWAS Bank for Investment and Development (EBID), The West African Development Bank (BOAD) and ECOBANK Group (ETI) in partnership with Ethiopian Airlines.

ASKY is a commercial company under private law and is managed by experienced African aviation professionals, with Ethiopian airlines as its strategic partner.

ASKY currently operates a fleet of thirteen (13) aircraft: nine (09) Boeing 737-800s and four (04) Boeing 737 MAX 8, serving twenty-nine (29) cities in twenty-six (26) countries within Africa.

ASKY’s focus is to develop a strong intra-Africa network that foster regional development, tourism, economic growth and regional integration as a major economic catalyst within the continent with its long-term goal of a sustainable business focused on profitability.

For more information, contact communication@flyasky.com, visit our website www.flyasky.com or our LinkedIn; Twitter Facebook and Instagram pages, @ASKY

ASKY Management

ASKY, The Pan African Airline

ASKY Célèbre 15 Ans d’Excellence dans le Ciel Africain Download

KQ resumes London flights

National carrier Kenya Airways (KQ) is set to resume flights to London on June 26 after a new two months hiatus.

The restart of the direct flights to Heathrow Airport follows the lifting of the suspension of flights to and from the United Kingdom by the government of Kenya.

“The resumption of flights to London, United Kingdom is in line with our plans to grow and expand our routes as restrictions lift which will positively impact the flow of trade and tourism across the region by offering our customers convenient travel across the world. This route offers our customers convenient connections to key destinations,” said Julius Thairu, KQ’s Acting Chief Commercial and Customer Officer.

“We remain fully committed to offer our customers an onboard travel experience that has their health and safety in mind.”

Kenya and UK governments have developed new protocols anchoring the return of flights between the pair of countries.

For instance, passengers travelling to the UK must be of British or Irish nationality or have official residency in the UK.

Further, the travelers must have a negative COVID-19 certificate three days before travelling, book a quarantine hotel package within 14-days before arrival in addition to taking two-COVID-19 tests if they have been in a country or region in UK’s red list in the last 10 days.

On the flip-side, passengers travelling to Kenya from the UK are required to have a negative COVID-19 PCR test conducted 96 hours before arrival excluding children below the age of five.

Further, the new arrivals must isolate for seven days upon arrival and take a subsequent PCR test after for days.

At the same time, the passengers will be obligated to submit daily health information including the results of the second PCR test on the Ministry of Health Jitenge platform for 14 consecutive days.

Source: Citizen Digital

Kenya, another month and a half of big numbers

At least another month and a half of top tourism, hotel occupancy over 70 per cent and all the induced activity that the arrival of foreign guests can bring to Kenya. This is the scenario that lies ahead from mid-January to the end of February, especially for the coast and its holiday resorts.

With the reopening of schools and the resumption of work for most Kenyans in the city, the influx of local tourism, which in the very high season, the one coinciding with the Christmas holidays, was added to the more ‘pre-paid’ tourism, i.e. those who did not mind paying much more for air tickets and accommodation. The large numbers were also supported by those who had already arrived in Kenya before Christmas and opted for a longer holiday period.

Now, however, on a daily basis, those who had already planned their holidays after the binge period are entering Kenya and finding a few more opportunities and slightly less overcrowding.
According to the regional hospitality associations, occupancy remains high, especially in Watamu, Diani and the satellite towns of Mombasa, and the grace period of tented camps and lodges in the savannah also continues, with excellent results especially for Maasai Mara and Amboseli.

The Ministry of Tourism is confident of surpassing the sector’s growth from 2022 to 2023, with 34% more presences and a recovery rate of 88% compared to the pre-pandemic period.
‘We will do even better this year,’ said Deputy Minister, John Lekakeny Ololtuaa, ’we are on track to return to contributing 10% to the Gross Domestic Product.

Tourism in Kenya is also the second largest source of foreign exchange earnings, behind only the agriculture sector which earns Kenya about 70 per cent of its GDP.
While we are waiting for the final figures for 2024, which should confirm the increase in presences and provide other interesting data, the Kenyan government expects to exceed 3 million presences in 2025, after this promising start to the year and the projections for the following months, also due to the ‘High Easter’, scheduled for 20 April.

Source: Malindi Kenya

How travel brands stay ahead on social media

Travel is all over social media — and it’s continuing to play a big role in travelers’ decisions while planning and booking their trips, according to research from Phocuswright.

But misconceptions around how travel brands should be using social media remain, according to experts.

“Travel brands are seeing social media as a category of the internet still when it’s increasingly becoming the way millennials and Gen Z access the internet altogether,” said Konrad Waliszewski, co-founder and CEO of @Hotel.

“Even Google admits now that most millennials and Gen Z search on Instagram and Tiktok before going to Google search for just about everything … I think it really has become the new search engine. People want to see videos. People want to see social proof,” he said.

David Armstrong, co-founder and CEO of HolidayPirates, discussed why it’s hard for brands to understand the value.

“I think the comparison to traditional search … paid search and the immediate return on investment [ROI], that’s a mistake that many brands do [make] comparing the performance of social media with,” Armstrong said.

ROI in social media marketing is a longer term play, he said.

Some key performance indicators such as clicks, traffic, engagement and shares can be measured more immediately, but when revenue and conversion take more time.

“It’s not so comparable with traditional ways of performance marketing. It’s actually not really performance marketing that you do on social,” Armstrong said. “You have to have a more hybrid mindset of it.”

And while it’s a lot of work to keep up with ever-changing algorithms and trends, the space has continued to expand and there is more opportunity for brands to benefit.

“The growth, it hasn’t stopped,” Armstrong said. “Essentially, if you really dedicate yourself to the channel and understand how to play it, it keeps growing.”

It’s important to stay agile and to keep an eye on emerging platforms, too.

“If a new platform comes out, we immediately jump in, and we’re just curious students of what’s happening,” Waliszewski said. “What we’ve found is … a lot of things have come, had a little moment of attention and then phased out. So we don’t over invest until the data shows that it’s working.”

While there’s a lot of room for success on social, it’s not as black and white in terms of how to have marketing success, Armstrong said. Instead, social media marketing involves some trial and error. But that’s not a bad thing, Waliszewski said.

“Let’s be honest, anyone in consumer travel cannot compete with Booking and Expedia on Google ads,” he said.

“What they can compete on is being first to these platforms, experimenting [with] these platforms. A lot of large incumbents won’t realize what’s happening on these new platforms, and then they’ll take so much time to allocate a team to start creating a strategy, and often will miss that wave.”

Organic social is the place to compete for newer companies, Waliszewski said, underscoring the importance of making an effort in that space.

The executives also touched on the most effective platforms, what has come and gone and how to navigate platform changes in an interview with senior reporter Morgan Hines in the PhocusWire studio at The Phocuswright Conference in November.

Source: Phocus wire