The tourism sector recorded an improved performance last year as a result of growth in the aviation sector and hosting of prominent conferences.
Data from the Economic Survey 2024 shows the number of international visitor arrivals grew by 35.4 percent to 2.086 million in 2023, from 1.5 million in 2022.
Further, the surge in the growth of tourist arrivals saw the sector reach a recovery rate of 102.5 percent compared to 2019, surpassing the global pre-pandemic recovery rate of 88 per cent.
The hotel bed-night occupancy rose by 23.2 per cent to 8.63 million in 2023 of which 53.5 percent were occupied by Kenyans. The trend shows a growing domestic tourism.
The improved performance indicates that the sector is likely to achieve the 2.5 million international visitor arrivals and 6.5 million bed nights’ occupancy by Kenyans as contained in the Third Medium Term Plan, 2018-2022.
The Tourism Research Institute, earlier this year released a report that showed that the tourism sector performance had rebounded strongly by Sh56.34 billion, surpassing the pre-pandemic earnings of Sh296.2 billion recorded in 2019.
The immense recovery has been attributed to the weakening of the Kenya shilling against major global currencies and the effects of inflation locally and internationally also the rebound indicates higher per capita spending by arriving tourists.
Following the impressive sector performance, the tourism report projects that the sector performance will grow to Sh430 billion in 2024.
It also projects hitting up to 1.024 trillion by 2028 indicating a possibility of the country achieving the government’s vision of attracting five million tourists by 2028.
On visitor arrivals, the tourism sector projects receiving 2.4 million tourists in 2024, and up to 5.7 billion visitors by 2028.
Visitor arrivals by point of entry increased by 36.4 per cent through JKIA and Moi International Airport when compared to the rise of 31.9 percent recorded through other border points in 2023.
The economic survey shows that most visitors came for holiday. 934,400 visitors came for holiday, 493,800 came for business, and 101,700 were on transit.
In the same period, the number of departing visitors increased by 36,4 per cent to 1,952,400 in 2023 to 1,431,800 in 2022. The hotel bed nights’ occupancy by residents of Europe more than doubled to 1,970,000 in 2023. This was attributed to notable growth in bed-night occupancy by residents of Germany, Italy and UK in 2023.
Kenyan residents accounted for more than half of total bed-night occupancy in 2023, highlighting the significance of domestic tourism.
Further, the hotel bed-night capacity grew by 8.4 percent in 2023, partly attributed to new hotels and the expansion of some of the existing ones.
The Henley Passport Index, a global authority on passport rankings, has revealed its 2025 list of the most powerful passports worldwide.
Drawing on exclusive data from the International Air Transport Association (IATA) and extensive research, the index ranks 199 passports based on the number of destinations their holders can access without a prior visa.
While African nations like Seychelles and Mauritius perform exceptionally well, a stark contrast remains between the continent’s most and least powerful passports.
For example, war-torn nations such as Somalia and Sudan rank near the bottom, highlighting the impact of geopolitical instability on mobility.
Here’s a look at the top-performing African passports on the Index this year:
Mauritius secures second place among African countries with its 151 visa-free destinations making it a standout performer.
3. South Africa – Rank 48 (106 Visa-Free Destinations)
South Africa is ranked 48th globally. Its passport holders can access 106 destinations without a visa.
4. Botswana – Rank 57 (88 Visa-Free Destinations)
Botswana’s passport grants its holders access to 88 destinations.
5. Namibia – Rank 62 (81 Visa-Free Destinations)
Namibia ranks among the top five African countries, offering access to 81 destinations.
Other Notable Mentions:
Kenya – Rank 68 (74 Visa-Free Destinations): East Africa’s leading passport.
Ghana – Rank 74 (68 Visa-Free Destinations): Ghana maintains its reputation as a gateway to West Africa with improved access.
Nigeria – Rank 94 (46 Visa-Free Destinations): Despite challenges, Nigeria’s passport holds significance due to its strategic importance in the region.
Tourism stakeholders operating at Kenya’s Coast have said that 2024 has been a remarkable year for them.
They said despite the year having witnessed Gen Z-led protests, it has still recorded a high number of tourists flocking to various places and booking hotels, compared to previous years.
In an interview with The Eastleigh Voice, the stakeholders expressed optimism that before the end of the year, the sector will hit 100 per cent performance, owing to the huge numbers of tourists who continue to book space.
