Emerging markets 28/01/2014

Kenya’s tourism sector is cashing in on India’s growing middle class who are keen on leisure in a bid to grow her tourism numbers in the emerging markets that have shown growth in the recent past.

With over one billion people, the middle class has been identified as a huge captive market for travel around the World.

Kenya Tourism Board (KTB) is this week leading the travel trade Kenya to participate at the 2014 South Asia Travel & Tourism Event (SATTE) exhibition in India to woo the market.

SATTE is South Asia’s leading travel and tourism event, which has evolved into an exceptional platform providing immense opportunities for buyers and sellers from across the world to come and experience Indian culture, showcase their latest offerings and build long term business ties.

India is currently Kenya’s 5th largest source market for inbound tourism and has high potential for increased growth. In 2012 the total tourist arrivals from India stood at 61,275, an increase of 3.9% from 2011.

KTB Managing Director Muriithi Ndegwa says the Kenyan delegation will seek to promote Kenya as a high value tourist destination offering diverse, memorable and magical holiday experience among the tourism players and the Media in India.

Some of the activities lined up during the event include, advertising on the official SATTE Trade Magazine, various branding opportunities around the exhibition venue, use of cultural ambassadors, official launch of the Magical Kenya mobile application and certificate presentation to the travel trade.

At the same time, KTB will venture into collaborative ways with Destination Management Companies (DMCs) in Japan on joint marketing campaigns, travel agent training seminars and joint fam trips to expose the travel agents to Kenya’s diverse tourism product.

According to Ndegwa, the market has shown upward trends in the last few years recording an increase of 10.9% in arrivals from 12,645 in 2011 to 14,024 in 2012.

KTB is optimistic that with continuous trade and consumer engagement in the market tourist arrivals from Japan to Kenya will continue on an upward tourist trend.

For more information contact wwalya@ktb.go.ke or kngeno@ktb.go.ke