The Kenya Tourism Board (KTB) will utilise this year’s United States Tour Operators Association (USTOA) Annual Conference, to intensify its efforts to boost visitor arrivals from the United States.
The American market has recorded 307,032 visitors to Kenya, an increase of 17 percent from the previous period last year, showing potential for further growth.
The renewed focus on engaging the travel trade comes as Kenya looks to open new frontiers and promote its diverse offerings to American travelers seeking transformational experiences in the post-pandemic era.
Speaking ahead of this year’s USTOA Conference, KTB CEO, June Chepkemei, said Kenya aims to capitalize on pent-up travel demand in the U.S. with a much more elaborate marketing approach.
Chepkemei underscored the need to evolve Kenya’s proposition in the mindset of American travelers by leveraging insights from tour operator partners on the ground.
“The US is currently the country’s top performing market for tourism, our goal is to ensure Kenya remains top-of-mind for American travelers seeking our adventures, beach escapes and cultural connections,” she stated in a press statement.
“The collective expertise of American tour operators and travel advisors represents an invaluable asset that we aim to not only tap into, but also enrich through open dialogue and synergistic collaboration,” she added.
The roadshow comes hardly two weeks after the Black Travel Summit for the first time, which was held in Fort Lauderdale, Florida from 21st -24th November 2024.
The CEO recalled that in 2019, Black American leisure travelers spent approximately $109.4 billion on travel, accounting for 13.1 percent of the U.S. leisure travel market.
Chepkemei noted that the Summit created an opportunity to interact with over 400 black travel communities who include travel agents, influencers, media, travelers and various other professionals.
According to the CEO, a survey of the majority of U.S. tour operators shows that today’s American travelers are seeking experiential value more than ever.
“Going by such first-hand perspectives and pulse of the market, we want to refine our offering such that we can better tap into and draw more of this lucrative segment,” she asserted.
Chepkemei announced that the USTOA Annual Conference, renowned for its exclusive networking opportunities and industry insights, is scheduled to take place from December 9th to 13th in Florida.
This year’s Conference, she posited, is expected to draw a diverse array of industry delegates, setting the stage for fruitful collaborations and strategic partnerships within the North American travel sector.
While pointing out the rise of small group tours among American travelers as well as other niche segments such as private journeys, classic group tours, and cruising options, among others, the CEO emphasized KTB’s commitment to encourage more Kenyan operators to align products in those categories.
“Small group tours are a common request from American travelers looking for their next adventure to Kenya. Going forward, we want to catalyze partnerships such that operators can create comprehensive packages that encourage extended stays and provide the discerning travelers with a multi-faceted experience that takes them across our tourism circuits. This way they can appreciate the full breadth of our destination,” she remarked.
KTB’s strategic outreach to the U.S. travel trade comes amid the resurgence of the American travel market, with data from the U.S. Department of Commerce showing a 9.3 percent increase in outbound travel in 2023 compared to pre-pandemic levels.
Kenya’s proactive marketing approach during the pandemic has positioned the destination favorably against other long-haul destinations, securing a solid market share of 35-40 percent of all visitation from key American source markets to Africa.
By Michael Omondi
