Kenya Tourism Board targets US market growth

NAIROBI, Kenya, Dec 10 – The Kenya Tourism Board (KTB) is leveraging pent-up travel demand in the United States to increase international tourist arrivals.

Speaking ahead of the United States Tour Operators Association (USTOA) Annual Conference in Florida, KTB CEO June Chepkemei emphasized the Board’s commitment to positioning Kenya as a top destination for American travelers.

The U.S. is Kenya’s leading tourism market, and KTB is focusing on collaborations with American tour operators to showcase the country’s diverse offerings, including adventure, cultural experiences, and beach getaways.

A survey by KTB indicates that U.S. tourists increasingly seek experiential value, aligning with Kenya’s offerings.

The strategy coincides with a rebound in the American travel market, with outbound travel rising 9.3 percent in 2023 compared to pre-pandemic levels, according to the U.S. Department of Commerce.

The USTOA conference, running from December 9–13, is expected to foster partnerships and promote Kenya’s tourism opportunities to North American operators.

Source: Capital Fm.

Kenya Plans Underwater Shipwreck Museum in Kilifi

Underwater.png 1

The National Museums of Kenya (NMK) is developing an underwater museum at Ras Ngomeni in Kilifi County. The museum will showcase shipwrecks along Kenya’s Indian Ocean coast, focusing on a 16th-century Portuguese vessel—Kenya’s oldest known shipwreck. Dr. Caesar Bita, head of coastal archaeology at NMK, will lead the project, which was initially envisioned twelve years ago after the discovery of the shipwreck.

Visitors will experience both above-water artefact displays and underwater tunnels providing direct access to submerged relics. The museum will also function as a research centre for the diverse marine life, including fish, turtles, and dolphins, inhabiting the shipwrecks.

Kenya’s coast has 33 documented shipwrecks: 22 in Mombasa, eight in Malindi, and three in Lamu. Guided tours with details about each wreck’s history will be provided, with underwater placards offering historical information. Some of the cargo found on these ships included ivory, cinnabar, and copper, remarkably preserved due to the conducive underwater environment.

The museum aims to establish itself as a unique tourist attraction complementing the country’s traditional safari offerings. The project’s designs were initially prepared with help from US architects in March 2012, making it the first museum of its kind in Sub-Saharan Africa, following Egypt’s underwater gallery near Sharm el-Sheikh.

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Source: Construction Kenya

Dubai Is Known for Luxury Travel — Now it Wants to Focus on ‘Real Culture’

Dubai boasts of the world’s tallest building, the world’s largest mall, and the only “unofficial” seven-star hotel. Four decades after embracing tourism, Dubai wants to hone in on the “real” aspects of the city and its hidden gems.

Issam Kazim, CEO of Dubai Tourism, said Wednesday at the Skift Global Forum 2024 that the city will rely less on its famous landmarks and celebrity campaigns, in favor of a more authentic tourism experience.

“I think initially Dubai started off… we needed to create enough noise to get attention, we needed landmark projects, 7-star hotels, islands. It did a great job to get people into the city, but it started to make people feel Dubai was just about new buildings and high-end luxury,” said Kazim.

“We might have missed out on talking about our people. Only when we had that dialogue, did we realize these gems are standing out. If we shed light on the people, Dubai is a different proposition and gets a soul.”

“People used to say Dubai was beautiful but lacked a soul. The city now is speaking to people, we’ve seen that post-Covid. We generated ‘warm’ momentum and people were focusing on Dubai for all the right reasons.”

Authenticity Over Star Power

For years, Dubai has been known for using celebrities in large tourism campaigns. In 2022, Bollywood legend Shah Rukh Khan was featured in a promotional video for the city, while the year before Zac Effron and Jessica Alba did the same.

This may appear as nothing more than using celebrities for “star power” but Kazim says the emirate is prioritizing “authentic” celebrity partnerships.

He said: “At this point, it has changed quite a bit, we have a lot of celebrities visit Dubai, so we’re not relying on them the same way we did in the past. If celebrities can genuinely show an organic experience… we do not seek celebrities who have not been to Dubai. We work with celebrities who genuinely love Dubai and visit frequently.”

Using Real People

To show the ‘real’ Dubai, Kazim and his team are working to highlight the city’s hidden gems and real people.

