Dubai sees 18 percent rise in overnight visitors to 3.67 million in first two months of 2024.

The latest figures from the Dubai Department of Economy and Tourism (DET) revealed an annual increase of 18 percent in the number of visitors in the first two months of 2024. During January and February, Dubai received 3.67 million visitors, with 1.77 million visitors in January and 1.9 million visitors in February.

Origin of visitors

Western Europe was at the forefront of visitors to Dubai in the two months. Tourists from Western Europe constituted 21 percent of the total number of visitors to Dubai, or about 773,000 tourists. South Asia followed with 604,000 visitors, constituting 17 percent of the total number of tourists. Then came the Gulf Cooperation Council countries with 549,000 visitors, constituting 15 percent of the total.

Russia, the Commonwealth of Independent States and Eastern Europe ranked fourth, with 530,000 visitors, constituting 14 percent of the total number of tourists in Dubai. In fifth place, visitors from the Middle East and North Africa reached 448,000, constituting 12 percent of the total. Meanwhile, visitors from North and Southeast Asia recorded a share of 9 percent or about 340,000 visitors in Dubai.

The number of tourists arriving to Dubai from the Americas reached 240,000, making up 7 percent of the total. Meanwhile, the number of visitors from Africa reached 138,000, or about 4 percent of the total. Moreover, 53,000 visitors from Australia came to Dubai in January and February, making up about 1 percent of the total.

Hospitality sector surges

By the end of February, the number of hotel rooms in Dubai reached 151,269 in 826 establishments, compared to 148,450 rooms in 813 establishments by the end of February 2023. The average hotel occupancy in Dubai reached 87.1 percent, compared to 84.4 percent during the first two months of 2023. Meanwhile, the number of rooms booked exceeded 7.78 million, compared to about 7.28 million rooms during the first two months of 2023. Besides, the average length of stays reached 3.8 hotel nights during January and February 2024.

Notably, the number of 5-star hotel rooms in Dubai reached 52,118 in 161 establishments, accounting for 35 percent of the total number of hotel rooms. Meanwhile, the number of 4-star rooms reached 43,792 in 197 establishments, and the number of one- and three-star hotel rooms reached 29,037 in 275 establishments. The number of luxury hotel apartment rooms reached 13,764, and the number of medium-level hotel apartment rooms reached 12,558.

During the first two months of 2024, the average daily price of a hotel room in Dubai reached AED664, a 9 percent increase compared to AED609 during the corresponding period of 2023. Meanwhile, the average revenue from available rooms reached AED578, a 12 percent increase compared to AED514 in the first two months of 2023.

Source: Economy Middle East.

Dubai hospitality sector sets the pace for growth.

The year 2024 will see the opening of 31 new hotels in Dubai, while 2025 is expected to add 16 new hotels to the mix. This translates to a cumulative total of 851 by the end of 2024 and 867 by the end of 2025, a new report from Cavendish Maxwell says.

The emirate kick-started the year with the openings of ‘One & Only One Za’abeel’ (370 keys – Luxury), the ‘Mercure Dubai Deira’ (152 keys – Upper Midscale), and ‘The Lana Dubai Dorchester Collection’ (225 keys – Luxury).

Despite global conflicts and recent regional unrest, Dubai’s economy, driven by key sectors, such as tourism, remained steadfast in its recovery, the report said.

In 2023, the city welcomed 17.15 million overnight visitors, surpassing its previous high of 16.73 million in 2019 and the 14.36 million recorded in 2022.

Moreover, the tourism sector’s GDP contribution is expected to have nearly doubled this year from 2021 to 36.1%, and is forecasted to reach 2019 levels once again, by 2024.

To continue driving the upward trajectory of tourism in the country, the UAE has set ambitious goals in its National Tourism Strategy 2031, aiming to position itself as a top global destination by 2031.

The strategy aims to boost the tourism sector’s contribution to GDP by AED 450 billion ($122 billion), attract investments worth AED 100 billion, and welcome 40 million hotel guests annually by 2031. It also naturally plays into the Dubai Economic Agenda – D33.

In early 2023, the Dubai government unveiled its D33 Economic Agenda, with the goal of doubling the city’s economy within the next decade and solidifying its position among the top three global cities for travel and business. The tools underpinning this initiative are increasing foreign trade and foreign direct investment.

Dubai Tourism’s recent performance and future ambitions have been recognised globally, with the city being ranked as the No 1 global destination in the TripAdvisor Travellers’ Choice Awards 2024 for the third consecutive year.

