NAIROBI, Oct. 3 (Xinhua) — President William Ruto has reaffirmed his commitment to increasing tourist numbers in Kenya through diversification and targeted marketing in emerging source markets.
Speaking at the 2024 Magical Kenya Travel Expo, Ruto highlighted the event’s role in showcasing the country’s diverse attractions, including its wildlife, the Great Rift Valley, coastal beaches, and savannah grasslands.
The expo, organized by the Kenya Tourism Board, has attracted over 4,000 delegates from around the world, including 180 international travel agents from various regions.
Ruto noted the tourism sector’s recovery following the pandemic and emphasized the importance of the expo in promoting Kenya as a premier travel destination. The event runs through tomorrow and is the leading travel trade show in East and Central Africa.
“Platforms like the Magical Kenya Travel Expo have, over the last 14 years, provided a reliable platform for business-to-business meetings, connecting African tourism leaders with global buyers and linking Kenyan businesses with actors in the international market,” Ruto said.
Kenya’s tourism sector recorded significant growth in 2023, with arrivals reaching 2 million, up from 1.48 million in 2022, according to the Ministry of Tourism and Wildlife.
The East African nation projects welcoming 3 million tourists by the end of 2024 and anticipates reaching 5 million visitors within the next two to three years.
Ruto said some of the government’s interventions to sustain growth in the tourism sector include upgrading transport networks, streamlining the issuance of travel documents, and enhancing security.
Meanwhile, Ruto said the government has created a conducive environment to attract investments in the hospitality sector while showcasing niche products such as culture, sports, innovations and archaeological treasures.
“From vibrant pastoralist traditions to ancient coastal cultures, our cultural diversity enhances Kenya’s global appeal,” Ruto said, stressing Kenya’s unique identity as the cradle of humanity.
Kenya has introduced a Digital Nomad Work Permit designed for global digital professionals, enabling them to live and work while enjoying the country’s natural beauty, Ruto added.
He also said that a transit and long-connection travelers’ electronic travel authorization system would soon be introduced, allowing travelers in transit to step out of the airport and visit nearby natural wonders.
June Chepkemei, the chief executive officer of the KTB, said that during the travel expo, local investors would meet with travel operators from major source markets in Africa, Europe and Asia to forge partnerships that could boost arrivals.
