Kenyan tourism sector posts another year of remarkable growth

The Kenyan tourism sector has been on a remarkable growth trajectory, with the industry showing substantial improvement in 2016. This growth is attributed to aggressive marketing efforts both domestically and internationally, as well as enhanced security measures. According to the Kenya economic survey report of 2017, tourism receipts increased significantly from Ksh 84.6 billion in 2015 to Ksh 99.7 billion in 2016, showcasing the sector's resilience and potential. Jimi Kariuki, Chairman of the Kenyan Tourism Board, discussed the current landscape of the industry and shed light on the future prospects in a recent CNBC Africa interview. As the sector gears up for further advancement, key themes such as diversification of offerings and boosting local tourism are taking center stage. Kariuki emphasized the need for continued government support and outlined strategic initiatives aimed at sustaining the sector's growth momentum. The Chairman highlighted the importance of prioritizing security concerns and fostering partnerships with key markets, particularly in emerging regions like Africa, Asia, and the Middle East. By collaborating with the National Carrier, Kenya Airways, the tourism board is strategically expanding its reach and driving growth from a diverse set of markets. While traditional source markets in Europe and North America remain pivotal, the board is actively tapping into new opportunities in emerging regions to diversify its offerings. Diversification is indeed a key focus area for Kenya's tourism strategy. While beach and safari remain the flagship products, the board is exploring second-tier offerings in sports, culture, history, and mountain-related tourism to attract a broader audience. The goal is to position Kenya as an affordable destination with a rich diversity of experiences tailored to different interests. Kariuki stressed the importance of maintaining a balance between promoting flagship products and showcasing the array of options available in the country. The Chairman also emphasized the need to cater to the local market and enhance domestic tourism. With an increasing number of Kenyans exploring their own backyard, efforts are being made to make tourism more accessible and affordable for residents. Programs such as resident rates for parks, affordable travel packages, and improved transportation infrastructure are encouraging locals to engage more actively in tourism activities. Moreover, social media campaigns like the '#TembeaKenya' initiative have been instrumental in fostering a culture of domestic travel and sharing experiences within the community. In terms of regional collaboration, initiatives such as the Magical Kenya Tourism Expo are facilitating partnerships and networking opportunities for industry players across East Africa. The event serves as a platform for promoting the region as a collective tourism destination, leveraging the unique offerings of each country to attract a broader international audience. As the tourism sector in Kenya continues to evolve, the focus remains on sustainable growth, diversification of offerings, and inclusive participation from both domestic and international markets. With concerted efforts towards enhancing security, expanding market reach, and fostering regional collaboration, the industry is poised for further success in the years to come.