Additionally, Dubai has been ranked first regionally and sixth globally as the best city in the world in the World’s Best Cities Report 2024. These accolades underscore Dubai’s commitment to tourism excellence and its status as a top global destination.

The growth recorded by Dubai Tourism in 2023 has certainly played an essential role in giving the city’s hospitality and real estate sectors a solid boost.

Dubai’s Airports

All air traffic in and out of Dubai is managed by two international airports: Dubai International Airport (DXB) and Al Maktoum International Airport (DWC).

In 2023, DXB surpassed pre-pandemic levels of passenger traffic, handling 86.9 million passengers. Forecasts suggest that by the end of 2024, this number could reach an estimated 88.8 million, nearing the record high of 89.1 million set in 2018.

Tourism Demand in Dubai

Dubai’s appeal as a tourist destination has been steadily increasing. In 2022, the city welcomed 14.36 million international overnight visitors, marking a 97% increase from 2021 and reaching 86% of pre-pandemic levels.

This upward trend continued into 2023, with 17.15 million visitors, a 19.4% year-on-year increase.

Source Markets for Dubai Tourism

In Q3 2023, India remained the largest source market for overnight visitors in Dubai, accounting for 14% of the total, followed by Saudi Arabia, the UK, and Russia, each at 7%.

Among the top ten source markets, China saw a 304.4% year-on-year increase, followed by Russia at 77.5% and Germany at 49.6%.

Notably, Saudi Arabia and Oman experienced drops in visitor numbers by 5.6% and 24.9%, respectively.

The Supply Side

Keeping up with the rise in tourism levels in Dubai, the hospitality industry has successfully adjusted supply to cater to increased demand. By the first half of 2023, the total number of hospitality establishments in Dubai had risen to 813, with 148,711 keys. Towards the end of the year, the total number of establishments stood at 820, with 149,685 keys ready to welcome guests.

Evolution in Keys

The number of hotel rooms saw a significant increase in 2021, with the largest growth during the recovery period at 8.7%.

Momentum continued in 2022 with a 6.2% increase, reaching a total of 146,996 rooms.

In 2023, there was a more modest increase of 2.2%, bringing the total room inventory to 149,685 rooms.

Room Supply by Hotel Type

Luxury hotel apartments saw the highest room supply increase yearon-year in 2023, soaring by 5.6%. 5 Star hotels experienced a 4.5% growth, while 4 Star hotels recorded a moderate 1.8% increase.

As of 2023, 67% of the current room supply falls within the Luxury, Upper Upscale, and Upscale classes, while the Upper Midscale and Midscale segments account for approximately one-third (27%) of the total inventory.

During the year, approximately 73% of the new supply was in the Luxury and Upper Upscale segments.

Openings in 2023 included Atlantis The Royal, the Cheval Maison, NH Collection Dubai the Palm, and the voco Dubai, The Palm. The Palm contributed approximately 1,600 new rooms to the current supply increase.

In 2024 luxury supply is expected to experience the most significant growth with 12 new openings planned, adding approximately 3,000 rooms.

Mapping Future Supply

Our estimates suggest that 2024 will see the opening of 31 new hotels in Dubai, while 2025 is expected to add 16 new hotels to the mix. This translates to a cumulative total of 851 by the end of 2024 and 867 by the end of 2025.

An important caveat to note is that the 2024 figures do not include projects that have already opened, such as the ‘One & Only One Za’abeel’ (370 keys – Luxury), the ‘Mercure Dubai Deira’ (152 keys – Upper Midscale), and ‘The Lana Dubai Dorchester Collection’ (225 keys – Luxury).

Market Performance

In 2022, occupancy rates at 73% nearly reached pre-pandemic levels at 75%. Dubai nearly reached pre-pandemic levels.

By the end of 2023, Dubai’s hospitality market achieved an outstanding average occupancy of approximately 77%, surpassing pre-pandemic levels for the first time.

Occupancy levels across Dubai increased by 6.4% year-on-year, with the Upscale and Upper Upscale segments noting the largest increases of 7.6% and 6.5% respectively. The Dubai Luxury sector saw an increase of 4.5% compared to 2022.

Average Daily Rate

In contrast to occupancy, 2023 saw market-wide ADR levels stagnating, recording only a minor increase of less than half a percent year-on-year. This is despite Dubai hosting the biannual AirShow as well as the one-off COP28 in November 2023.

