Kenya, a popular tourist destination in East Africa, highlighted by a stunning coastline packed by pristine, exotic beaches on the Indian Ocean, unique landscapes in its interior encompassing the dramatic Great Rift Valley, its captivating Highlands, lakelands and savannah, a land which boasts a vibrant culture and a diverse range of attractions from its iconic wildlife to national parks aims to attract 5.5 international tourists by 2027 through a strategic public - private collaboration.
The country is actively fostering public – private collaborations to boost its tourism sector and Kenya Tourism Board (KTB) is spearheading these efforts, particularly in the realm of adventure tourism.
KTB through initiatives like the Kenya Adventure Tourism Product Club that facilitates collaboration among various experiences providers to package and promote adventure tourism offerings, including activities like running, kitesurfing, mountain climbing and trekking is creating several new proposals.
These partnerships aim to enhance Kenya’s global visibility, promoting diverse tourism offerings, and attract a wide range of visitors, including younger travellers interested in in independent adventure experiences.
The African Country also developed a plan led by the Ministry of Tourism and Wildlife in partnership with KAHC, the Kenya Association of Hotelkeepers and Caterers that was unveiled during a consultative meeting in the capital of the country Nairobi.
Kenya Association of Hotelkeepers and Caterers CEO, Mike Macharia lauded the government support saying that despite the challenges, Kenyan hotels have remained open, safe, and always ready to serve.
The Ministry, noting that youth make up nearly 75% of the hospitality workforce, and affirmed its dedication to empowering young people as a pillar of sustainable growth.
Tourism Cabinet Secretary Rebecca Miano said that it’s important to continue to work together to raise Kenya’s visibility on the global stages, adding that the energy, creativity, and determination of young Kenyans form the backbone of the tourism sector. Every tourist brings potential for job creation from hotel operations to digital marketing and conservation tech.
In the meeting stakeholders pledged stronger collaboration to drive growth across tourism segments, particularly MICE, (Meetings, Incentives, Conferences and Exhibitions), as well as wellness, sports, and also focusing on digital nomad tourism with the aim to diversify Kenya’s offering.
The Kenya Tourism Board underscored the importance of joint efforts to enhance the country's global visibility and competitiveness. CEO June Chepemei on her part, asserted that collaboration will go a long way in ensuring the country optimizes its tourism agenda, reminding that last year the African country welcomed 2.4 million tourists, representing a 14.6% increase compared to 2023.
This move is a continuation of Kenya's tourism strategies focus on repositioning the country as aa globally competitive, and inclusive destination. This involves diversifying tourism products, including niche experiences like sports tourism, cultural tourism and eco - tourism, enhancing the visitor experience with the objective is to promote Kenya as all - year round destination.
Finally, the country is actively working with key initiatives include strengthening coastal tourism and leveraging digital technologies targeting international markets through various channels, including digital marketing and social media campaign with the aim to refresh Kenya's image and promoting it as an upmarket, sustainable destination in the region.
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