Kenya's tourism industry is projecting business growth of between 15 and 20 per cent following increased international interest in the country's tourism offerings and renewed destination marketing efforts.
The positive outlook follows engagements at the World Travel Market (WTM) London, where Kenya showcased its tourism experiences and hospitality offerings to international travel partners.
Kenya Tourism Board (KTB) Chief Executive Officer June Chepkemei said the country remains ready to receive international visitors, urging foreign governments to ensure travel advisories are evidence-based and reflect prevailing conditions.
“Kenya remains a safe, welcoming and diverse destination, offering excellent experiences and authentic hospitality to all travellers,” said Chepkemei.
She said accurate and regularly updated travel advisories would help travellers make informed decisions and maintain confidence in Kenya as a destination.
Lake Nakuru Lodge Marketing Director Joseph Muya called on international stakeholders to adopt a balanced approach to travel advisories following the reported Ebola case in Kenya.
Muya cautioned that unnecessarily harsh advisories could undermine confidence in the country's tourism sector, noting that travel agents engaging with Kenya had not raised significant concerns over the matter.
He said the European market continued to show growing interest in Kenya, with booking prospects pointing to sustained demand.
Kenya Association of Hotelkeepers and Caterers (KAHC) Chief Executive Officer Mike Macharia said members were recording business growth of between 15 and 20 per cent compared with the previous year.
“We are seeing business grow by about 15 to 20 per cent year-on-year, alongside an increase in higher-net-worth visitors who are likely to spend more,” said Macharia.
He attributed the growth partly to government investment in infrastructure but called for consistent investment in destination marketing, particularly predictable funding for KTB to support international campaigns.
Kenya Association of Tour Operators (KATO) Chief Executive Officer Fred Kaigua also expressed optimism about the sector's outlook, citing rising visitor numbers and increased international visibility.
He said election periods should not necessarily affect tourism activity, adding that continued engagement with travel agents, consumers and international media would help sustain bookings.
On travel advisories, Kaigua said the industry needed to respond to concerns by providing accurate information and reassuring potential visitors.
“Our task is to respond with facts and figures and reassure travellers that they are in good hands,” he said.
Tourism stakeholders said sustained destination marketing, stronger public-private partnerships and continued engagement with international travel partners would be key to converting growing interest into confirmed bookings, visitor arrivals and increased tourism earnings.