The overall market ADR stood at approximately AED 700.

Breaking it down further, the Luxury and the Upper-Upscale segments saw ADR levels dropping by 1.4% and 0.4% respectively, whereas the Upscale and Upper-Midscale hotels experienced increases in ADRs of 5.3% and 3.6% respectively.

ADRs in Dubai saw a compounded annual average growth rate of 5.85% in the period 2018 – 2023.

A Look at Other Emirates – Occupancy 2023

Economic momentum carried forward from 2022 and 2023 saw a surge in demand-driven performance across the Emirates. All Emirates recorded an upswing in occupancy with figures well above the 70% mark. Abu Dhabi Resorts and Sharjah were the exception, achieving just below the benchmark.

RAK recorded the highest level of increase year-on-year of about 20%, with average occupancy reaching 74% (up from 61% in 2022) and surpassing pre-pandemic 2019 levels at 72%.

As per the RAK Tourism Development Authority (Raktda), the Emirate welcomed a record 1.2 million arrivals (+7.8%) and recorded 4.35 million guest nights (+23.2%).

Average Daily Rate by Emirates – 2023

Abu Dhabi’s hotel market recorded an upward trajectory in 2023 with ADR levels increasing by approximately 16% year-on-year.

Contrary to increases in occupancy levels across the Emirates, ADRs declined over the same period between 1.3% to 7.4% respectively.

Source: Trade Arabia.

Kenya’s WRC Safari Rally fuels intra-African Tourism push.

The Kenya Tourism Board (KTB) is seizing the marketing opportunity presented by the upcoming WRC Safari Rally to promote destination Kenya and stimulate travel, especially in the East African region.

KTB Ag. Chief Executive Officer, John Chirchir says that the world-famous motorsport tournament has immense potential for tourism growth and is among the board’s key strategies to boost arrivals from the wider East African region.

This, he noted, goes by the increasing number of tourist arrivals from the neighboring East African countries which now rank among Kenya’s top source markets.

“The upcoming WRC Safari Rally is a prime opportunity to showcase Kenya and the East African region’s unique tourism offerings to motorsports enthusiasts and leisure travelers alike. A source market like Uganda now firmly ranks second to the USA in tourist arrivals to Kenya, having contributed 125,556 visitors in 2023 compared to 87,448 in 2022 – a 43.6% growth,” Chirchir said on March 26.

Chirchir added: “Tanzania and Rwanda also feature prominently among our top ten source markets. We want to further stimulate interest and travel in an important regional bloc for us.”

As part of this integrated experiential marketing campaign, KTB is hosting several motorsports fans from Uganda ahead of the WRC Safari Rally set to roar into action this week.

The 150 motorsports fans drawn from various rally groups among Uganda’s motorsports community would later be treated to a breakfast meet and greet in Naivasha ahead of their curated itineraries that will offer them a glimpse of the country’s diverse tourism offerings.

Chirchir noted that this initiative is aimed at capturing the interests of a well-defined niche market with high potential.

“There is no better way to experience the excitement of the WRC Safari Rally than being part of it. Uganda’s fervor for motorsports extends beyond its borders, influencing the broader African motorsports culture. We want to give the Uganda motorsports fans a first-hand feel of what Kenya has to offer beyond the adrenaline-filled rally tracks,” he said.

Besides marketing the East Africa region as a single tourism circuit, the KTB boss was optimistic about such initiatives in further complementing and boosting intra-Africa travel.

The Safari Rally is slated for March 28-31, KTB will be looking to boost destination visibility and showcase Kenya’s unique tourism offerings to motorsports enthusiasts and leisure travelers alike.

The board in partnership with the Ministry of Sports and the WRC recently hosted top drivers for an excursion trip to the Maasai Mara National Reserve as part of this integrated campaign to immerse key influencers in the quintessential Kenyan safari experience.

Source: Independent.

June Chepkemei Appointed New Kenya Tourism Board CEO

June Chepkemei, the former Acting Managing Director at the Kenya Investment Authority (KenInvest), has been named the new Chief Executive Officer of the Kenya Tourism Board (KTB).

Chepkemei will hold the position for the next three years, succeeding John Chirchir who has been at the helm of the tourism board in acting capacity since November 2022.

Her appointment was confirmed via a gazette notice date March 19, 2024. “In exercise of the powers conferred by Section 37(1) of the Tourism Act, 2011, the Cabinet Secretary for Tourism and Wildlife appoints June Teclar Chepkemei to be the Chief Executive Officer of the Kenya Tourism Board,” the notice reads in part.

