Kenya eyes new markets as tourism peak seasons begins

Kenya is optimistic as it heads into the peak season for tourism in August 2024, with the country expecting a robust second half of the year. The new CEO of the Kenya Tourism Board, June Chepkemei, shared insights on the country's strategies and outlook for the tourism industry in an exclusive interview with CNBC Africa. Kenya is set to make a mark at the Paris Olympics by not only showcasing its talented athletes but also highlighting the rich and diverse culture of the country. The vibrant Kenya House in Paris serves as a platform to exhibit Kenyan culture, music, art, and cuisine to visitors, offering a glimpse of the unique experiences the country has to offer beyond being the 'home of champions'. As Kenya enters the peak tourism season, major attractions like the Masai Mara and coastal areas are witnessing a surge in tourist numbers. The country has already surpassed pre-Covid visitor numbers, with over two million visitors recorded by May 2024. The tourism board's target is to achieve three million visitors by the end of the year, indicating a positive trajectory for the industry. In line with efforts to diversify its tourist sources, Kenya is focusing on strengthening its presence in Africa while also exploring new markets in Asia and the ASEAN region. The country is welcoming more African visitors by simplifying travel authorization processes, aiming to tap into the continent's potential as a key tourism market. Additionally, Kenya is engaging its diaspora community through the 'Ziara Kenya' program, incentivizing Kenyans abroad to promote tourism and attract visitors to the country. Despite recent challenges such as floods and protests affecting Kenya's international image, the country remains resilient and committed to addressing issues and enhancing its reputation. Branding efforts are underway to promote Kenya as a safe and desirable destination, emphasizing the country's strengths while working on areas of improvement. With a focus on key niche markets like beach tourism, safari tourism, and conference tourism, Kenya is expanding its product offerings to cater to diverse traveler interests. The introduction of unique experiences like the Origin Safari, which delves into human origins, complements traditional offerings like safari tours. The country is also emphasizing environmental conservation through initiatives like 'one tourist, one tree,' aiming to preserve biodiversity in national parks. Moreover, Kenya is keen on developing beach tourism, particularly targeting African visitors who are increasingly choosing Kenya for beach vacations and destination weddings. Efforts to ease investment in tourism infrastructure and incentivize investors are underway, with a focus on expanding beach offerings and accommodating modern traveler preferences like urban adventures. Kenya's tourism sector is poised for growth and resilience, with a strategic focus on innovation, market diversification, and sustainable practices to enhance the visitor experience and drive economic benefits for the country.