The easing of visa restrictions and enhanced travel trade partnerships are some of the strategies that have seen tourist arrivals from South Africa to Kenya grew 38% to 37,370 arrivals in 2023.
Kenya Tourism Board (KTB) together with 16 Kenya tourism travel trade are currently pitching camp at South Africa’s World Travel Mart (WTM) in Cape Town city to woo travellers into the destination.
KTB CEO June Chepkemei says that the recent visitor arrivals paint an encouraging picture of the potential for growth through strategic partnerships and initiatives that would cement ties and provide the impetus for more travel between the two countries.
“As we take part in the 2024 WTM Africa, we are excited by the tremendous growth witnessed from South Africa and the larger African market that has continued to be an important visitor source for Kenya,” said Chepkemei.
She says this will be supported by a raft of developments such as the waiving of entry fees for passport holders from South Africa and other African Nations.
“As part of our strategy to grow more numbers into Kenya, we are well aware that the African continent is a low hanging fruit to focus on as we nurture our footprint in a highly competitive global tourism landscape.
“Africa has a population of about 1.2 billion people, if we harness this potential well, we this continent can fully sustain our tourism sector,” Chepkemei said.
Kenya is among top tourist destinations pitching at the three-day WTA Africa expo, at the Cape Town International Convention Centre (CTICC), Cape Town.
At least 7,500 participants drawn from various markets globally are expected to participate in the annual event that is one of the six shows under the WTM portfolio aimed at bringing the benefits and opportunities of the global industry expertise to travel professionals in Africa.
According to the KTB CEO, air connectivity and the diversity of the destination offering has made Kenya a preferred destination for the South African traveller.
“We are keen to working with more partners so as to firmly stamp our presence in the region and showcase all the facets that make Magical Kenya a destination of choice,” Chepkemei said.
After a string of successful marketing initiatives including roadshows in the West African markets of Nigeria and Ghana as well as a charm offensive targeting East Africa travellers during the recent WRC Safari Rally, KTB has its sights set on marketing Kenya to fully tap into all facets of the African travel market.
In the latest tourism performance report, 1.96 million tourists visited Kenya arrivals in 2023 with a majority (41%) drawn from Africa.