Chepkemei was appointed Acting KenInvest MD in January 2023 by then Trade Cabinet Secretary Moses Kuria.

She was at the time tasked with the responsibility of spearheading strategies to attract and grow investments to Kenya from USD 500 million to USD 10 billion by end of 2023.

In 2022, Chepkemei successfully led Kenya’s team in a fruitful bid to host the 41st International Association of Science Parks and Areas of Innovation (IASP) world conference slated for 2024.

She was also part of the team that was charged with delivering Technology and Innovation Jamhuri in 2022.

She has served as a member of the Taskforce on the Kenya Media Policy Guidelines, following her appointment by then ICT, Innovation, and Youth Affairs CS in 2021.

Chepkemei was named among the Top 25 Women in Digital 2021 having pioneered the Konza Innovation Ecosystem Initiative that brought together various industry stakeholders to support the commercialization of research, innovation and the development of new solutions and enterprises within Konza Technopolis.

In 2017, June was appointed as the Project Coordinator for a New Institute of Strategic National Importance, Kenya Advance Institute of Science and Technology (KAIST), that was developed by the Ministry of ICT & Digital Economy in partnership with the Ministry of Education (MoE).

Before joining Konza, Chepkemei was the Communications Business Partner at Safaricom Limited, after a six year stint in the media industry where she rose through the ranks from an intern to become a Business News Editor.

She holds a Master’s degree in Communications Studies from Moi University, a Bachelor’s Degree in PR & Communications from Moi University, Postgraduate Diploma in Professional Marketing from The Chartered Institute of Marketing of the UK, and an Executive Certificate on Innovation from Stanford Centre For Professional Development.

She is also a Chartered Marketer by the Charted Institute of Marketing (CIM), UK.

Source: Citizen Digital  

Dubai Tourism CEO on the Power of Bollywood, Indian Visas and Cricket.

Dubai Tourism CEO Issam Kazim joked that Dubai is an Indian city.

Speaking at Skift India Summit 2024 on Wednesday in Gurugram, India, Kazim had a point. Dubai and India are closely linked when it comes to Indians living in Dubai, as well as cultural and travel ties. Much of Dubai’s modern success as a tourism hub grows out the many Indians choosing to stay there.

Since 2015, India has reigned as Dubai’s largest inbound travel market, with around 2.5 million Indians coming into Dubai in 2023. The emirate runs 75 flights a day to and from India, though, according to Kazim, that’s still not enough.

“There is a surge in demand for Dubai from India,” he said. “The culture between India and the UAE is so strong. The historical relationship is so strong. It’s natural for a lot of Emiratis to speak Hindi fluently.”

In February, Dubai introduced a five-year multiple-entry visa for inbound Indian travelers, with visas being one of the best ways Dubai can demonstrate its intent to push travel.

Kazim explained: “We’ve rolled out many visas. We want people here for weekend getaways, sports, tourism. We want people here. We have a lot of visiting friends and relatives travel as well.”

He cited visas as an example of governmental-private sector collaboration.

“The government leads the way and the private sector follows. We have a constant dialogue with the private sector on how we can make their lives smoother,” he said “Visa policies are an example of that.”

Big on Bollywood

In 2022, Dubai Tourism launched a global campaign with Bollywood legend Shah Rukh Khan to promote the emirate and its travel spots. The video has attracted 10 million views.

According to Kazim, Bollywood stands as a huge travel generator for Dubai, serving as an “organic” way to drive interest.

“Bollywood has done a lot for Dubai,” Kazim said. “It’s more than just SRK (Shah Rukh Khan, India’s biggest movie star) as well. Dubai was always mentioned positively by India, there’s a positive synergy. SRK has that organic energy. There’s no act that he likes Dubai — he genuinely does.”

“Bollywood goes well beyond the boundaries of India,” he said. “Same in Middle East, same in Europe, same in U.S.”

India Premier League

Rumors cropped up earlier this month that the 2024 season of the Indian Premier League (IPL) could be moved to Dubai in April and May.

IPL was held in the UAE in 2020 across Dubai, Abu Dhabi and Sharjah as India was badly hit by the pandemic at that time.

Kazim did not confirm the claim, but said: “Dubai has always hosted IPL games, we know the importance of it for the India communities.”

Source: skift.  

