Kenya Tourism Board (KTB) is seeking to work with travel and trade industry players to market destination Kenya in Europe.
This is on the sideline of the annual ITB Berlin (Internationale Tourismus-Börse Berlin), the world's largest tourism trade fair.
The forum is set for March 7-9 next year.
“Trade partners have the opportunity to join the Magical Kenya stand and participate in the B2B forums and other activations organised on the side,” KTB said.
The country’s lead tourism marketing agency has put together a roadshow programme covering six key cities in the UK, Ireland, Italy and France.
According to KTB, participating in the roadshow will increase trade knowledge and destination awareness with companies being able to convert enquiries and proactively sell Kenya.
It is also banking on the events to showcase Kenya as a top destination of choice for long haul travel, reconnect Europe -Kenya trade , drive consumer demand by identifying opportunities to partner with media and increase awareness on product niches and new itineraries and activities.
While the US remains Kenya’s leading international tourist source, Europe has continued to be a major contributor to arrivals and the industry’s earnings with the UK the top market.
Germany, France, Netherlands, Italy, Spain, Sweden, Poland, Switzerland and Belgium follow it as key sources.
KTB’s roadshows are part of the renewed efforts to drive up arrivals to pre-pandemic period.
In comparison to 2018, when arrivals from Europe was 598,880, tourist arrivals in 2021 totaled to 214,588, reflecting a 64 per cent drop.
This decrease can be directly attributed to the restrictions on movement caused by the Covid- 19 pandemic,” the board notes.
The European market has retained its position as the second leading source market for Kenya despite being among the most affected by the pandemic.
The market is on a quick track to recovery due to the easing of travel restrictions, the reopening of borders, and the intensive marketing campaigns, as well as the marketing representation strengthening the trade contacts.
It is expected to recover 70 per cent of its 2018 performance, with up to 419,216 visitors in 2022.
