Unlocking East Africa’s potential as a premier medical tourism destination

East Africa’s healthcare sector has been on a transformative journey, driven by a decentralized government system and expanding infrastructure. The region is poised to become a top destination for medical tourism, tapping into its potential to offer world-class healthcare services to both local and international patients.

In a recent interview on CNBC Africa, Rashid Khalani, CEO of Aga Khan University Hospital in Nairobi, Kenya, discussed the advancements, opportunities, challenges, and collaborative efforts needed to unlock East Africa’s potential as a premier medical tourism destination. Khalani highlighted the strengths and opportunities that Kenya and the region possess in becoming a hub for medical tourism. He emphasized Kenya’s liberal visa regime, political and economic stability, excellent infrastructure, and investments in human resource capacity within the healthcare sector as key factors that position the country for success in medical tourism.

The CEO underlined the importance of quality healthcare services over just infrastructure, emphasizing the significance of skilled professionals and advanced technology in delivering superior patient care. When discussing the economic impact of medical tourism, Khalani pointed out that while there is no documented study on the exact figures, the potential for revenue generation in the industry is substantial.

Citing examples from countries like India, Turkey, and Dubai, where medical tourism contributes tens of billions of dollars to the economy, Khalani believes that East Africa, particularly Nairobi, could similarly benefit from this lucrative market. He estimated that the region could attract hundreds of millions of dollars annually through medical tourism, given the right investments and strategies.

However, Khalani acknowledged the challenges hindering East Africa’s path to becoming a top medical tourism destination, with a key focus on the lack of a robust manufacturing base for medical supplies and equipment. He emphasized the importance of building sustainable supply chains and investing in local manufacturing to reduce costs and enhance the region’s competitiveness in the global medical tourism market.

Khalani also stressed the need for ongoing investments in human resource capacity, particularly in subspecialized training for medical professionals, to elevate the quality of healthcare services and meet the diverse needs of patients seeking treatment in the region. Collaboration among East African governments was identified as a crucial component in advancing the medical tourism agenda. Khalani called for countries in the region to work together on joint manufacturing projects for medical devices and equipment, creating a tax-friendly environment to facilitate the seamless movement of goods and people across borders.

By pooling resources and expertise, East African countries could enhance their collective capacity and attractiveness as a medical tourism destination. Reflecting on the current state of infrastructure in East Africa, Khalani acknowledged progress but noted that significant development efforts are still required. While individual healthcare institutions like the Aga Khan University Hospital have made substantial investments in technology and quality enhancements, there is a broader need for infrastructure development across the region to support the growth of medical tourism. Khalani’s insights shed light on the journey ahead for East Africa as it strives to establish itself as a premier destination for medical tourism.

By addressing challenges, fostering collaboration, and prioritizing investments in healthcare infrastructure and human capital, the region can unlock its full potential and offer world-class healthcare services to a global clientele.

Source:   CNBC Africa.   

Read more articles on Kenya’s medical Tourism: Business Dailyhttps://www.businessdailyafrica.com/bd/opinion-analysis/columnists/how-kenya-can-unlock-its-medical-tourism-potential–4667234

Tourism boom as wildebeest migration roars.

It is all systems go for this year’s wildebeest migration at the Maasai Mara National Reserve as hotels experience up to 95 percent bookings.

A spot check by The Standard has revealed that investors are hopeful of reaping big from the phenomenon after devastating floods that wreaked havoc on some camps and lodges along rivers.

The peak season runs from July to September every year when millions of wildebeests spectacularly cross from the Serengeti National Park in Tanzania to the Maasai Mara Game Reserve in Kenya.

The spectacle attracts thousands of international and local tourists who book hotels and camps around the game reserve for the golden chance to watch the world’s eighth wonder.

The animals have to crisscross the Mara River several times in different spots where crocodiles prey on them.

This forms one of the highlights of the migration as the animals fight to cross the river in one piece.

Women selling beads at the Sekenani gate – the main entrance to the Mara- and artists are also reaping huge from foreign and local tourists.

“We are already reaping the fruits of the high season, as tourists have increased in number.

‘‘I now sell beads worth between Sh7,000 and Sh15,000 a day,” said Nayiarei Noonkipa.

