NAIROBI, Kenya, April 12 – Kenya is looking to attract more tourists from South Africa after the two countries lifted visa requirements for each other.
The country, through the Kenya Tourism Board (KTB), is currently participating in the World Travel Mart (WTM) in Cape Town, where it hopes to market the country to the Southern African nation.
KTB’s participation in the event comes after the number of arrivals from South Africa into Kenya grew by 38 percent last year.
Data shows that a total of 37,370 visitors arrived in Kenya from South Africa in 2023, up from 27,103 in 2022.
KTB CEO June Chepkemei says that the recent visitor arrivals paint an encouraging picture of the potential to further grow the market through strategic partnerships and initiatives that would cement ties and provide the impetus for more travel between the two countries.
“As we take part in the 2024 WTM Africa, we are excited by the tremendous growth witnessed from South Africa and the larger African market that has continued to be an important visitor source for Kenya,” said Chepkemei.
Kenya is among the top destinations pitching at the three-day WTA Africa expo event that is taking place at the Cape Town International Convention Centre (CTICC), Cape Town, from April 10th to April 12th.
At least 7,500 participants drawn from various markets globally and across the continent are expected to participate in the annual event, which is one of the six shows under the WTM portfolio aimed at bringing the benefits and opportunities of global industry expertise to travel professionals in Africa.
According to the KTB CEO, air connectivity and the diversity of the destination offering have made Kenya a preferred destination for South African travelers.
She lauded the national carrier, Kenya Airways, for enabling seamless air connectivity between Nairobi and South Africa, with the national carrier operating direct flights to Johannesburg and Cape Town.
“We are keen to working with more partners so as to firmly stamp our presence in the region and showcase all the facets that make Magical Kenya a destination of choice,” added the CEO.
In the latest tourism performance report, Kenya attracted 1.96 million arrivals in 2023, with a majority, or 41 percent, coming from the African market.
KTB aims to grow Kenya’s market share in Africa to 6 percent, buoyed by the potential presented by key events like WTM Africa to make further inroads.