They said that compared to previous years, this year’s high tourist season has seen tremendous performance.
Among the key stakeholders in the industry interviewed by The Eastleigh Voice across the six Coast counties included hoteliers, tour guide operators, beach operators, and officials representing various tourism entities in the region.
Those interviewed acknowledged having received early bookings in their premises with more expected during the December festive season and towards January 2025.
In Lamu, for instance, there has been a high number of French tourists booking space in the various hotels in Shella and other key tourist destinations across the archipelago.
Best tourist season
Lamu Tourism Association (LTA) Vice Chairperson Fridah Njeri expressed confidence that this year’s high tourist season will be the best compared to previous years.
“There are so many international tourists, particularly from France, booking space in Shella, Lamu, Kipungani and other places. That means by December and January, we shall be having tremendous bookings in our hotels,” said Njeri.
Former Kenya Tourism Federation (KTF) chairperson Mohammed Hersi lauded hotel owners at the Coast for their zeal and determination in ensuring they offer the best in terms of services to tourists visiting their premises.
Mohammed challenged those unwilling to undertake maintenance of their hotels to be ready to miss out on guests as many prefer looking for proper services elsewhere.
He also advised hotel and travel agencies to embrace the digital space to market their services.
He, however, noted that the 2024 high tourist season has already given an early indication of doing better compared to last year.
“In 2023, the high tourist season was good. We recorded almost 2.1 million guests, though some were from the East Africa region, that’s Uganda and Tanzania. We also had tourists from Europe, Japan, and America where I believe the money is. This year, I can see the season has picked well and we expect good results at the end,” Mohammed said.
Gen Z protests
Highlighting matters of the Gen Z-led protests, Mohammed said the situation had a negative impact, particularly for hotels offering conference services.
He expressed optimism about the industry getting back to its feet now that calm has been restored across the country.
“Gen Z protests affected tourism performance, though minimally. Hotels that handle conferences and meetings experienced lots of cancellations since they knew they couldn’t handle matters of evacuation of guests and tourists if the need arose,” said Mohamed.
“But I commend the state for ensuring calmness resumes. I also congratulate hotel owners for spending money in renovating their premises, meaning they have confidence that the future is bright,” he added.
In Kwale and the general South Coast destinations, stakeholders interviewed expressed hope and confidence in the high tourist season peaking well.
Leopard Beach Resort’s General Manager Kioko Musyoki noted that currently, the tourism sector is performing at between 70 to 85 per cent as most premises were receiving bookings almost on a daily basis.
Musyoki also doubles as the chair of the Kenya Association of Hotel Keepers on the South Coast.
“We normally record about 80 per cent plus in tourist bookings once the high season begins. Currently, we’re already between 70 to 80 percent performance. My appeal is for peace to prevail throughout the season. I am confident we shall hit above the 90 per cent mark this December,” said Musyoki.
Tourists at the KPA jetty in Lamu Town. (Photo: Farhiya Hussein)
Lamu Festivals
Lamu Tourism Executive Aisha Miraj banked her hope on this year’s festivals in the county to boost the tourism sector.
The sector is currently performing at 70 per cent. Among the events lined up included the Lamu Cultural Festival which was held between November 28 and November 30.
Miraj said there had been a low number of tourists coming to Lamu, particularly between April and June, which is considered off-peak or a low tourist season.
As of June this year, the Lamu tourism industry received a total of 1,090 international tourists who visited the archipelago.
Miraj expressed confidence in the Lamu tourism sector hitting the 100 per cent mark now that the high tourist season is already ongoing.
“The Lamu festivals have always acted as key tourist attractions. We’re, however, appealing for countries with active travel advisories on Lamu to lift them. I am aware French and German tourists aren’t allowed to travel beyond Lamu and Manda Islands and this is working to our disadvantage. I believe once such advisories are lifted, Lamu will do better in terms of international guests visiting this place,” said Miraj.
Dubai, United Arab Emirates – Dubai Festivals and Retail Establishment (DFRE), part of the Dubai Department of Economy and Tourism (DET), has unveiled its 2025 Retail Calendar, featuring an incredible line-up of citywide events and activities to further enhance the retail landscape. The 2025 programme of festivals and events promises a continuous celebration of shopping, entertainment, and cultural experiences that will delight all interests, and visitors and residents of all backgrounds.
