The Kenya Tourism Board (KTB) has identified the West African market as a pivotal component in broadening the country's destination portfolio and diversifying its tourist source markets. Highlighting Nigeria and Ghana as key areas of growth, the KTB has launched the “West Africa Roadshow” to showcase Kenya's travel destinations and foster partnerships within the region.
Madam Fiona Ngesa, the Marketing Manager-Business Development at the Kenya Tourism Board, emphasized the significance of promoting intra-African travel and understanding the dynamics of the travel market. The Roadshow, conducted in collaboration with Kenya Airways and over 15 travel trade companies, aims to activate interest in Kenya's offerings for both business and leisure travelers across Nigeria and Ghana.
The initiative seeks to boost tourist arrivals from West Africa by facilitating business-to-business interactions and promoting Kenya's diverse tourism opportunities. Madam Ngesa underscored the importance of collaboration and relationship-building to enhance the travel landscape within Africa.
The strategy for the next five years focuses on growing African arrivals, with Ghana and Nigeria identified as key market operators in the region. Ghana's existing governmental relationships and mutual objectives have paved the way for continued cooperation in expanding tourism.
Mr Eliphas Barine, High Commissioner of Kenya to Ghana, emphasized the need for strengthened institutions and partnerships to drive growth and development in Africa. He highlighted the commitment of the Kenyan Government to foster existing relationships and harness private sector involvement for economic advancement.
Mrs. Susan Ongalo, Chief Executive Officer of the Kenya Tourism Federation, emphasized the Federation's role in facilitating collaboration between the public and private sectors. The Federation advocates for a conducive business environment and promotes sustainable tourism through effective representation of private sector interests.
With active private sector bodies representing various facets of the tourism industry, including tour operators, hoteliers, and travel agents, Kenya aims to leverage these partnerships to enhance its tourism offerings and drive economic growth in the region.