Kenya is intensifying its marketing efforts in West Africa as part of a broader strategy to boost its tourism sector by tapping into emerging markets.
The Kenya Tourism Board (KTB) is focusing on Nigeria, West Africa’s largest economy, to attract more visitors from the region.
While Kenya has traditionally focused on markets like Europe and the U.S., KTB Chief Executive Officer June Chepkemei emphasized the untapped potential within Africa itself.
“Africa is a low-hanging fruit that we must invest in as part of our market diversification strategy,” Chepkemei said.
This initiative aligns with Kenya’s strategy to reduce reliance on traditional tourism markets by expanding its presence in new regions. Chepkemei made these remarks as KTB participated in the Akwaaba African Travel Market, West Africa’s largest travel expo, currently being held in Nigeria.
The event, which began on Sunday, brings together tourism professionals, investors, and industry leaders from over 50 countries.
Kenya, alongside major players like Kenya Airways and Movenpick Hotels, is showcasing itself as a luxury travel destination with offerings that include rich cultural heritage, wildlife safaris, and stunning landscapes.
According to the Tourism Sector Performance Report, Africa accounts for approximately 41% of Kenya’s total tourist arrivals. Nigeria, a key player in this market, contributed 32,000 visitors in 2023/2024.
KTB’s focus on Nigeria is strategic, with tailored tourism programs designed to increase these numbers in the coming years.
“We are thrilled to be part of the Akwaaba African Travel Market,” said Chepkemei, highlighting the importance of the event as a platform to showcase Kenya’s hidden gems.
The expo not only promotes Kenya’s tourism potential but also serves as a vital networking opportunity for travel professionals across the continent.
Kenya’s participation at Akwaaba is more than just a marketing effort—it’s a statement of the country’s ambition to solidify its position as a premier travel destination for both African and international visitors.
By fostering partnerships and building innovative travel solutions, Kenya aims to become a key destination for African travelers, leveraging its luxurious travel experiences and rich biodiversity.
With a growing presence in the West African market, KTB is looking to unlock new opportunities for tourism growth and collaboration across Africa. As the country continues to expand its reach, the future of Kenya’s tourism sector looks promising.