Aligning with the ambitious goals of the Dubai Economic Agenda, D33, to further consolidate Dubai’s position as a leading global city for business and leisure, and make it the best city to visit, live and work in, the 2025 Retail Calendar programme builds on this vision with 18 unique events. Among them will be: the iconic Dubai Shopping Festival (DSF), the world’s longest-running retail festival; Dubai Summer Surprises (DSS), a great time to visit Dubai providing the ultimate in summer fun with citywide offers; Ramadan in Dubai, a celebration of community and the spirit of togetherness, offering a seasonal backdrop of unique culinary experiences, retail offerings, and events; and Eid in Dubai, an important date in the Islamic calendar and celebrated by Muslims all over the world, with families customarily exchanging gifts and donating to the less fortunate during this time. Each of these events is specifically curated to cater to different preferences with personalised experiences for millions of residents and tourists around the world.
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), said: “Driven by the visionary leadership of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to elevate the city’s position as a global events hub, the 2025 Retail Calendar is structured around a full year of carefully selected seasonal festivals and campaigns. In addition to catering to the interests of our citizens and residents, and reflecting the diverse population of Dubai, the calendar is aligned with the preferences of business travellers and leisure tourists. By enabling Dubai to make the most of the anticipated increase in visitor footfall over the coming year, this approach not only supports the growth of local businesses through essential partnerships with our key stakeholders, but also reinforces Dubai’s appeal as a premier shopping, tourism and entertainment destination, contributing to advancing the goals of the D33 Agenda.”
Returning for its fourth edition, the Dubai Esports and Games Festival (DEF) will take place from 25 April to 11 May 2025. With highlights such as the GameExpo, GameExpo Summit, Dubai Cosplay Championship, and Play Beyond, DEF further reinforces Dubai’s position as a global gaming hub, offering unparalleled gaming experiences, exciting esports tournaments, cutting-edge industry insights, and family fun events. The event features numerous citywide tournaments and activities, including education challenges, with engaging experiences allowing attendees to immerse themselves in various aspects of gaming and learning.
Dubai Fashion Season, a key pillar of the Retail Calendar, will engage fashion enthusiasts year-round. The Spring/Summer collection will be showcased in the first half of 2025, while the Fall/Winter collection will be showcased in the second half, highlighting Dubai’s position as a dynamic fashion hub and the No.1 city of global brands.
With participation from more than 1,000 brands and 4,000 outlets annually, the calendar is the first of its kind, aligning with industry needs and setting the foundation for the region’s retail approach. The calendar is also tailored to appeal to a diverse range of shoppers, providing targeted promotions and personalised shopping experiences that will contribute towards driving footfall and sales.
DUBAI RETAIL CALENDAR 2025
Dubai Shopping Festival – Date: 6 December 2024 – 12 January 2025 – About: The 30th edition of DSF is showcasing the very best of shopping, family-oriented events and entertainment that the city has to offer during a wonderful winter season, transforming Dubai into a hub of endless excitement and unforgettable adventures. The eagerly anticipated DSF season has kicked off with a stellar line-up of live music, enchanting experiences and extraordinary entertainment. The celebrations continue with only-in-Dubai citywide experiences and exciting events for everyone. For the latest news and announcements from Dubai Shopping Festival, visit www.visitdubai.com/whats-on/dsf and follow in real-time on social media @Dubaifestivals.
Chinese New Year – Date: 24 January 2025 – 2 February 2025 –About: Grand festivities across Dubai will mark Chinese New Year, with an extensive programme of live entertainment events and exciting offers. Spectacular fireworks, cultural performances, exclusive culinary offerings, and shopping promotions are all part of the annual line-up.
DSF Final Sale – About: Shoppers will have one last chance to snap up their favourite buys during DSF, with stores and malls around the city gearing up for a final weekend of unbeatable deals. The DSF Final Sale will feature reductions of 25% to 90% at more than 3,000 outlets across Dubai, giving savvy shoppers the ultimate opportunity to snap up the season’s last available items at a bargain. The mega weekend of shopping is also the last chance for mall visitors to enter citywide shopping promotions and raffle draws to win big prizes and take home huge rewards.
