- Initiative comes as players prepare for a significant tourism boom this year.
- Kenya’s tourism is picking up from a strong performance in 2022 when global travel resumed.
- The partnership with local media was initiated on Wednesday during a meeting hosted by Tourism minister Peninah Malonza.
The Kenyan government and local media houses have partnered to market tourism offerings in the country, in a renewed effort to drive up international numbers.
This comes as industry players prepare for a significant boom this year. Tourism in Kenya is picking up from a strong performance in 2022 when global travel resumed post the pandemic.
The tie-up between the Ministry and media houses will showcase “Kenya’s breathtaking landscapes, unique wildlife, and rich cultural heritage,” to captivate the world. Various stateholders launched the partnership on Wednesday during a meeting hosted by Tourism Cabinet Secretary Peninah Malonza.
Editors and journalists from top Kenyan media houses will promote and help preserve Kenya’s invaluable tourism, wildlife, and cultural heritage through positive reporting. Together, they will use open and constructive dialogue to ignite a unified mission of selling destination Kenya globally.
Savannahs and wildlife
The media plays a crucial role as a partner in freely speaking about Kenya’s diverse attractions, the CS said. From iconic savannahs to pristine beaches and majestic mountains, Kenya’s boasts of awe-inspiring beauty. The country’s wildlife, including endangered species, showcases nature’s resilience and magnificence.
“What sets Kenya apart from the rest of the world is its rich cultural heritage woven over centuries with traditions and history that breathe life into the nation’s soul. The media’s storytelling prowess connects these captivating offerings with a global audience yearning for exploration of discovery,” said Malonza.
She also underscored the power of journalists and editors in conveying Kenya’s beauty and allure. Through their work, they will inspire potential tourists to embark on an unforgettable journey to Kenya.
Media’s influence
By harnessing the media’s influence, the ministry seeks to create a harmonious chorus that resonates with travelers. And this will compel them to tour and witness Kenya’s wonders firsthand, she noted.
Through innovative strategies, the ministry aims to elevate tourism, conservation efforts, and the preservation of Kenya’s cultural heritage. This collaboration promises to be an unwavering force, crafting an everlasting legacy for generations.
“Kenya beckons the world, and through the power of media, it shall take center stage, illuminating hearts, igniting souls, and etching memories that will transcend time,” the minister said.
International arrivals
International tourists remain critical in driving Kenya’s tourism sector, a key forex exchange earner for the country. Tourism is also instrumental in the social-economic wellbeing of the citizens. The industry has a multiplier effect in trade, agriculture, construction, manufacturing and transport among others.
The first quarter of this year recorded a strong performance, official data showed. Travellers through the Jomo Kenyatta International Airport (JKIA) increased from 219,848 in February, to 228,693 passengers in March.
Rise in numbers was attributable to growth in flight frequencies by scheduled airlines and charter operators. According to the World Tourism Barometer, the rise in pent-up demand and the easing of travel restrictions globally saw tourism post stronger-than-expected performance.
International travel by tourists crosses 900 million in 2022, double that of 202. The numbers are, however, 37 per cent less than in 2019 before the pandemic
Read also: Kenya’s Tourism Industry Rebounds with 70.45% Increase in International Arrivals in 2022
2023 outlook
According to the UNWTO Panel of Experts poll, 72 per cent of respondents anticipate improved performance in 2023. About 65 per cent of the experts concur that foreign travel will not reach 2019 levels again until 2024 or later.
International tourist arrivals could reach 80 per cent to 95 per cent of pre-pandemic levels in 2023. UNWTO poll shows that Europe and the Middle East will likely hit pre-pandemic levels this year.
However, significant threats, particularly economic and geopolitical, still lie ahead, mainly the war in Ukraine. “As a result of the difficult economic climate, tourists are predicted to travel closer to home and look for the best value,” the report notes.
Read also: How the African Aviation industry will perform in 2023
Employment in tourism
In terms of employment, the travel and tourism sector was one of the world’s largest employers. