Kenya Tourism Board Targets Nigerian Market to Attract Tourists 

The Kenya Tourism Board (KTB) is setting its sights on Nigeria to increase visitor numbers from Africa, leveraging the Akwaaba Travel Market to attract tourists from the West African nation. 

The travel expo, which began on 22nd September and ended today – 24th September 2024, presented a key opportunity for KTB to tap into the Nigerian market.

In a statement, KTB’s Chief Executive Officer, June Chepkermei emphasised the importance of the African market in Kenya’s tourism strategy, noting that while the board continues to invest in its traditional markets such as Europe and the USA, Africa is considered a crucial growth area.

“Even as we continue to invest in our traditional key source markets such as Europe and the USA, we consider Africa as a low-hanging fruit that we must invest in, in line with our market diversification strategy,” said Chepkermei.

He said according to the Tourism Sector Performance Report, the African market currently constitutes about 41% of Kenya’s total tourist arrivals. 

The KTB is confident that its participation in the Akwaaba Travel Market wil contribute to an increase in visitors from Nigeria and other African countries, boosting the nation’s overall tourism figures.

The Akwaaba Travel Market, recognised as the largest travel expo in West Africa, attracts a wide range of industry leaders, investors, government officials, and tourism professionals from over 50 countries. 

KTB, alongside Kenya Airways and other key industry stakeholders such as Movenpick Hotels, has showcased Kenya as a hub of luxury travel experiences, focusing on the country’s renowned landscapes, wildlife, and cultural richness.

The KTB disclosed that Kenya welcomed 32,000 visitors from the Nigerian market during the 2023/2024 period. 

Chepkermei noted that with the implementation of targeted promotional programmes, the KTB expects to see further growth. 

“We are excited to be part of the Akwaaba Travel Market, which plays a crucial role in the travel and tourism industry. This platform allows us to showcase Kenya’s incredible offerings and hidden gems yet to be discovered, while also connecting with industry leaders to foster innovative opportunities that will benefit the entire African tourism sector,” she added.

The event celebrated its 20th anniversary, becoming a vital platform for fostering connections and collaborations, while highlighting Africa’s potential as a leading travel destination. 

Despite global challenges, including the COVID-19 pandemic that lasted over two years, the Akwaaba Travel Market has remained resilient, promoting African tourism to both regional and international audiences.