Dubai Fashion Season – Date: Q1 and Q2 2025 (Spring/Summer Collection Launch) Q3 and Q4 2025 (Fall/Winter Collection Launch) – About: Dubai Fashion Season positions Dubai as a destination that offers the most up-to-date shopping trends. Consumers have the opportunity to be the first ones in the region to own looks that are fresh ‘off the runway’ for spring and summer, including at some of the city’s world-class malls.
Ramadan and Eid in Dubai – Date: 28 February 2025 – 6 April 2025 – About: Inspired by the spirit and values of the Holy Month of Ramadan, this cultural initiative encourages local community and visitor participation in the month of reflection and self-discipline, through various activities based on Islamic values, heritage and tradition. Ramadan in Dubai has become an opportunity to promote cross-cultural understanding and offer non-Muslim residents and visitors the opportunity to learn more about the Islamic and Emirati ways of life, at a time when the city comes alive with community events, light art installations, night markets, a vast selection of dining including special menus at Ramadan tents, and incredible retail offers including wonderful gifting ranges for the season. The city remains fully open to welcome everyone across every experience in Dubai, with an added season of festivity that makes the city sparkle. – Marking the end of Ramadan, the city unites with a sense of generosity and sharing to celebrate Eid Al Fitr. Bright lights and decorations dazzle at every corner, while families and friends come together over delicious feasts. Shop for special sales, book unbeatable staycation packages and experience all the fun of this holiday.
The Great Online Sale – About: Shoppers should stay tuned for the announcement of a three-day exclusive online shopping event. This highly anticipated sale will feature unbeatable markdowns ranging from 30% to 95% on everything from clothing and luxury beauty products to electronics and more. Keep an eye out for the launch date to make the most of these incredible deals.
Dubai Esports and Games Festival – Date: 25 April 2025 – 11 May 2025 – About: Enhancing Dubai’s position as a global gaming hub, the Esports and Games Festival features 17 days of action-packed events and activities across the city. Visitors can enjoy gaming experiences, exciting esports tournaments, and cutting-edge industry insights. Exciting education initiatives will kick off in schools starting January 2025, followed by special education days at GameExpo on 7 and 8 May 2025. Dubai’s biggest B2B gaming event, the GameExpo Summit, will take place on 7 and 8 May 2025, followed by the GameExpo event from 9 to 11 May at the Dubai World Trade Centre in Zabeel halls 2 and 3.
3-Day Super Sale (3DSS) – Date: Edition 1: May 2025; Edition 2: November 2025 – About: Dubai is committed to maintaining its prominent global standing as a premier shopping destination, and one of the initiatives that reinforces this goal is the 3-Day Super Sale. Each edition is held exclusively over one weekend, and is designed to attract shopping enthusiasts and boost tourism by offering reductions ranging from 25% to 90% on a wide range of items, including clothing, shoes, accessories, electronics, furniture, homeware, and even groceries.
Eid in Dubai (Eid Al Adha) – Date: 2 – 8 June 2025 – About: Eid Al Adha in Dubai is a special time for togetherness, celebration, and the joy of giving. From family-friendly festivities to fantastic deals and offers that capture the spirit of the holiday, Dubai comes alive during Eid. The city offers incredible markdowns at malls, delicious meal deals across restaurants, and dazzling live entertainment, including fireworks and concerts that bring people together. Both residents and visitors can immerse themselves in the city’s rich culture and traditions, making Eid Al Adha a time to connect, share, and embrace traditions.
Dubai Summer Surprises – Date: 27 June 2025 – 31 August 2025 – About: Discover thousands of offers and fun things to do with Dubai Summer Surprises (DSS). Residents and visitors to the city can expect to find world-class shopping, incredible offers, amazing entertainment and dining, and new and exciting activities throughout the city. Summer is the best time for value in Dubai, with thousands of offers, and surprises that will delight, thrill and excite visitors of all ages. In a city built for all seasons, there is something for everyone to enjoy.
Back To School – Date: 4 – 28 August 2025 – About: Back to School is an exciting time of year, when parents can share in their children’s enthusiasm for updating school looks and accessories for the new school year. This key shopping period positions Dubai as a great place to do back-to-school shopping, as the city’s retailers offer attractive shopping promotions, especially for the season, and also encourage parents to spend time with their children while teaching them smart shopping habits.
DSS Final Sale – Date: August 2025 – About: The highly-anticipated DSS Final Sale features further reductions and incredible savings of up to 90% across several leading lifestyle, beauty, electronics and fashion brands across Dubai.
Dubai Home Festival – Date: 3 – 16 October 2025 – About: This festival provides fantastic savings on a range of home furnishing products, appealing to everyone looking to furnish their homes or upgrade their décor. The homewares segment will be activated through a series of special promotions at home stores across the city. Previous editions have even offered chances to win everything from incredible home make-overs to winning an apartment.
Festival of Lights in Dubai (Diwali) – Date: 17 – 26 October 2025 – About: The Festival of Lights is a time for reflection, family, and spreading positivity. The festival is a period for gift-giving, with many of Dubai’s top retailers offering exciting shopping promotions on gold and jewellery, bridal wear, fashion accessories, and home décor. The shopping malls and entertainment destinations put on a series of festive-themed events and activities that light up the city. It’s also a wonderful time to visit Dubai, especially for those on stopovers or looking to experience the city’s vibrant culture and rich gastronomy.
Dubai Fitness Challenge – Date: 1 – 30 November 2025 – About: The Dubai Fitness Challenge is a citywide movement promoting a healthier, more active lifestyle for all. Friends, families, visitors, colleagues, and communities commit themselves to 30 minutes of exercise for 30 consecutive days. It features an action-packed public engagement programme aimed at all ages and fitness levels, including fitness events, classes, and sporting activities, plus exciting deals and promotions across a wide range of retail, sports, and fitness providers, and healthy F&B concepts. Dubai Fitness Challenge’s flagship events include Dubai Run, Dubai Ride and Dubai Stand Up Paddle, all providing participants with unique Dubai fitness experiences in iconic locations.
Eid Al Etihad Celebrations (UAE National Day) – Date: 1 – 3 December 2025 – About: A tribute to the formation of the UAE, its unity and continued growth, the Eid Al Etihad celebrations consist of three days of festivities, including special retail promotions, fireworks displays, and activations all over Dubai, to honour the nation and its people.
Visit @DubaiFestivals on social media channels for more information.
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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 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. DET’s portfolio includes Dubai Economic Development Corporation (DEDC), Dubai Business Registration and Licensing 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).
About Dubai Festivals and Retail Establishment (DFRE) Dubai Festivals and Retail Establishment (DFRE), an agency of Dubai Department of Economy and Tourism (DET), is responsible for developing Dubai’s retail and festival sectors and supporting the city’s positioning as a world-class tourism destination with year-round family entertainment, shopping, and events.
Zambia has taken a monumental step in Southern African tourism by announcing the waiver of visa requirements for nationals of 53 additional countries. Starting January 1, 2024, this initiative builds upon the country’s successful 2022 policy that removed visa requirements for key tourism markets. With this development, Zambia solidifies its reputation as a regional leader in progressive tourism policies.
Expanding Visa-Free Access
The new visa policy, formalized through Statutory Instrument No. 78 of 2024, expands the list of visa-exempt countries to 167. This move reflects the Zambian government’s commitment to fostering international tourism and aligning with global trends for increased mobility.
President Hakainde Hichilema’s administration supports this policy with advanced border security measures, including a new passenger information system and the deployment of over 900 additional immigration staff. Furthermore, new immigration control points are being established nationwide to manage the anticipated rise in visitor numbers effectively.
Balancing Openness with Security
Zambia’s approach blends open-border policies with enhanced security, setting a standard for sustainable tourism growth. This policy shift aligns with the African Union’s vision for increased mobility across the continent and the broader objectives of the African Continental Free Trade Area (AfCFTA).
Tourism leaders like Jillian Blackbeard, CEO of Africa’s Eden, commend Zambia’s efforts. Blackbeard noted that the country’s progressive stance demonstrates a deep understanding of the tourism sector’s needs. She emphasized that Zambia’s successful 2022 visa waiver program had already proven the transformative power of such policies in boosting tourism accessibility.
Regional Developments: South Africa Follows Suit
Zambia’s strides in visa liberalization have influenced neighboring countries, with South Africa introducing its own measures to attract tourists from key markets like China and India. Scheduled to launch in January 2025, South Africa’s Trusted Tour Operator Scheme (TTOS) will streamline visa processes by allowing vetted tour operators to expedite visa applications for large tour groups.