Dubai showcases diverse destination offering at ITB Berlin 2024 Travel Trade Show

Berlin/Dubai– The Dubai Department of Economy and Tourism (DET) successfully showcased Dubai’s diverse destination proposition alongside 56 key partners and stakeholders at the recent Internationale Tourismus-Börse Berlin (ITB Berlin) trade show, 5-7 March 2024. This was the 32nd time that Dubai had exhibited at one of the world’s leading travel trade shows, which this year attracted almost 100,000 attendees.

Demonstrating the breadth of the city’s tourism offering to global travel industry leaders and professionals, DET was joined in Berlin by co-exhibitors from across the tourism ecosystem including government entities, hotels, tour operators and destination management companies (DMCs), and among them were Address Hotels + Resorts, Atlantis Dubai, Banyan Tree Dubai, Museum of The Future, and, for the first time, flydubai.

Participating at major international trade shows such as ITB Berlin is a key element of DET’s marketing strategy to promote Dubai to a global audience and grow inbound visitation from both traditional and emerging overseas markets. In 2023, Dubai welcomed a record 17.15 million international overnight visitors, representing a 19.4% YoY growth compared to the 14.36 million tourist arrivals in 2022. The German market played a crucial role, contributing significantly to Dubai’s tourism success, with a remarkable 36% YoY growth and 574,979 overnight guests in 2023.

At its stand in Berlin, the Dubai delegation engaged with travel trade professionals from around the world and welcomed top politicians and industry leaders including Kai Wegner, Governing Mayor of Berlin; Franziska Giffey, Berlin Senator for Economics, Energy and Public Enterprises; and Julia Simpson, President and CEO of the World Travel & Tourism Council.

His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: “As Dubai continues its growth in alignment with the Dubai Economic Agenda, D33, set forth by our forward-thinking leadership, we are strategically harnessing the significant momentum generated during a highly successful 2023 to showcase Dubai’s diverse destination offering to key overseas markets. The strong, unified presence of the Dubai delegation at ITB Berlin reflected the city’s robust public-private partnerships and our determination to showcase Dubai as the best city to visit, live, and work in. Together with our stakeholders we were able to enhance Dubai’s visibility and perception among travel trade professionals from around the world, creating new paths to attract more visitors to the city and consolidate its status as a leading destination.”

Dubai’s international visitor performance bolstered its ranking as the No.1 global destination for an unprecedented third successive year in the Tripadvisor Travellers’ Choice Awards 2024, the first city to achieve this unique accolade. This was further reinforced at ITB Berlin after Dubai was named 2023’s highest-rated destination in the Destination Performance Index (DPI) by IPK International, one of the world’s leading tourism consultancies specialising in tourism research, marketing and planning. The annual study, taking into consideration global tourist trips, traveller satisfaction, recommendations, and the desire to revisit, highlighted Dubai’s outstanding performance in attracting and satisfying tourists.

Reflecting Dubai’s commitment to creating unique and memorable experiences for travellers of all budgets and preferences, the milestones are testament to the emirate’s vibrant and diverse offerings, supported by world-class infrastructure, exceptional service at all touchpoints, and continuous collaboration between the government and private sectors.

This year’s ITB Berlin welcomed almost 100,000 visitors across the three-day event, including more than 5,500 exhibitors from 170 countries, 1,300 senior buyers, 80 ministers and state secretaries, 72 ambassadors, and 3,200 accredited journalists. Much-discussed topics at the Berlin Exhibition Grounds included AI and its potential uses in tourism and the urgency of the sector achieving sustainability.

During the event, representatives from the Dubai delegation observed global travel trends following discussions with visitors and media, such as the increasing interest in summer travel to Dubai. In addition to traditional peak seasons, the city’s diverse offerings, ranging from pristine beaches and luxury shopping experiences to exquisite culinary adventures, continue to attract visitors all year round. Additionally, there is a growing desire among travellers to explore Dubai’s rich cultural offerings, including the mountain enclave of Hatta, the majestic Hajar Mountains, and the Dubai Desert Conservation Reserve, creating a captivating blend of nature and traditional Bedouin culture.

About Dubai Department of Economy and Tourism (DET)

With the ultimate vision of making Dubai the world’s leading commercial centre, investment hub and tourism destination, Dubai’s Department of Economy and Tourism (DET) is mandated to support the Government in positioning the emirate as a major hub for global economy and tourism, and in boosting the city’s economic and tourism competitiveness indicators, in line with the goals of the Dubai Economic Agenda, D33, which aims to double the size of the emirate’s economy and consolidate its position among the top three global cities over the next decade.

