Kenya Tourism Board aims to boost tourist arrivals from West Africa by promoting business and leisure travel in the region. CEO John Chirchir emphasizes the strategic importance of diversifying tourist source markets, with Nigeria and Ghana showing promising growth of 6% and 48%, respectively, in 2023. KTB, in collaboration with Kenya Airways and over 15 travel trade companies, is conducting roadshows in Lagos, Abuja, and Acra from February 5-9, targeting over 400 trade partners to engage in business meetings and direct interactions with potential travelers.
The initiative aligns with KTB’s effort to tap into Africa’s significant market potential, with Africa being one of the largest source markets for trade, business, and tourism. Chirchir highlights the ease in travel restrictions and the Electronic Travel Authorization, making it more accessible for visitors from West Africa. The roadshows play a crucial role in building partnerships, marketing Kenya, and enhancing tourism arrivals, as Africa accounted for 40.7% of total arrivals in Kenya during the first 10 months of 2023.