TTOS aims to address challenges such as processing delays and language barriers, which have previously deterred tourists from these growing markets. By reducing red tape, South Africa hopes to capitalize on the potential of these key tourism markets, further enhancing its regional competitiveness.
Contrasting Policies in the Region
While Zambia and South Africa are advancing in visa liberalization, Namibia is moving in the opposite direction. Namibia recently announced new visa requirements for 31 countries, including major tourism markets, effective April 1, 2025. The decision has raised concerns among tourism experts, as it coincides with Namibia’s efforts to boost international air access through its “Air Connect Namibia” initiative.
David Frost, CEO of SATSA, the voice of inbound tourism in South Africa, expressed concerns about Namibia’s decision. He pointed out that introducing visa fees of N$1,600 (approximately US$88) for non-African Union visitors could negate the benefits of enhanced air connectivity. Frost contrasted Namibia’s policy with Zambia’s open-door approach, which he described as a clear example of how visa liberalization can drive tourism growth.
Economic and Tourism Impacts
Zambia’s progressive visa policy is expected to generate significant benefits for its tourism industry and economy:
Increased Visitor Numbers: The expanded visa-free access will attract travelers from a broader range of countries, boosting tourism revenue.
Regional Leadership: Zambia positions itself as a top choice for tourists exploring Southern Africa, offering ease of entry and rich cultural and natural attractions.
Investment and Collaboration: The policy aligns with the African Union’s goals, fostering regional cooperation and economic integration.
Meanwhile, Namibia’s restrictive policies may deter international visitors, undermining efforts to enhance its tourism infrastructure.
Global Implications for Travelers
For international travelers, Zambia’s visa liberalization simplifies travel planning and reduces costs, making it an attractive destination for adventure and cultural tourism. The policy sets an example for other nations seeking to balance openness and security while leveraging tourism for economic growth.
Conversely, Namibia’s stricter visa rules highlight the importance of aligning policies with broader tourism strategies. The disparity in approaches among Southern African nations underscores the need for cohesive regional frameworks to attract and retain global travelers.
Leading the Way in Southern Africa
Zambia’s continued efforts to liberalize its visa policies reaffirm its role as a leader in Southern African tourism. By adopting a balanced approach that enhances accessibility while maintaining border integrity, the country sets a benchmark for sustainable tourism development.
South Africa’s initiatives, such as the TTOS, further strengthen the region’s appeal, demonstrating how progressive policies can drive growth and foster regional cooperation. Together, these efforts position Southern Africa as a hub for international tourism, offering diverse experiences and welcoming policies for global travelers.
Looking Ahead
As Zambia implements its expanded visa policy, its success will likely influence other nations to reconsider their tourism strategies. By prioritizing openness and security, Zambia provides a roadmap for sustainable tourism growth in Africa and beyond. The contrasting approaches of Zambia, South Africa, and Namibia highlight the varying impacts of visa policies on tourism, offering valuable insights for global travel and tourism stakeholders.
Dubai, United Arab Emirates: The Dubai Department of Economy and Tourism (DET) has signed a strategic memorandum of understanding (MoU) with IHG Hotels & Resorts, one of the world’s leading hotel companies, to further enhance the destination’s offerings and visitor experience. The agreement encompasses joint marketing initiatives, training programmes for hospitality professionals, and the creation of new tourism experiences.
The MoU was signed by His Excellency Issam Kazim, CEO of Dubai Corporation for Tourism and Commerce Marketing (DCTCM), part of DET, and Haitham Mattar, Managing Director – India, Middle East and Africa, IHG Hotels & Resorts. It highlights DET’s ongoing commitment to working with regional and global hospitality brands to foster innovation and industry excellence, and is aligned with the ambitious goals of the Dubai Economic Agenda, D33, to further consolidate Dubai’s position as a leading global city for business and leisure.
Establishing a framework for further collaboration and alignment between the two entities, the agreement will see DET and IHG Hotels & Resorts work together on marketing and promotional campaigns, while the hotel group will also actively highlight Dubai as a premier tourist destination through its own marketing channels and social media platforms. In addition, the two entities will collaborate to create and enhance tourism products that showcase Dubai’s unique attractions, including cultural heritage tours and seasonal offers, which will be integrated into special packages that cater to different markets.