“We have an arts and culture scene, celebrating the variety in the country. A lot of people knew about the skyscrapers, but not the cultural districts. These cultural neighborhoods were lesser known but they can be enjoyed at lower budgets.”

“Over the past few years, we’ve leveraged celebrities and influences to bring attention to what’s happening in Dubai. Now we’re shifting from that and using real people and real families to talk about why Dubai is home for them.”

“Breaking down barriers is key, to changing perceptions. Even though Dubai is known for luxury, we’re changing that, Dubai can offer affordable luxury.”

Source: Skift

Over 100 Ugandans in Kenya to sample Coast tourism products

In Summary

  • The Ugandans will be touring the Coast with key attraction sites in Kilifi, Kwale and  Mombasa counties.
  • They will also be sampling the culture and cuisine of the communities.

Ugandan tourism stakeholders at the Moi International Airport in Mombasa on Wednesday

A group of more than 100 Ugandan tourism stakeholders are at the Kenyan Coast to sample the region’s tourism products in bid to strengthen the tourism relationship.

The Ugandans arrived at the Moi International Airport in Mombasa on Wednesday and will be at the Coast for a week.

“We are here to showcase to our brothers and sisters what the Kenyan Coast has to offer,” Mombasa Tourism Council chairman Sam Ikwaye said at the airport.

The Ugandans will be touring the Coast with key attraction sites in Kilifi, Kwale and Mombasa counties.

They will also be sampling the culture and cuisine of the communities.

“We will then be able to sell this destination as one,” Ikwaye said.

This is part of the collaboration between Kenya and Uganda that has been forged to boost both countries’ tourism industry.

They are collaborating to sell the destinations as one big entity where visitors to the East African region can be treated to the sites and sounds of both countries as a package.

This comes after a delegation of over 70 Kenyan tourism stakeholders visited Uganda last week for Kenya-Uganda conference and to sample the product in Uganda.

“This is a continuation of the Kenya-Uganda conference that was hosted in Uganda last week. We are here to continue the cooperation and complementarity,” Ikwaye said.

Uganda Hotel Owners Association CEO Jean Byamugisha said the collaboration will boost both countries’ tourism industries and in the process create jobs for youth and enhance foreign exchange earnings.

Last week, the association hosted the Kenya Travel Trade in Uganda for 10 days where Kenyan tour operators, hotel owners, hotel keepers and other tourism industry players attended.

“Kenya is our biggest source market, so we are trying to see how we can be able to firm up the partnership, coordination and cooperation between the two countries especially in the tourism industry,” Byamugisha said.

 “We coined a phrase ‘From the Bush to the Beach’, so we want a guest who comes to East Africa to come to the Bush in Uganda to see the gorillas and then to Mombasa and go to the beach,” Byagumisha said.

“I am proud that I am Ugandan and I am in Mombasa and have not used my passport but my national ID to come here,” she said.

Ikwaye said apart from tourism stakeholders, businessmen will also be engaged during the Ugandans’ stay at the Coast to help create networks and boost their own businesses.

“We have engaged the businesspeople, the county governments and particularly key marketing agencies, including  Kenya Tourism Board, to see how we can put together packages and how we can enhance cooperation between the two countries.

Ikwaye said the visit of the Ugandans is a great boost to Mombasa because the Mombasa Tourism Council has been looking at how to diversify and sustain their business offering.

“We are looking at how to grow regional and domestic business and this partnership and cooperation between Kenya Coast and Uganda serves that particular purpose. We are hoping that the council can ride on this partnership so we can offer new experiences for visitors.”

Source: The-Star

Nature’s Noble Heritage: KATA Explores BW Panari Resort’s Sustainable Sanctuary

By: Bryan Akoi

In a strategic move that signals the evolving landscape of Kenya’s luxury hospitality sector, the Kenya Association of Travel Agents (KATA) orchestrated an exclusive familiarization tour at the newly-minted BW Signature Collection’s crown jewel – the Panari Resort Nyahururu. This carefully curated expedition wasn’t just another hotel visit; it represented a masterclass in sustainable luxury tourism.

Perched majestically in Nyahururu’s pristine highlands, where the thunderous Thomson’s Falls meets the serpentine Ewaso Nyiro River, the resort emerged as a testament to thoughtful architectural integration with nature. Travel professionals discovered a property where luxury doesn’t whisper – it harmonizes with the environment in perfect pitch.