The management of the reserve said they are expecting more than 100,000 tourists to witness the migration this year, which is to start by mid-July.

Mara Chief Park Warden Stephen Minis, on Saturday, said the number of tourists had increased tremendously in the past few weeks, and according to hotels inside and outside the reserve they are recording booming business.

Sarova Mara Camp General Manager Jane Kiragu is upbeat that the bookings were impressive despite challenges the tourism industry was facing locally following heavy rains that swept some tented camps and persistent demonstrations against the government.

Speaking to The Standard over the weekend, Kiragu said the hotel has 75 tents entry-level tents, 20 deluxe tents, 20 club tents and family tents, which are two-bedroomed, all fully booked for the next three months.

Kiragu said the experience in the hotel for their clients will be different as they are upscaling their tourism products and improving their tents to give their clients the experience of a lifetime.

“In Sarova, we are 95 per cent fully booked, and we are expecting more visitors.

‘‘We are currently trying to improve club tents, which are the hotel’s high-end tents, and the experience is quite different,” said Kiragu.

She said the difference is in the high-end tents since the hotel has introduced a private dining area dubbed ‘Olchani’ with a great experience in a woody area overlooking a little lake beside it, an open fireplace, a private heated swimming pool and a Jacuzzi.

According to their bookings, they have clients from all over Europe, with citizens of Spain, Britain, Germany, Dubai, India, and domestic market travellers.

Source: Standard Media.

Kenya’s tourism sector gears up for MKTE 2024

Investors in Kenya’s tourism sector are urged to leverage the upcoming Magical Kenya Travel Expo (MKTE) to forge global partnerships and enhance business opportunities.

Tourism PS John Ololtuaa emphasized that MKTE plays a crucial role in facilitating local enterprises and start-ups to access international markets, particularly benefiting those unable to participate in overseas expos due to cost constraints.

“This expo has consistently fostered linkages and collaborations between local tourism businesses and global markets, leading to significant growth within Kenya’s tourism sector and the diversification of our tourism products,” stated PS Ololtuaa.

Speaking at an MKTE partners’ event, gearing up for its 14th edition from October 2nd-4th, 2024 at Uhuru Gardens, Nairobi, stakeholders explored collaboration opportunities to enhance the premier travel show in East Africa.

Last year, MKTE attracted over 3,000 delegates from 25 countries, showcasing Kenya’s diverse tourism offerings.

The 2024 edition aims to host 5,000 delegates, including 160 hosted buyers and over 100 buyers’ clubs.

PS Ololtuaa reaffirmed the ministry’s commitment to fostering an enabling environment through public-private sector engagements, aimed at supporting tourism businesses, especially at the grassroots level.

“As we focus on attracting international visitors, we must also promote domestic tourism, which presents untapped potential. Encouraging Kenyans to explore their own country will capitalize on high-quality local experiences and facilities,” added Ololtuaa.

Kenya Tourism Board (KTB) CEO June Chepkemei expressed optimism for MKTE 2024, highlighting its role in providing affordable access to international suppliers and markets for Kenyan travel trade, county governments, and affiliated brands.

“This year, our strategy includes targeting new source markets such as Brazil, Mexico, Saudi Arabia, Qatar, UAE, and Australia, alongside traditional markets in Europe and Africa, in line with our destination diversification efforts,” Chepkemei noted.

KTB aims to achieve a target of 3 million visitors by the end of 2024, building on MKTE’s reputation as a pivotal event in Kenya’s tourism calendar.

Source: KBC  

Travel & Tourism in Kenya Injected KES 1TN to the national economy last year.

The World Travel & Tourism Council’s (WTTC) 2024 Economic Impact Research (EIR) has today revealed a record-breaking year for Travel & Tourism in Kenya, contributing KES1TN to the national economy in 2023.

Sector jobs grew 6% to reach a record 1.55MN, accounting for one in 13 jobs across the country.

While domestic visitor spending reached more than KES 466BN last year, almost 15% over the previous peak and setting a new record, spending by overseas visitors continued to trail the highpoint of 1999 to reach just KES 266BN.

Julia Simpson, WTTC President & CEO, said; “The recovery of Kenya’s Travel & Tourism sector is a testament to its resilience. Achieving record-breaking growth across economic contribution, jobs, and domestic visitor spending highlights the sector’s vital role in the nation’s economy.