Under this remit, DET is driving efforts to further enhance Dubai’s diversified, innovative service-based economy to attract top global talent, deliver a world-class business environment and accelerate productivity growth. Additionally, DET is supporting Dubai’s vision to become the world’s best city to visit, live and work in by promoting its diverse destination proposition, unique lifestyle and outstanding quality of life, overall.

DET is the principal authority for planning, supervising, developing and marketing Dubai’s business and tourism sectors. It is also responsible for licensing and classifying all types of businesses, including hotels, tour operators and travel agents. The DET portfolio includes Dubai Economic Development Corporation (DEDC), Dubai Business Licence Corporation (DBLC), Dubai Corporation for Consumer Protection and Fair Trade (DCCPFT), Dubai SME, Dubai Corporation for Tourism and Commerce Marketing (DCTCM), Dubai Festivals and Retail Establishment (DFRE) and Dubai College of Tourism (DCT).

Source: Zawya

Women Are a Driving Force for Travel & Tourism, says WTTC.

London, UK: To celebrate International Women’s Day, the World Travel & Tourism Council (WTTC) underscores the pivotal role of women in the global Travel & Tourism sector.

According to WTTC data, women in tourism comprise a significant portion of the sector’s workforce, accounting for nearly 40% of the total employment.

This marks a substantial increase from 2010 to 2019, highlighting a 24% surge in direct female employment within the sector, increasing from 38.6 million to 47.8 million.

Key findings reveal that hospitality stands out as the leading employer of women within the Travel & Tourism sector, with over half (52%) of all female employment in 2019 attributed to this segment.

Julia Simpson, WTTC President & CEO, emphasises the positive impact of women in the sector, stating: “Women in Travel & Tourism play a vital role. We are proud that our sector is one of the largest employers of women in the world.

“As our sector continues to grow, women have a key role to play; we have the opportunity to make Travel & Tourism more resilient and inclusive. Putting women at the heart of Travel & Tourism will be critical to securing a sustainable future for the sector.”

The global body’s data also reveals women in Travel & Tourism surpass the average workforce participation in other sectors globally. In regions such the Americas, women make up a larger share of employment in the sector compared to the economy-wide workforce.

As we celebrate International Women’s Day, this data underscores the significant contribution of women to the Travel & Tourism sector, portraying it as a catalyst for gender inclusivity and empowerment on a global scale.

WTTC remains committed to provide high-wage jobs, gender equality, and fostering entrepreneurship through SMEs, as well as generating more high-level opportunities for women within large corporations.

Source: WTTC

Kenya Banks On ITB Berlin Expo To Attract Tourists

Kenya is set to attend the ITB Berlin Expo, where they aim to market Kenya as tourism destinations to attract visitors.

In a press release on Wednesday, the Cabinet Secretary for Tourism and Wildlife (CS) Dr. Alfred Mutua stated that the strategic diversification of tourism products and development of tourism facilities and experiences is enhancing Kenya’s appeal in the global travel marketplace.

He added that Kenya is now well-positioned to optimize the benefits of tourism given the investments put in place by the government and the private sector.

Mutua spoke ahead of Kenya’s participation at the ITB Berlin travel slated for March 5th to 7th, 2024 in Berlin Germany.

Kenya will be represented at the fair by the Ministry of Tourism and Wildlife through the Kenya Tourism Board (KTB); which has set up the exhibition infrastructure and support to accommodate the maximum number of 42 travel trade representatives.

They will be seeking to strengthen and boost Kenya’s appeal to the global outbound market represented at one of the largest tourism expos.

“The ITB exhibition serves as a global tourism gateway that Kenya wants to ensure that it capitalizes on fully. The tourism fair directly links us with the German market and European Market which are important source markets for Kenya. Kenya’s tourism sector is on an upward growth trajectory, and we want to ensure that we enhance this momentum,” said Mutua.

“Our goal is to strengthen the destination’s appeal in our key and emerging source markets.”

Mutua cited Germany as a traditional source market while underscoring the prospects it holds as a key springboard to Kenya’s growth ambitions. Germany has accounted for 69,786 arrivals to Kenya in 2023, retaining its position among the top source markets.

The top six source markets for Kenya as per the recently released tourism report include the United States, Uganda, the UK, Tanzania, Italy, and Germany (211,581, 178,827, 140,768, 140,401, 58,731, and 69,786) respectively. German visitors are among the most travel-literate citizens in the world and usually engage in high-spending trips.