Panari Resort Nyahururu guestroom with seats and bed

“What we’re offering isn’t just accommodation; it’s an immersive journey into responsible luxury,” reflects Devendra Asher, Group General Manager of Panari Hotels and Resort. His eyes sparkle with enthusiasm as he adds, “When travel agents experience our commitment firsthand, they become not just partners, but passionate ambassadors of our vision.”

The property’s innovative design philosophy reveals itself through cottage-style havens that pay homage to their natural surroundings. Each room tells its own story through botanical-inspired wallpapers, bespoke wooden finishes, and the warmth of stone fireplaces – a deliberate departure from cookie-cutter luxury.

Beyond the architectural marvels, the familiarization tour unveiled the resort’s crown jewels: a solar-heated indoor pool that gleams like a jewel in the African sun, state-of-the-art meeting facilities that can host up to 300 visionaries, and a spa sanctuary that promises transformation. The Brown Olive Restaurant and Silky Oak Bar emerged as culinary destinations in their own right, where local flavors dance with international techniques.

But perhaps the most compelling narrative unfolded at the newly established Elephant Water Hole in Marmanet Forest. Here, luxury tourism and wildlife conservation converge in a dialogue that speaks volumes about the resort’s commitment to sustainable practices. The property’s proximity to Lake Ol’ Bolossat, a haven for 185 bird species, transforms every stay into a potential wildlife documentary.

As the sun painted the sky in hues of amber, KATA members, adorned in vibrant Ankara attire, gathered for more than just a dinner – it was a celebration of Kenyan heritage seamlessly woven into modern luxury. The evening’s sophistication was matched only by its authenticity, creating Instagram-worthy moments that told stories of cultural pride.

In a powerful finale that transcended typical hospitality gestures, participants wielded shovels instead of champagne glasses. The tree-planting ceremony, set against the backdrop of the resort’s existing environmental initiatives, wasn’t merely symbolic – it was a tangible commitment to carbon footprint reduction. Each sapling represented a promise: luxury tourism and environmental stewardship need not be mutually exclusive.

“This isn’t just about selling rooms,” one KATA member observed, patting the soil around a newly planted indigenous tree. “It’s about selling a vision of responsible luxury that our clients increasingly demand.”

As the curtain fell on this meticulously orchestrated familiarization tour, one thing became crystal clear: BW Panari Resort Nyahururu isn’t just another luxury address in Kenya’s hospitality landscape. It’s pioneering a new narrative where world-class amenities, cultural authenticity, and environmental consciousness converge to create experiences that are as sustainable as they are unforgettable.

For the discerning traveler seeking more than just a getaway, this hidden gem in Nyahururu offers something increasingly rare in today’s world – luxury without compromise, either to comfort or conscience.

Uganda hosts Kenya Coast Tourism Conference, boosting regional tourism

After two years talking and discussing, Uganda’s Ministry of Foreign Affairs and the country’s Consulate in Mombasa have this year decided to give their Kenyan counterparts, real life experience of what The Pearl of Africa offers.

“At the beginning of the partnership with Kenya Coast tourism stakeholders, we observed that very few of them, and Kenyans generally, knew about Uganda’s tourism products.  For mountain gorillas, many of them confessed that they used to sell Rwanda.  This is despite the fact that Kenya is the number one source market for tourists to Uganda,” a Ugandan official said.

The real life experience has already started, but officially, November 20 will be the historic date when Uganda for the first time hosts the Uganda- Kenya Coast Tourism Conference at Speke Resort Munyonyo. The first two conferences were held in Kenya – in November 2022 in Mombasa and the second one in November 2023 in Diani, Kwale County.

The third conference will be held on 20th– 21st November 2024 at Speke Resort Munyonyo, under the theme “The Uganda- Kenya Coast partnership: Promoting job creation, inclusivity and sustainability”.

The Conference will be attended by over 500 public and private tourism stakeholders from Uganda, Kenya and beyond who will work out a strategy for joint promotion of tourism between Uganda and Kenya Coast.

The conference will equip the key tourism players from Uganda and the Kenya coastal region with first-hand experiences of the key tourism attractions so that they are in better position to market these attractions.

