NAIROBI, June 19 (NNN-KBC) — The Kenya Tourism Board (KTB ) is targeting to meet at least 12.5pc growth in international visitors from Europe riding on increased air connectivity and safety assurances.
The board is aiming to welcome 764,734 European tourists this year up from 680,373 who arrived in Kenya last year through intense engagements with EU countries and tourism stakeholders in a bid to address key issues that have constrained growth of the key source market.
“The insights, networks and partnership of foreign missions are fundamental as we pursue aggressive expansion to positioning Kenya as Africa’s leading tourism brand. This engagement follows our recent successful outreach to Asian and Middle Eastern markets, demonstrating our comprehensive approach to global tourism promotion,” said June Chepkemei, KTB Chief Executive Officer.
The engagement, organized by KTB in conjunction with the State Department of Foreign Affairs, sought to strengthen collaboration and explore new avenues for promoting Kenya as a premier destination.
“Kenya’s diversity from its beaches and mountains to its wildlife parks and cultural sites like Lamu makes it a must-visit destination. Above all, the genuine hospitality of its people sets it apart. To change outdated perceptions that conflate all of Africa with crisis, we need stronger partnerships between KTB, our embassies and investors who understand European source markets. With better branding and value-for-money offerings, doubling the 87,000 German tourists today is easily within reach,” stated Alexander Fierley, Deputy Head of Mission and Head of Economic Affairs at the German Embassy.
According to the 2024 Tourism Performance Report, Europe remains a cornerstone source market for Kenya, contributing 680,373 arrivals in 2024 with the United Kingdom, Italy and Germany ranking as the top markets.
Increased air connectivity between the two regions will be further boosted by Kenya Airways’ plans to launch direct flights to London Gatwick from next month.
KTB is also seeking to address the recent move by the government to reject a licence application by Europe’s largest tour operator TUI.
“Europe is Kenya’s second-largest source market, yet air connections remain limited. Direct scheduled services from Italy, stronger incentives for refurbishment of older hotels and an invitation to European investors through our newly formed European Chamber of Commerce will all contribute to growth. Simplifying immigration with online ETAs upon arrival will make Kenya more accessible and competitive against destinations like Morocco, Turkiye and Thailand,” added Filippo Amato, First Counsellor and Head of Trade Section at the European Union Delegation to Kenya.
KTB is banking on renewed engagement, enhanced marketing and improved travel facilitation to hit the 12.5pc growth target. — NNN-KBC