“Although international visitor spending is currently lagging behind its high point, the future of Travel & Tourism in Kenya looks strong, with substantial opportunities for growth and development over the next decade.”

What Does This Year Look Like?

According to the global tourism body’s latest research, Travel & Tourism’s contribution to Kenya’s economy is forecast to grow 9% year-on-year to reach almost KES 1.15TN.

Jobs supported by the sector are projected to reach more than 1.6MN, representing almost 8% of jobs in Kenya.

Domestic visitor spending is expected to continue driving the sector to reach KES 521BN, but spending by travellers from overseas is forecast to remain below the previous high to reach KES 289.5BN.

What Does the Next Decade Look Like?

With the right government support, WTTC is forecasting that the sector could grow its annual GDP contribution to KES 1.7TN by 2034, representing 7.4% of Kenya’s economy, and could potentially employ more than 2.2MN people across the country.

See all the data in our Kenya Travel & Tourism Economic Impact Report on the WTTC Research Hub.

Source: Breaking Travel News.  

The World Travel & Tourism Council’s (WTTC) 2024 Economic Impact Research (EIR) has today revealed a record-breaking year for Travel & Tourism in Kenya, contributing KES1TN to the national economy in 2023.

Sector jobs grew 6% to reach a record 1.55MN, accounting for one in 13 jobs across the country.

While domestic visitor spending reached more than KES 466BN last year, almost 15% over the previous peak and setting a new record, spending by overseas visitors continued to trail the highpoint of 1999 to reach just KES 266BN.

Julia Simpson, WTTC President & CEO, said; “The recovery of Kenya’s Travel & Tourism sector is a testament to its resilience. Achieving record-breaking growth across economic contribution, jobs, and domestic visitor spending highlights the sector’s vital role in the nation’s economy.

“Although international visitor spending is currently lagging behind its high point, the future of Travel & Tourism in Kenya looks strong, with substantial opportunities for growth and development over the next decade.”

What Does This Year Look Like?

According to the global tourism body’s latest research, Travel & Tourism’s contribution to Kenya’s economy is forecast to grow 9% year-on-year to reach almost KES 1.15TN.

Jobs supported by the sector are projected to reach more than 1.6MN, representing almost 8% of jobs in Kenya.

Domestic visitor spending is expected to continue driving the sector to reach KES 521BN, but spending by travellers from overseas is forecast to remain below the previous high to reach KES 289.5BN.

What Does the Next Decade Look Like?

With the right government support, WTTC is forecasting that the sector could grow its annual GDP contribution to KES 1.7TN by 2034, representing 7.4% of Kenya’s economy, and could potentially employ more than 2.2MN people across the country.

See all the data in our Kenya Travel & Tourism Economic Impact Report on the WTTC Research Hub.

Source: Breaking Travel News.  

Dubai Emerges as a World-Class Destination for Luxury Yachts

In recent years Dubai has commanded attention for its spectacular architecture, vibrant economy, and allure for luxury travelers. It’s hard to believe that not too long ago this innovative city was a small trading port; now it is a state-of-the-art maritime center as well as a world-class destination and home base for yacht owners. Over the past decade Dubai has strategically developed its amenities and services with the aim of creating a thriving nautical ecosystem. For foreign-flagged craft the introduction to the area begins with a seamless arrival experience.

Today there are 22 marinas and more than 3,600 berths for boats, including many for superyachts, megayachts, and gigayachts. To accommodate these vessels an array of modern maintenance and repair facilities has opened, along with technical support, specialty marine stores, and, notably, marina-based health and wellness centers that cater to yacht guests and crews.

The warm weather and safe, tranquil seas here, especially from October to April, provide extraordinarily pleasurable cruising conditions, all complemented by Dubai’s land-based attractions. The city is known for its scenic coastline, luxe hotels, cultural fare, and award-winning restaurants. Cruise-in, dock-and-dine opportunities are a new trend, offering the possibility to moor for a few hours while enjoying fine dining at a resort or hotel, a spa treatment, or the amenities of a beach club.

