Kenya targets 5.5 million tourist arrivals by 2028

Kenya is targeting 5.5 million tourist arrivals in the next five years, the Kenya Tourism Board (KTB) says.

Speaking during the tourism stakeholders meeting held at Bomas of Kenya on October 31,  KTB chairperson Francis Gichaba, unveiled the board's five-year strategic plan for 2023-2028.

The board is seeking to partner with the private sector in efforts to market the country.

Gichaba expressed optimism about the partnership strategy, saying that the 5.5 million tourist projections will grow the tourism sector's contribution to Kenya’s economy to Ksh.1 trillion annually by June 2028.

“We are very optimistic that with the support from the private sector and other key players in the industry, our performance will even surpass the 2019 arrivals to over 2 million and progressively beyond,” said Gichaba.

The chair also expressed plans to use destination marketing in their strategies to market the country, pointing out that the involvement of the private sector would incorporate valuable ideas within the targeted period.

The sentiments to partner with the private sector were echoed by Kenya Hotel Keepers Association and Caterers (KAHC) Chief Executive Officer, Mike Macharia, who asked the sector to tailor their product and experiences to the market's needs.

“We talk of Africa as the low-hanging fruit in terms of numbers and market share in the country and therefore the product owners should package their products and experience and sell to Africa. This move would also open opportunities for Africans to invest in the hospitality sector in Kenya,” Macharia said.

Mashara also pointed out the need to use marketing avenues provided by the tourism fairs such as World Travel Market (WTM) and International Tourism Bourse (ITB), to increase brand visibility.

KTB has set out an ambitious plan to grow Kenya’s market share in Africa to 6 % from the current 2.26% and increase employment contribution from 7.9% in 2022 to an annual growth of 10%, as well as raise the Gross Domestic Product (GDP) by 10% by 2027.