The Kenya Tourism Board (KTB) is leveraging the Akwaaba African Travel Market, which kicked off Sunday and runs through September 24, 2024, in Lagos, Nigeria, to boost tourism numbers from the West African country.
KTB Chief Executive Officer June Chepkemei emphasized Africa’s potential as a key growth area for Kenyan tourism.
“While we continue to invest in our traditional markets such as Europe and the USA, Africa presents a low-hanging fruit that aligns with our market diversification strategy,” she stated.
According to the Tourism Sector Performance Report, African markets currently account for about 41% of Kenya’s total arrivals.
The Akwaaba African Travel Market, recognized as the largest travel expo in West Africa, brings together industry leaders, investors, government officials, and tourism professionals from over 50 countries.
KTB is exhibiting alongside Kenya Airways and key industry players, including Movenpick Hotels, showcasing Kenya as a hub for luxurious travel experiences.
This year’s participation aims to attract both African and international audiences, further reinforcing Kenya’s position as a top destination in the region.
In 2023/2024, Kenya welcomed 32,000 visitors from Nigeria, with Chepkemei noting that promotional programs, including participation in Akwaaba, are expected to spur further growth.
“We are excited to be part of the Akwaaba African Market, which is crucial for the travel and tourism industry. This platform allows us to highlight Kenya’s incredible attractions and connect with industry leaders to foster opportunities that will benefit the African tourism sector,” she added.
The Akwaaba African Travel Market, celebrating two decades of success since its inception in 2005, has become a vital platform for fostering connections and showcasing diverse tourism offerings.
Despite global challenges, including the impacts of COVID-19, the event continues to highlight Africa’s potential as a premier travel destination.
