NAIROBI, Kenya, Feb 10 – Micro, Small and Medium Enterprises (MSMEs) in tour operations are set to play a pivotal role in driving Kenya’s tourism growth under a new partnership between the Kenya Tourism Board (KTB) and the Tour Operators Society of Kenya (TOSK).
The agreement will see the two entities launch collaborative marketing campaigns to showcase Kenya’s diverse tourism offerings across all 47 counties, as well as promote hidden gems beyond the traditional circuits.
Speaking at the signing ceremony held at the KTB offices in Nairobi, KTB Chief Executive Officer June Chepkemei underscored the critical need to harness the potential of MSMEs to ensure sustainable sector growth.
“This partnership formalizes and strengthens our long-standing collaborative efforts. We have jointly undertaken numerous initiatives, and it is crucial that we continue working together to tap into the vast potential of MSMEs within the tourism sector,” Chepkemei said.
She further emphasized that tour operators are at the forefront of promoting Kenya as a premier destination.
“This pact creates a framework for us to work closely with TOSK, leveraging their expertise in identifying hidden gems across the country and supporting upcoming entrepreneurs in the tourism sector,” Chepkemei added.
The strategic collaboration will utilize both traditional and digital platforms to attract domestic and international travelers. Key initiatives include destination promotion through roadshows and familiarization trips, as well as efforts to showcase lesser-known destinations and niche tours within Kenya’s counties.
The partnership will also focus on promoting sustainable tourism practices, establishing tourism information centers at key entry points, and jointly advocating for favorable tourism policies with the government.
This agreement comes on the heels of Kenya welcoming a record 2.3 million tourist arrivals in 2024.
Chepkemei noted that the joint efforts would be crucial for sustaining the current growth momentum and expanding Kenya’s share of the global tourism market.
“Even as we continue to advocate for the development of tourism infrastructure, new products, and greater marketing, we recognize the immense growth already registered in the sector—growth that would not have been possible without the efforts of individual TOSK members in opening up the rest of the country beyond the traditional circuits,” she remarked.
TOSK Chairperson Daniel Mbugua highlighted the significance of the partnership for MSMEs and tour operators.
“While KTB is mandated to market the Magical Kenya brand globally, our focus will be on converting that marketing into sales and bed nights, ultimately helping us realize the ambitious targets we have set,” Mbugua stated.