Luxe and well-equipped marinas abound. Among the newest and most popular are the following: 

Dubai Harbour, which opened in 2020 with space for 700 vessels, is in the heart of Dubai, with easy access to tourist attractions and encompassing cafes, shops, VIP lounges, and the Dubai Harbour Yacht Club.

Nakheel Marinas Dubai Islands was launched in 2023 along the city’s north coast, offering easy cruising to the open sea; it can accommodate 13 superyachts at a time.

Luxurious and picturesque P & O Marinas has a total of 1,200 wet berths and 600 dry berths and includes well-known Mina Rashid, which can host a range of pleasure craft, plus superyachts between 25 and 160 meters.

Located on the prestigious Jumeirah Bay Island, along a promenade that resembles a Mediterranean village, Bulgari Marina & Yacht Club is a superyacht anchorage that includes berths for vessels from 10 to 40 meters as well as dock-and-dine services.

Also noteworthy are Bay Marina, Dubai’s first dedicated superyacht marina, with berths for vessels up to 160 meters; Palm View Marina, located on the Dubai Harbour seafront, which boasts a lively shoreside walkway; and Nakheel Marinas on Palm Jumeirah, which welcomes a range of sailing vessels with 261 berths in two marinas plus luxury yacht services.

Dubai’s busy winter-season calendar is filled with international events that appeal to yacht owners and other high-end travelers. The Dubai Desert Classic, Dubai Duty-Free Tennis Championships, Emirates Dubai Sail Grand Prix, Emirates Dubai 7s rugby, and Dubai World Cup horse racing are just a few of the must-see tournaments for sports aficionados. On the cultural scene, there are Art Dubai, Dubai Watch Week, DIFC Art Nights, and World Art Dubai. High-profile maritime expositions that showcase the latest in yacht design, technology, and luxury include the Dubai International Boat Show, which celebrated its 30th anniversary earlier this year, and the three-day Gulf Superyacht Summit 2024, coming in November.

As Dubai has grown as a world-class yachting destination, the city has also focused on sustainability of its rich marine environment through collaborations and green marina initiatives with the aim of promoting responsible yachting and protecting the ocean’s biodiversity. Ensuring the health of the seas is a crucial element in maintaining Dubai’s importance to the luxury yachting community now and for generations to come.

Source: Robb Report.

Kenya backs to UN tourism growth agenda

In Summary

•Kenya was elected to chair the UN Tourism’s Committee on Tourism Competitiveness until 2027 earlier this year, after defeating strong bids from Thailand and Malta.

•UN Tourism Secretary General Zurab Pololikashvili has called for more cooperation within the regions, including joint meetings.

Kenya has committed to supporting the UN Tourism’s growth and sustainability agenda aimed at promoting tourism as a leading economic activity. Tourism is the world’s fifth export earning category as of the close of 2022.

The 121st session of the UN Tourism Executive Council was held in Barcelona, Spain, and chaired by Saudi Arabia Minister for Tourism, Ahmed Al Khateeb.

Kenya called for enhanced collaboration and resource mobilization to strengthen the organization, amidst the global economic strains.

“Global tourism is recovering fully from the effects of the pandemic and many destinations are getting past the mark of the pre – Covid era. The world is alive to the gains of the tourism sector and Kenya is aligned to tap in other global trends” Tourism and Wildlife Cabinet Secretary Alfred Mutua, who sent a delegation to Barcelona, said.

He said Kenya is committed to working closely with the UN Tourism and member states, to ensure tourism continues to be a key economic driver.

Mutua urged member states to explore innovative ways to raise funds and partner with other UN agencies such as the UN-Habitat and the private sector.

He said Kenya would leverage on the various programmes of UN Tourism in various areas including capacity building, community-based tourism, artificial intelligence, innovation, education, product promotion among others.

The CS further highlighted the need to regularize the election cycle and address non-compliance of membership fees as key to providing predictable budgeting and financing, that allows the UN Tourism to effectively execute its core functions of supporting regional workshops and initiatives.

As chair of the Committee on Tourism and Competitiveness until 2027, Kenya aims to steer other members into leveraging global data, research, case studies and partnerships to enhance global policies, as well as its own tourism policies and strategies.

The country also seeks to ensure the interests and needs of African and developing countries are represented amidst the voices of more established tourism markets on the global stage.

