Kenya Tourism Board (KTB) is strategically harnessing the power of the Mombasa-Dubai direct flights to tap into the growing potential of the Middle-East market and boost inbound tourism into the country.
With the Middle-East market showing immense growth potential, the period from January to March 2023 witnessed a 20% increase in arrivals, totaling 4,070 compared to the same period last year, which saw 3,328 arrivals.
Building on this positive trajectory, KTB aims to further expand the Middle-East market by an ambitious 30% by June 2024, leveraging the partnership with Kenya Airways, travel agents, and private sector players.
KTB Director Victor Shitakha, said the key reasons behind the agency’s focus on the Middle-East market: “The Middle-East market holds significant potential for the tourism sector. It is a high-spending market, and Kenya’s proximity to the Middle East, with a short-haul flight duration of just five hours, makes it an easily accessible destination.
“Moreover, Kenya Airways operates direct flights connecting Dubai and Mombasa four times a week, ensuring convenience and seamless travel experiences.”
Shitakha said the perfect alignment of Kenya’s tourism offerings with the preferences of Middle-Eastern travelers, including leisure-city breaks, adventure, wildlife and safari, business, and visiting friends and relatives.
“KTB values its partnerships with travel agencies and is committed to exploring further avenues for growth and development in the Middle-East market.
“Together with industry stakeholders, the aim is to position Kenya as the ultimate destination of choice for travelers from the Middle East and beyond, showcasing the country’s unparalleled hospitality and diverse tourism products,” he said.
He was speaking during an familiarization trip to the coastal region of Kenya for a group of travel agents from the Middle East organized by KTB in partnership with Kenya Airways. This was in recognition of the immense opportunities presented by the Middle-East market,
The primary objective of this trip was to showcase the diverse range of attractions and experiences that Kenya has to offer, positioning it as the ultimate travel destination for Middle East travelers.
This initiative is a direct response to the increasing demand for leisure travel on the newly launched Dubai-Mombasa direct flight route.
The travel agents embarked on an enchanting journey, starting from Mombasa, and ventured into renowned destinations such as Amboseli, Tsavo West and East National Parks, Taita, Malindi, Watamu, and Diani.
Peninah Nyokabi, Kenya Airways Sales Executive said: “We recognize the tremendous demand for travel to the coastal region by the Middle East market.
“Previously, the travel agents used to sell Mombasa via Nairobi, but with the introduction of direct flights to Mombasa, we are confident that it will significantly boost travel into these destinations.
“The Familiarization trip was specifically designed to enhance the knowledge of the travel agents about the stunning attractions and experiences available in Mombasa and Tsavo.
“This firsthand experience will enable them to better showcase and sell the unique offerings of these regions to their clients.”
Travel agent Swapna Shabeer of Dubai-based Xperienz Travel and Holidays said: “We are really delighted to have experienced the beauty and hospitality of Kenya. The diverse landscapes, incredible wildlife, and warm culture have left an indelible mark on our hearts.
“Kenya has undoubtedly earned its place as a top destination on our travel bucket list. We look forward to sharing our unforgettable experiences with our clients and encouraging more travelers from the Middle East to explore the wonders of Magical Kenya.
“We will be working closely with KTB to come up with exciting packages that we are going to be offering to our clients.”
As part of its strategy, KTB underscores the importance of collaborative efforts between Kenyan tour operators and their Middle-Eastern counterparts in crafting exciting packages across all market segments.
The development of Kenya’s distribution channels through strong and effective partnerships, exemplified by the successful Familiarization trip, will enhance the awareness of the Magical Kenya brand and drive increased sales conversions during prime travel periods.