Another key objective will be to promote regional tourism, and popularize the Entebbe – Mombasa route operated by the Uganda Airlines.  Previously, the only available air connection to Uganda from the Kenya Coast was by Kenya Airways, through Nairobi.

Ahead of the Conference, seventy (70) tourism stakeholders from Kenya have started a familiarization trip to Uganda from 8th – 18th November 2024 where they will visit Bwindi Impenetrable National Park, Kibale National Park, Queen Elizabeth National Park, Semliki Hot Springs, Source of the Nile and Namugongo Martyrs Museum A golf tournament between Uganda and Kenya will be held on 9th November 2024 at Kampala Golf Club.

Souce:  ATTA  

AirAsia X makes maiden flight to Kenya, opens gateway to Asia-Pacific

Kenya has taken a major step in enhancing its connectivity to the Asia-Pacific region with the arrival of AirAsia X’s maiden flight from Kuala Lumpur to Nairobi. 

The historic flight, which landed at Jomo Kenyatta International Airport (JKIA), marks the first direct connection between Malaysia and Kenya and positions Nairobi as a gateway to Africa for travellers from East and Southeast Asia.
The inaugural flight carried 377 passengers, including tourists, businesspeople, and students, and was welcomed with fanfare by top government and industry officials.

 

Kenya has taken a major step in enhancing its connectivity to the Asia-Pacific region with the arrival of AirAsia X’s maiden flight from Kuala Lumpur to Nairobi. 

The historic flight, which landed at Jomo Kenyatta International Airport (JKIA), marks the first direct connection between Malaysia and Kenya and positions Nairobi as a gateway to Africa for travellers from East and Southeast Asia.
The inaugural flight carried 377 passengers, including tourists, businesspeople, and students, and was welcomed with fanfare by top government and industry officials. 

This is a significant achievement for Kenya. We are opening our skies to the Asia-Pacific region, bringing more tourists and boosting our economy. With over 360 passengers on this maiden flight, we are well on track to achieving our tourism targets,” Miano said.
The route is expected to enhance trade, tourism, and investment opportunities between Kenya and Asia-Pacific countries. Passengers on the inaugural flight included travellers from China, Japan, the Philippines, Singapore, and Australia, underscoring the route’s potential to attract a diverse range of visitors.

 “This is our first flight into Africa, and it’s a momentous occasion. We aim to bring new travellers to Kenya, many of whom are flying for the first time. Our low-cost model ensures affordability and accessibility,” said AirAsia X CEO Benyamin Ismail
The direct eight-and-a-half-hour flight significantly reduces travel time, which previously required connecting flights taking up to 19 hours. AirAsia X will operate the route four times weekly, with plans to increase frequency based on demand.

This direct connection will enhance tourism, trade, and education exchanges, benefiting both countries,” said Malaysian Ambassador to Kenya, Ruzaini Mohamad.
The route is expected to attract delegations from Malaysia to Kenya. In the coming week, 12 Malaysian tech companies and 17 coffee distributors are set to visit Kenya, exploring opportunities in technology and coffee value chains.
Tourism industry stakeholders welcomed the development, citing its potential to boost the sector. Felix Musa, CEO of Viutravel, noted that direct flights not only enhance convenience but also bring competitive pricing.
 “This is a game-changer for the industry. We are working with AirAsia X to offer attractive packages for both inbound and outbound travelers,” Musa said.

Kenya’s Push for Lower Tourism Taxes and New Increased Marketing

As the festive season approaches, Kenya’s tourism stakeholders are urging the government to consider tax reductions to make the country more competitive in the regional tourism landscape. This call for action comes as Kenya aims to capture more international tourist interest and position itself as an attractive destination among its East African neighbors, particularly Tanzania and South Africa.

At a recent event hosted by Tamarind Tree Hotel, General Manager John Musau advocated for a reduction in levies on tourism services, notably game drives, which are central to Kenya’s safari appeal. Musau highlighted that by reducing taxes on these services, Kenya could enhance its appeal to international visitors and offer more affordable travel experiences. This could help Kenya compete more effectively with neighboring countries known for their strong tourism offerings, such as Tanzania and South Africa.