“Participating in ITB Berlin provides us with an invaluable platform to not only boost destination visibility but also engage with the travel trade stakeholders as we seek to optimize our destination marketing efforts. We intend to capitalize on the B2B meetings and networks to cultivate interest in Kenya among the European travel trade and consumers,” Mutua added.

The Kenya Tourism Board Ag. Chief Executive Officer (CEO) John Chirchir said that the board would be representing Kenya as a diverse tourism destination and would also use the opportunity to attract younger generation travelers.

“Germany and Europe, in general, are important source markets in our long-haul programmes, the ITB trade fair comes at an important time. We shall have an opportunity to engage with potential clients as we showcase the tourism opportunities, we have available for European visitors,” said Chirchir.

The ITB Berlin travel expo is widely recognized as one of the most significant events in the global tourism industry, attracting tourism professionals, travel agencies, tour operators, and media representatives from all corners of the world.

The travel fair is projected to attract more than 10,000 exhibitors and 160,000 visitors, reinforcing its status as the world’s leading travel trade show.

This participation comes in the wake of intensified marketing efforts by KTB in penetrating and growing emerging and key source markets.

The KTB had recently mounted a series of roadshows in the West African regions targeting Nigeria and Ghana as part of strategies to tap into the larger African market.

Source: Citizen Digital

How Kenya’s tourism is riding on sports

For decades, Kenya’s tourism offering was largely centred on wildlife and the beach destination. However, the ‘beach and bush’ experience has become cliché with many other countries on the continent offering similar packages.

The Kenya Tourism Board, the main organ marketing the country as a key destination has been forced to think outside the box and leverage on other activities to reel in the numbers.

Sports tourism seems to be on the rise, with the country hosting high-level events that have become crowd-pullers in recent times.

We take a look at some of these events and how they are slowly but steadily drawing in the much-needed foreign currency.

Magical Kenya Open

Muthaiga Golf Club is the theatre where 144 golfing greats are sweating it out in this year’s Kenya Open golf championship as part of the DP World Tour.

The game has a long history in Kenya. The first tournament was played in the same grounds in 1967 and was won by Englishman, Guy Wolstenholme.

Since then, several winners have gone ahead to record resounding success on the European Tour. There is always prize money to be won and this year, it totals close to $3 million (Sh436 million), no small change for chasing a small ball down the fairways for four days.

However, the players are also attracted by the country’s beauty and usually take a few days before and after the tournament to tour the country.

The international players also bring with them a host of personnel who in turn inject some cash into the local economy through tourism.

Magical Kenya Ladies Open

Like the Magical Kenya Open, the Ladies Open has become a crowd puller despite being played at the Baobab Course in Vipingo Ridge with the hot and humid atmosphere.

The championship began in 2019 and has become a signature event in the global golfing calendar, attracting viewership in over 350 million homes in 80 countries.

Since 2020, Vipingo Ridge has been a wildlife sanctuary and if you have followed the tournament that concluded a few days ago, you might have noticed how giraffes interrupted play several times.

There can be no better tourism marketing ambassadors than such animals strutting across the greens without a care in the world. In any case, are they not the real stakeholders in tourism?

WRC Safari Rally

The Safari Rally is no doubt one of the toughest rallies on earth. It is also an event that has put the country on top of the sporting world.

But did you know that the rally was born out of a dispute between two cousins?  Yes, Eric Cecil, as the story goes, was having a drink with his cousin Neil Vincent in a Limuru bar when the topic of motor racing came up.

Cecil was working for the East African Automobile Association and needed to know why Vincent never competed in the newly-created Langa Langa circuit in Nakuru.

Vincent’s reply? “I can imagine nothing more boring than driving round and round the same piece of track. But if you will organise an event where we get into our cars, slam the door, go halfway across Africa and back and the first car home is a winner, I will be in it.” That, to Vincent, was the utmost test between man and machine.

But Cecil faced a backlash from his bosses at the Automobile Association who told him company employees were there to “serve the general motoring fraternity and not some crazy ideas of cowboys.”

It took the death of King George 1 of England on the night of February 5-6 1952 with his young daughter, Elizabeth Alexander Mary ascending to the throne to convince naysayers about staging a rally in her honour. The first edition in 1953 was aptly named ‘The Coronation Rally’.

For decades, the fast cars zoomed in villages across the country before the event was downgraded to a Kenyan event.