Kenya was elected to chair the UN Tourism’s Committee on Tourism Competitiveness until 2027 earlier this year, after two rounds of voting, defeating strong bids from Thailand and Malta.

UN Tourism Secretary General Zurab Pololikashvili made a call for more cooperation within the regions, including joint meetings.

The Americas and Africa will meet in 2024 and Kenya will be part of the Africa talks slated for July 2024 in Zambia.

Source:  The-star.  

Kenya optimistic to receive increase of Chinese tourists

The number of Chinese tourists bounding for Kenya may triple over the next few years, following a surge in arrivals to the East African country last year, according to the tourism authority in Kenya.

Kenya’s tourism sector, a pillar industry, sees a huge opportunity in the Chinese market, and the country will intensify cooperation with industry players in China to tap the potential, June Chepkemei, the chief executive officer of the Kenya Tourism Board, said on Wednesday.

Tourism arrivals from China last year exceeded 52,000, a 161 percent growth compared with 2022, she said.

“China was the most improved tourism source market in 2023. Majority of the tourists come for leisure holidays followed by business and conferences,” she said at a tourism promotion event in Kenya’s capital Nairobi, which was held in collaboration with the Chinese city of Zhengzhou.

“Kenya Tourism Board is keen to collaborate with many stakeholders like media, governmental bodies, private sector partners like China based tour operators, online travel agencies, corporates and airlines to market Kenya,” Chepkemei said, adding that Kenya sees a huge opportunity in large number of Chinese outbound tourism and aims to attract 150,000 tourists annually.

Chinese tourists restarted to travel overseas in January last year, with the lifting of overseas travel restrictions by the government. Outbound travel from China was largely halted for three years, to prevent transmission of the virus, since the start of the COVID-19 pandemic.

Kenya, she said is the home of human origin hence people from across the globe are welcome to visit the east African country, to experience the thrill of adventure, enjoy authentic cultural immersive experiences and view teeming and diverse wildlife.

This is in addition to enjoying pristine beaches with warm waters, welcoming and hospitable Kenyans as well as enjoy Nairobi – the best city to visit in year 2024 according to Lonely Planet.

On Wednesday, the Kenya Tourism Board expressed an intention to partner with Zhengzhou Radio and Television station to market Kenya as a tourist destination to Chinese.

“Media plays a very key role in amplifying destination marketing. We are keen to leverage Kenya’s and China’s vibrant media landscapes to keep the tourism narratives alive, telling experiential stories to inspire travel,” Chepkemei said.

She said Kenya Tourism Board is happy to share video content of Kenya’s tourism experiences with Zhengzhou Radio and Television Station. The content will showcase Kenya to Chinese people, aimed at sparking or keeping alive the interest and desire to visit MagicalKenya, an all year-round destination.

To further woo Chinese travelers to Kenya, on May 10, the Kenya Tourism Board in partnership with the Hunan Provincial Department of Culture and Tourism, launched China-Kenya Tourism Service Platform, aimed at linking Chinese travelers with the Kenyan tourism market.

Towards the end of last year, the board also held roadshows in Beijing, Shanghai and Guangzhou to market Kenya as a year-round destination among Chinese tourists. ‘

The shows involved business-to-business sessions between travel trade officials from Kenya and tour operators from China.

The Kenyan tour operators got an opportunity to reconnect with their counterparts in China and got clear understanding of the tourists’ interests and preferences.

Source: China Daily.

Dubai Tourism signs deal to ease payments

The Department of Tourism & Commerce Marketing (Dubai Tourism) and Al Ansari Exchange have signed an agreement to facilitate payments for a range of tourism and travel-related services.

Under the agreement, partners of Dubai Tourism, including hotels, event organisers, tour operators and tourism companies, will be able to make payments for services through 183 branches of Al Ansari Exchange across the UAE.

The agreement was signed by Ahmed Khalifa Alfalasi, CEO of corporate services and investments, Dubai Tourism, and Rashed Ali Al Ansari, general manager of Al Ansari Exchange.

Alfalasi said: “The partnership will take our payment system to the next level of reliability and convenience. This agreement means that our partners no longer need to visit Dubai Tourism offices to make payments.”

