When Karanja Ndegwa, CEO of Jambojet, described strategy as “the art of war,” it felt less like a travel Industry meeting and more like a pre-match briefing. Minus the whistle, but with just as much at stake. In an industry defined by rising fuel costs, shifting fares, and constant disruption, the comparison lands a little too well.




And just like football, everyone has an opinion. It’s one thing to support Arsenal F.C when the passes are crisp, and the goals are flowing. It’s another when the season begins to ask harder questions. The travel industry, much like the league table, has a way of humbling even the most optimistic players.
An Industry Built on Movement and Constant Disruption
“Air travel is part and parcel of the economy,” noted Nicanor Sabula, CEO of the Kenya Association of Travel Agents (KATA), grounding the conversation in a simple but powerful truth. Travel does not just support economies, it mirrors them. When business slows, travel softens. When confidence rises, so do bookings.
Yet, if 2025 was anything to go by, that rhythm is anything but predictable.
For Jambojet, it was a year of strong performance, posting over 11% profit growth, a signal that low-cost travel in the region is not just viable, but thriving when conditions are right. Increased passenger numbers, route optimization, and a growing appetite for affordable domestic travel all played their part.
But the industry rarely allows a victory lap.
Barely months later, sudden fuel hikes forced a shift in strategy. Cost structures tightened. Decisions had to be made quickly. And once again, the industry returned to a familiar position. Adapting in real time.
It’s a pattern the travel Industry knows all too well. Progress followed by pressure.
“The Journey: Build to Last”
The 2026 KATA AGM & Convention’s theme feels less like a slogan and more like a quiet warning.
Build to last.
Not just to recover. Not just to grow. But to endure.
Because, as Karanja put it, this is fundamentally a crisis-led industry. External shocks are not rare disruptions; they are recurring features. Fuel volatility, currency fluctuations, global uncertainties, shifting demand patterns; each one capable of reshaping the landscape overnight.
So the question is no longer how to avoid disruption. It is how to design businesses that can absorb it.
Agility: The Industry’s New Currency
If there was one concept that anchored the discussion, it was agility. Not as a buzzword, but as a daily operational necessity.
For Jambojet, sustainability begins with a very direct question: Are we economically viable enough to still be here tomorrow?
It’s a refreshingly pragmatic take.
Before long-term sustainability goals, before industry-wide commitments, comes survival. And survival depends on the ability to move quickly; adjust routes, manage capacity, control costs, and respond to shifting demand without losing momentum.
Agility, in this sense, is not about speed alone. It is about precision under pressure.
And perhaps that’s where the “art of war” analogy begins to make sense. Strategy is no longer a fixed plan. It is a continuous process of recalibration.
Leadership Under Pressure and the Digital Shift
Beneath the headline conversations lies a deeper transformation, one that speaks to how the industry is being led.
Leadership today is less about long-term certainty and more about navigating constant ambiguity. Decisions are being made faster, often with incomplete information, and with higher stakes.
At the same time, digital transformation is quietly redefining how travel businesses operate. From booking systems to customer engagement, from data-driven pricing to operational efficiency, technology is no longer a support function; it is central to survival.
For travel agents, this shift is particularly significant. The traditional role is evolving into something more dynamic: part advisor, part technologist, part strategist. Those who can adapt will not only remain relevant, but essential.
Partnerships That Actually Work
One of the more practical takeaways from the discussions is the growing importance of partnerships that deliver real value, not just symbolic alignment.
In that context, Jambojet’s presence at the AGM is more than ceremonial.
As a platinum sponsor, the airline represents a model of how collaboration between carriers and travel agents can strengthen the entire ecosystem. By focusing on accessibility, affordability, and reliable connectivity, Jambojet continues to create opportunities for agents to expand their offerings and reach new segments of travellers.
It’s not just about filling seats. It’s about enabling movement.
And in a region where connectivity can directly influence economic participation, that role carries weight.
From Conversation to Action
What makes the KATA AGM & Convention 2026, set to take place from 4–6 June 2026 at PrideInn Paradise Beach Resort & Spa, particularly relevant is not just the discussions themselves, but what they represent.
This is where industry realities are acknowledged openly, where challenges are not dressed up, but dissected. Where strategies are tested against lived experience. And where ideas begin to take shape beyond theory.
The conversations around leadership, agility, sustainability, and digital transformation are not isolated themes. They are interconnected responses to a single reality: the industry must evolve continuously.
Football, Forums, and the Future
Of course, no serious conversation in this part of the world is complete without a little football banter. And somewhere between strategy talk and sustainability frameworks, the comparisons slipped in again.
Because in many ways, the travel industry is like football.
There are seasons of dominance and moments of doubt. Some strategies look brilliant on paper and fall apart under pressure. And there is always that unpredictable element that keeps everyone on edge.
The KATA AGM might just be the industry’s version of match-day analysis, where everyone gathers to debate, reflect, and prepare for what’s next.
The difference is that here, the stakes go far beyond winning. They are about survival, growth, and staying in the game.
As for Arsenal… well, only time will tell.
But for the travel industry, one thing is already clear: this is a journey defined not by smooth flights, but by how well we navigate turbulence and whether we are truly building to last.