The Need for a Competitive Edge in the Tourism Market

In today’s competitive travel landscape, where destinations are vying to attract more international tourists, the cost of travel services plays a critical role. For Kenya, lowering taxes on experiences like safaris and game drives can help position the country as a more budget-friendly choice without compromising the quality of its offerings. According to Musau, this tax reduction is vital to helping Kenya achieve its target of 3 million tourist arrivals by the end of 2024 and 5 million in the coming years.

Kenya’s tourism industry saw remarkable growth in 2023, welcoming 2 million arrivals. To maintain and increase this momentum, the tourism sector needs to remain accessible and attractive. Musau believes that a well-considered tax policy would support this objective, creating a favorable climate for tourists who may be deterred by high service costs.

Increased Marketing Budget: A Strategy for Greater Visibility

Besides tax reductions, Musau also stressed the importance of increased marketing funds for the Kenya Tourism Board (KTB). With a larger budget, KTB could implement more robust and far-reaching campaigns to promote Kenya on a global scale. This would allow the country to reach a wider audience of potential travelers, showcasing the variety and richness of Kenya’s attractions, from the famous Maasai Mara and coastal beaches to lesser-known gems.

An increased marketing budget would enable KTB to participate in more international tourism events, advertise Kenya’s tourism offerings, and launch digital campaigns to reach younger audiences who rely heavily on social media when choosing travel destinations. This is particularly important as the global tourism industry grows increasingly digital, with social media playing a significant role in inspiring travel decisions.

Aiming for 3 Million Tourists by 2024: Kenya’s Ambitious Target

Kenya has set an ambitious target to increase its tourist arrivals to 3 million by the end of 2024. The country’s tourism growth in 2023, with a recorded 2 million arrivals, indicates a strong upward trend. However, reaching the 2024 goal will require strategic adjustments, including making Kenya’s offerings more accessible and appealing through price reductions and improved visibility.

The goal to welcome 5 million visitors within the next few years further underscores the urgency to address these competitive challenges. Musau’s call for lower taxes and increased marketing investment reflects the determination within Kenya’s tourism sector to keep pace with regional competitors and meet the demands of today’s global travelers.

How a Competitive Tourism Sector Benefits Travelers

For travelers, lower taxes on services like safaris and game drives translate into more affordable and appealing travel options. Kenya’s famed wildlife tours, known for offering some of the world’s most iconic safari experiences, would become more accessible to a broader audience, from budget-conscious backpackers to families looking for meaningful travel experiences. Reduced travel costs also provide travelers with more flexibility to explore other activities, such as beach resorts along Kenya’s coast, cultural visits to Maasai communities, and hiking in the country’s scenic highlands.

Additionally, the increase in KTB’s marketing budget would enable Kenya to showcase these diverse experiences on a global scale. Enhanced promotional efforts could attract travelers from various backgrounds and demographics, expanding the country’s reach beyond traditional markets. This visibility not only makes Kenya a recognizable name in global tourism but also invites travelers to discover the country’s full range of attractions, from adventure tourism to eco-travel and cultural heritage sites.

The Global Impact of Kenya’s Tourism Strategy

Kenya’s call for lower tourism taxes and increased marketing funding has broader implications for the global travel industry. As more countries compete to attract international tourists, affordability and effective promotion have become key factors in decision-making for travelers. By investing in these areas, Kenya could influence other destinations to consider similar strategies, potentially creating a ripple effect within the East African region and beyond.

For instance, Tanzania and South Africa, Kenya’s closest competitors in the safari market, may also consider revising their pricing structures to retain their market shares. This regional competition could ultimately benefit travelers, as countries strive to provide better and more affordable experiences. The international travel industry may also witness a trend toward cost-efficient travel experiences that cater to the budget needs of today’s travelers without compromising on quality.

Kenya’s Positioning within East African Tourism

Lower taxes and a stronger marketing presence could reinforce Kenya’s position as a top choice in East African tourism, particularly for safari-goers. The country’s diverse offerings, from world-renowned wildlife reserves like the Maasai Mara to luxury beach resorts, make it uniquely suited to benefit from increased tourist interest. By establishing a competitive edge, Kenya can attract travelers who may otherwise choose other safari destinations in East Africa, supporting its goal to reach and surpass the 3 million tourist mark by 2024.