In 2021, it returned to the World Rally Championship (WRC) calendar, and this year, it will start from the iconic Kenyatta International Convention Centre, KICC.

It will also be held from March 28 to 31, reclaiming its traditional spot as an Easter event and creating a “more successful and memorable experience”, according to WRC Safari Rally Kenya event Director Jim Kahumbura.

With each driver supported by a crew of about 100 and foreign journalists in tow, few events command global attention as the Safari Rally with this year’s event earmarked to hit the 100 million viewership mark.

East African Safari Classic Rally

This is the offshoot of the Safari Rally whose aim was to “revive the spirit of the original rally and cater to the classic car enthusiasts”.

The rally traverses through some of East Africa’s most scenic landscapes such as The Great Rift Valley and Amboseli in Kenya with spectacular views of Mount Kilimanjaro.

The rally has attracted key figures who previously raced in the Safari Rally such as Bjorn Waldegaard, Ian Duncan and Stiq Blomqvist. The effects of the rally on local tourism are no different from its sister event.

Participants and their crew members spend thousands of dollars on local communities during the event in terms of accommodation, meals, game drives and purchasing cultural artefacts.

Kip Keino Classic

On April 20, 2024, the fifth edition of the Kip Keino Classic will be staged at Nyayo National Stadium as part of the Continental Tour Gold series by World Athletics. It attracts athletes from all over the world thus giving it a global status.

In the last few events, hordes of foreign athletes and other sports enthusiasts have been seen thronging Nairobi National Park, the only wildlife park within the confines of a capital city.

Source: Standard Media.

Dubai announces a five-year multiple-entry visa for Indian tourists.

In light of a 34 per cent YoY growth in the number of Indian tourists the previous year, Dubai has announced a new visa plan to bolster travel relations with their now top source market- India.

While Dubai is known to be a hotspot for tourism worldwide, it is an undeniable favourite for Indian tourists looking for an international getaway.  Facts would attest, as just in the previous year Dubai welcomed 2.46 million overnight visitors from India according to the latest data from the Dubai Department of Economy and Tourism (DET). The significant hike from 1.84 million tourists in 2022 and the pre-pandemic figure of 1.97 million visitors shows a humongous 25% growth. This substantial number of international visitors from the Indian market has only added to Dubai’s record-breaking tourism performance in 2023 where the city welcomed 17.15 million international overnight visitors.

The growth not only aligns with the goals of the Dubai Economic Agenda, D33, launched just over a year ago by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai that promotes Dubai as one of the top cities globally for business and leisure but also promote a deeper economic and diplomatic relationship with India. Hence, to further this agenda with India as the top source market for Dubai, they introduce a Five-Year Multiple-Entry Visa for Indian tourists.  With this step, holders of the visa, issued within two to five working days of the service request, allow them to stay 90 days in the country, extendable to a total of 180 days in a year. Through this move, tourists can seamlessly engage in the city’s vast offerings with multiple entries and exits through the year encouraging flexibility for business engagements as well as leisure trips. The step increases connectivity between the two nations, fostering further collaborations and encouraging tourism. Additionally, DET is also actively participating in SATTE 2024, India’s leading trade exhibition to further promote trade relations.

“Dubai values its long-standing relationship with India, and our inbound visitation from the market in 2023 was outstanding, contributing to a record-breaking performance by our tourism sector. As a key market for Dubai, India will continue to play an integral role in enabling us to achieve the goals of the D33 Agenda, further reinforcing Dubai’s position as a hub for business, investment and tourism. The five-year multiple entry visa initiative signifies a strategic step towards deepening our already existing ties with India. This historic milestone will not only open doors to a longer and more enriching experience for Indian tourists but also provide a platform for increased economic collaboration. It is also a testament to Dubai’s commitment to India and the infinite possibilities that can be explored between the UAE and the sub-continent. With exceptional flight connectivity and our ongoing commitment to the Indian market, we are confident that our upcoming initiatives will further amplify awareness about Dubai’s diverse offerings, multicultural setting, and abundance of hotels and attractions, continuing to make it the top travel choice for Indian tourists,” stated Bader Ali Habib, Regional Head of Proximity Markets, Dubai Department of Economy and Tourism.

The long-standing relationship between the UAE and India rooted in centuries-old cultural exchanges and diplomatic cooperation once again progressed with this significant step. The golden city of Dubai is now more accessible than ever for Indian tourists to indulge in a world of luxury and opulence and the various experiences exclusive to Dubai.

Source:   Lifestyle Asia.