Al Ansari said: “We are pleased to collaborate with Dubai Tourism to enable customers to pay the travel and tourism services fees through our wide branch network across the UAE. Under this agreement, all companies, organisations and individuals working in the travel and tourism sector are able now to make payments with ease and convenience.”

Source: Khaleej Times.

MICE industry has bounced back

South Africa’s MICE industry has bounced back from the effects of the COVID-19 pandemic, according to Gary Koetser, CEO of Century City Conference Centre and Hotels in Cape Town.

In an interview with Tourism Update, Koetser said the MICE industry “took a hell of a knock during COVID”, and that there was much talk at the time that conferencing would never be the same again.

However, in retrospect, there were many positives for MICE that came out of COVID, Koetser believes.

One of these positives was that people realised the critical need for in-person meetings and interactions.

‘Doing unbelievably well’

Koetser said that, in fact, the MICE industry was doing unbelievably well, and he provided the following stats from Century City to prove his point:

Average size of conferences has increased by 26% in Q1 of 2024 compared with Q1 of 2023.

Revenues have grown by 24% in the Conference Centre when comparing Q1 of 2024 with Q1 of 2023.

Delegates attending conferences have a longer length of stay. The average length of stay from conference delegates is 15% longer than other market segments such as traditional corporate and leisure guests. They stay for the conference and then have either added on days to their itinerary for other meetings or leisure.

11 International conferences are already secured for the next 12 months compared with six in the previous year. These conferences will bring over 6 000 delegates to Century City and amount to approximately R40 million (€2m) in revenue for the local economy.

Booking pace is up 15% this year compared with last year for the next six months (July-December), and forecasted to be 21% up on revenue compared with the same period last year.

R15 million (€758 660) investment into a new venue, The Verve, and refurbishment of the Conference Centre, which commenced in July 2023 and was fully completed in March 2024.

“Some hotels can host up to 300 delegates, maybe 350 at a push, and then the Cape Town International Convention Centre can accommodate the larger conferences from 1 500 delegates upwards. Therefore our Conference Centre was purpose-built for conferences between 350 and 1 200 delegates,” said Koetser.

He added that the Conference Centre was driving occupancy into the six or seven surrounding hotels, which are all within walking distance of the Conference Centre as well as foot traffic into the numerous restaurants in the area. Shopping at the neighbouring shopping centre Canal Walk was also very popular with conference attendees.

‘Confercation

Koetser said Century City had coined a new phrase – ‘confercation’ – (conferencing with vacation), similar to the ‘bleisure’ trend, and that it seemed to be increasingly popular.

“We’re also seeing an increase in, and it is something that we are promoting, bringing your partner with you when you come to Cape Town for a conference. And this is something we’ll be promoting soon, partners staying for free when traveling with their spouse to a conference.”

He also said that Century City was seeing a longer average length of stay for delegates conferencing at the Centre due to Cape Town being an attractive city for both business and leisure.

SME involvement

Century City Conference Centre is currently busy with numerous initiatives to involve SMEs in the MICE sector.

“We’re creating an art gallery within our Centre, all comprising young, up-and-coming previously disadvantaged artists to showcase their various pieces of art. There’s a story of them as the artist and their background, and then a story about the actual piece of art that they are displaying.”

Century City Conference Centre has also approached other SMEs to showcase their products at the property. For example, the women in the townships who are making beaded bangles and bags.

“We’re going to give them space in the Conference Centre, almost creating a ‘mini arts and craft market’ where conference attendees can go and buy from these small entrepreneurs that are making unbelievable products from recycled materials,” said Koetser.

Its food and menus also add to the African experience in the Centre, such as a Bo-Kaap Cape Malay-type menu or a traditional South African braai menu.

‘Share sustainability ideas’

Koetser highlighted that, in addition to large corporations and associations asking for Broad-Based Black Economic Empowerment scorecards or safety and security measures before they could do business, they are now also asking to see data from a sustainability point of view.

“We’ve partnered with a company that provides software to measure our sustainability efforts so that we can hold ourselves accountable in terms of showing impact month-on-month, year-on-year”.

“We also make sure that we use the right suppliers that use sustainable materials and that our solar panels are working optimally. A significant contributor to our sustainability efforts is the dual plumbing system throughout our Conference Centre and Hotels. This allows the use of effluent water for toilet flushing, irrigation and potable water for taps and showers.”

