The Kenya Association of Travel Agents (KATA) has agreed with the Zambian government to promote travel and tourism, in what could boost numbers for both countries.
This builds up on the Memorandum of Understanding signed between the two countries in Nairobi in June last year, during President Hakainde Hichilema visit.
KATA on Tuesday hosted a high-level engagement with a delegation from Zambia, led by Minister for Tourism Rodney Sikumba, on promoting travel by agents from the two countries.
While Zambia is banking on Kenya to drive outbound travel to the country, the Kenyan umbrella body is equally counting on their Zambian counterparts to sale destination Kenya in the Zambian market, for a win-win outcome.
Speaking during the meeting, Sikumba called for the elimination of travel barriers, among them easing Visa requirements, border restrictions and liberalisation of the aviation industry, to make air travel cheaper.
“We need to travel Africa but we must have a seamless experience across the continent,” the minister said.
KATA chairman Joseph Kithitu called on the travel and hospitality industry to standardise services across the market, as the continent warms up to the African Continental Free Trade Area (AfCFTA).
Tourism is among sectors targeted in the pact, expected to grow intra-Africa trade and movement of people and services.
“We want to come up with products that are affordable across the market and not what we have seen in years, where some destinations have been a reserve for the rich,” Kithitu said.
The collaboration also targets to diversify products away from the common offerings between the two countries, which are Safari and Wildlife.
The local travel agents are also keen to package Kenyan products to the world.
The Kenyan tourism ministry is targeting travel agents in a renewed strategy to grow international tourist arrivals, with numbers projected to more than double this year.
According to Tourism, Wildlife and Heritage Cabinet Secretary Peninah Malonza , the government will collaborate with agents to drive the numbers.
"We can set targets collaboratively and provide market development while they provide actual and real time bookings for tourists,”Malonza said.
There are over 400 registered travel and tours agencies in the country with more than 240 being members of the association, accounting for up to 70 per cent of travel and bookings.
Leveraging on the agents, the government believes, will help the country achieve its post-Covid recovery targets.
The ministry has projected arrivals to hit 2.4 million this year up from 1.5 million last year, and a record 2.7 million by 2025.
Tourism earnings are projected to increase to Sh425.4 billion from Sh268.1 billion last year.
Kenya and Zambia have an MoU was between the Kenya Utalii College and the Zambia Institute for Tourism and Hospitality Studies to drive professionalism in the sector, and improve service standards.