Through the MoU, employees at IHG Hotels & Resorts will be able to participate in training courses, offered by DET’s Dubai College of Tourism, and hotel staff will also have access to relevant resources and experts. These encompass specialised training sessions, workshops, and certification programmes, designed to equip employees with the latest industry knowledge and best practices. Another major focus is the integration of Dubai tourism experiences into the hotel group’s global IHG One Rewards loyalty programme with more than 130 million members, to incentivise repeat visits and enhance guest engagement.
His Excellency Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing (DCTCM), said: “Inspired by our city’s leadership and their focus on leveraging partnerships across the public and private sectors, this strategic collaboration with IHG Hotels & Resorts is an important step in achieving the goals of the D33 Agenda and will keep Dubai top-of-mind globally. It is a testament to the pivotal role of our stakeholders in driving sustainable growth and innovation in Dubai’s tourism sector, and will showcase the city to new audiences across international markets. As we continue to collaborate, we will introduce new experiences that attract a diverse range of travellers and enhance the city’s appeal as a world-class destination, enabling Dubai to further position itself as the best city to visit, live, and work in.”
Haitham Mattar, Managing Director – India, Middle East and Africa, IHG Hotels & Resorts, said: “Testament to our commitment to support the growth of the tourism and hospitality sector in Dubai, we are delighted to partner with the Dubai Department of Economy and Tourism through this strategic MoU. At IHG Hotels & Resorts we are committed to delivering exceptional experiences for our guests at exciting destinations, and this collaboration will allow us to showcase Dubai’s unique offerings even more widely and effectively. By leveraging our global and local reach through our world class loyalty programme, IHG One Rewards as well as impactful marketing and promotional campaigns, as we aim to promote Dubai as an inviting destination while enhancing the visitor experience, in line with our dedication to excellence in hospitality.”
In the Middle East, IHG Hotels & Resorts currently operates 117 hotels across nine brands, including InterContinental, Vignette Collection, Crowne Plaza, Holiday Inn, Holiday Inn Express, Staybridge Suites, Hotel Indigo, voco and Six Senses. The company has 27 properties in its Dubai portfolio, and new openings in the pipeline include Ciel, Vignette Collection in Dubai Marina, which is set to be the tallest all-hotel tower in the world when it opens in 2025, and the InterContinental Resort Portofino, The Heart of Europe, on The World Islands, which will be the InterContinental brand’s first resort property in Dubai, opening in early 2026.
Through strategic alliances, innovative ventures, and a steadfast commitment to excellence, Dubai continues to attract millions of visitors, bolstering the city’s dynamic economy. Following a landmark 17.15 million international overnight visitors in 2023, the growth of Dubai’s tourism sector has continued into 2024. Dubai welcomed 14.96 million international visitors from January to October 2024, an increase of 8% compared to the same period in 2023 – a record-breaking year for tourism in Dubai.
In the first ten months of 2024, Dubai’s hotel sector also continued to perform well across all hospitality metrics. Average occupancy stood at an impressive 77% from January to October, with Dubai’s hotel inventory consisting of 152,532 rooms across 827 establishments at the end of the period.
For more information about Dubai Department of Economy and Tourism (DET) and IHG Hotels & Resorts, please visit: dubaidet.gov.ae and ihg.com
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 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. DET’s portfolio includes Dubai Economic Development Corporation (DEDC), Dubai Business Registration and Licensing 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).
About IHG Hotels & Resorts
IHG Hotels & Resorts is a global hospitality company, with a purpose to provide True Hospitality for Good.
With a family of 19 hotel brands and IHG One Rewards, one of the world’s largest hotel loyalty programmes, IHG has more than 6,400 open hotels in over 100 countries, and a development pipeline of over 2,200 properties.
Premium: voco hotels, HUALUXE Hotels & Resorts, Crowne Plaza Hotels & Resorts, EVEN Hotels
Essentials: Holiday Inn Express, Holiday Inn Hotels & Resorts, Garner hotels, avid hotels
Suites: Atwell Suites, Staybridge Suites, Holiday Inn Club Vacations, Candlewood Suites
Exclusive Partners: Iberostar Beachfront Resorts
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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.
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.
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.”
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.”
Tourists at the KPA jetty in Lamu Town. (Photo: Farhiya Hussein)