He added that there is pressure on the MICE industry to improve its sustainability initiatives and that many corporations shouldn’t use it as a competitive advantage but rather share ideas and initiatives which will benefit the industry as a whole in the future.

“I think the catchphrase for sustainability going forward is going to be accountability, but also transparency,” Koetser concluded.

Source: Tourism Update.

EAC renews joint tourism marketing as Kenya taps influencers

East Africa has revived plans to jointly market the region’s tourism as a bloc, in what could end a decade-long of back and forth among member states, as rivalry played out.

The marketing push builds on the 2023 East African Regional Tourism Expo (EARTE) and the Magical Kenya Tourism Expo (MKTE), where EAC member states agreed to enhance collaboration and adopt an integrated tourism marketing strategy, in order to boost competitiveness, attract more tourists and increase earnings.

Kenya, Uganda and Rwanda are leading the drive under a new EAC brand “Visit East Africa – Feel the Vibe”, launched in November during the regional expo in Nairobi, aimed at promoting the bloc as a single investment and travel hub.

The latest development come even as rivalry remains between Kenya and Tanzania, the biggest safari and beach destinations in the region.

The two countries share the annual wildebeest migration between the Maasai Mara National Reserve and the Serengeti National Park, recognised as one of the Seven Wonders of the Natural World.

Tanzania has been taking advantage of Kenya’s costly products, mainly safari which includes high park entry fees and accommodation packages, to lure international guests to the Serengeti and other destinations.

This, even as the region faces stiff competition from other blocs in Sub-Sahara Africa, which are said to be taking advantage of EAC’s lengthy business procedures, insecurity and poor infrastructure to boost their competitive edge.

According to the World Economic Forum, Kenya, Uganda, Rwanda, Tanzania and Burundi have been trailing tourism giants such as Seychelles, Mauritius and South Africa, which have been a threat to EAC’s plans to position the region as the continent’s most attractive tourist destination, an idea mooted a decade ago.

Under the renewed marketing efforts, the EAC is now targeting to attract over 14 million international tourists annually by 2025, from 7.2 million in 2019.

Kenya, on its part, aims to capitalise on this collective momentum in its quest to achieve 5.5 million arrivals and $6.3 billion (Sh 827.6 billion) in tourism earnings by 2028.

The Kenya Tourism Board (KTB) has launched a strategic marketing campaign that involves influencers, to bolster Kenya’s tourism not only globally, but also within the East African Community market.

The board is partnering with renowned social media influencers and key media outlets from EAC member countries with an aim to elevate destination visibility, ignite travel interests and unearth new growth prospects.

Speaking during an event held to welcome the influencers and media contingent, KTB CEO June Chepkemei said that the EAC market has great potential for growth especially through regional integration.

She added that strategic deployment of marketing assets such as influencer marketing and media outreach can be pivotal drivers to spur demand and unlock new markets.

“The East African Regional Tourism Expo deliberations were a stepping stone to greater regional integration. The launch of the unified EAC tourism brand was an apt embodiment of this vision, and this influencer activation and media outreach is designed to further harness our collective strength for mutual benefit,” Chepkemei said.

According to last year’s tourism performance report, four of the top ten source markets to Kenya were from the EAC region – Uganda, Tanzania, Somalia, and Rwanda,  highlighting the potential for growth.

 “With a shared history and cultures, the EAC region is uniquely positioned to offer diverse, multi-country itineraries that capture the imagination of travellers,” said Chepkemei.

Popular social media personalities and content creators from target EAC markets will highlight key attractions across various tourism hotspots spanning from Nairobi, Mt. Kenya, the Maasai Mara, Amboseli, Lake Naivasha, Lake Nakuru as well as the Coast.

East African Business Council (EABC) has been pushing for the marketing of the region as a single destination, as the African Continental Free Trade Area (AfCTA) takes shape.

Tourism, financial sector, manufacturing and hospitality are some of the sectors that EAC member states can package together to the world, according to Chairperson Angelina Ngalula.

“East African countries have abundant resources with unique features from the coast of the Indian Ocean in Kenya and Tanzania, to mountain gorillas in Rwanda, an opportunity for companies to offer regional tourism packages,” Ngalula said.

Source: The Star.