Challenges Ahead for Kenya’s Tourism Sector

Despite the potential benefits, Kenya’s tourism industry faces challenges that must be addressed to ensure the success of this strategy. The call for lower taxes, while favorable for tourists, may raise concerns over revenue for local governments and the national treasury. Balancing affordable travel experiences with sustainable revenue generation will be essential in implementing these changes effectively. Additionally, coordination among tourism stakeholders, local governments, and national policymakers will be crucial to ensure that this strategy benefits both the economy and the local communities involved in tourism.

Final Thoughts: A Win-Win for Travelers and Kenya’s Tourism Industry

As Kenya works toward its 2024 and long-term tourism goals, stakeholders in the industry hope that a combination of lower taxes and more prominent marketing will make the country a highly competitive destination for travelers worldwide. With this strategic approach, travelers will have more affordable access to Kenya’s stunning wildlife, rich culture, and iconic landscapes, while Kenya stands to gain increased international visibility and a robust economic boost from tourism.

Kenya’s push for competitive tax policies and enhanced marketing illustrates how countries can adapt to meet the evolving preferences of global travelers. For tourists looking to explore Africa, this initiative may open doors to more accessible and memorable experiences, from game drives to coastal escapes. Kenya’s approach could very well inspire other destinations to evaluate their strategies, setting a new benchmark for travel affordability and appeal in the tourism sector.

Source: Travel and Tour World

Tourists exempted from declaring IMEI numbers upon arrival

NAIROBI, Kenya, Nov 8 – The Kenya Revenue Authority (KRA) has exempted tourists from declaring the International Mobile Equipment Identity (IMEI) numbers of their gadgets upon arrival, aiming to maintain seamless entry for visitors while enhancing tax compliance.

Tourism Cabinet Secretary Rebecca Miano emphasized Kenya’s role as a gateway to East Africa and its positioning as a regional hub for tourism and business, underscoring the need for easy accessibility.

“KRA has announced that tourists will NOT be required to declare their gadgets’ IMEI numbers upon arrival. Kenya’s strategic location as the gateway to East Africa positions it as a regional hub for tourism and business and must therefore remain easily accessible,” said Miano in a Friday statement.

Miano noted her collaboration with relevant authorities to prioritize a smooth, welcoming experience for visitors to Magical Kenya.

This exemption comes after KRA’s November 6 directive, which requires passengers entering Kenya to declare their mobile phones, including IMEI numbers, as a new tax compliance measure starting January 1, 2025.

The regulation aims to strengthen tax compliance and reinforce Kenya’s mobile device market integrity.

The directive will require all importers and assemblers to submit detailed entries—such as model descriptions, quantities, and IMEI numbers of mobile devices—through KRA’s Customs portal. Compliance will also include obtaining permits from the Communications Authority of Kenya (CA).

KRA has advised importers and stakeholders to familiarize themselves with these requirements to ensure compliance and a smooth importation process.

Source: Capital FM

New Coast Tourism Circuit Launched to Boost Visitor Numbers

A new Coast Tourism circuit in partnership with the Ministry of Tourism and Wildlife has been launched.

The initiative intends to create a robust National, County governments and private sector strategy to increase the number of tourists. It will involve rigorous marketing of available destinations both locally and internationally, besides creating more appealing packages.

During the launch CS Tourism and Wildlife Rebecca Miano said the move will involve rigorous marketing and resources mobilisation by all stakeholders. “We want to be more organized, we are going to address issues and come up with a unified work plan, “said CS Miano. She said the country had been hard hit by COVID 19 leading to low numbers of visitors.

The CS said the industry has since recovered and the ministry is targeting 2.5 m visitors in 2024. The target is to reach 3 million by 2026 and 5 million by the year 2027. “Tourism is the biggest earner of foreign currency, we want to train our youths to become goodwill ambassadors, their innovation and creativity will drive the industry growth, “said the CS.

The CS later paid a courtesy call to Mombasa Governor Abdullswamad Shariff Nassir CS Miano said the partnership with Mombasa was very crucial as the county was a top tourism destination. “We look forward to having a robust interaction and have results through an increase in the number of tourists, “said Miano.

The Governor said the county intends to put up more development at Mama Ngina park and urged the national government to revert it to county management. He said the new partnership will increase the number of tourists visiting Mombasa as a top destination. He said the newly launched circuit will bring together teams from different counties to come up with a unified strategy.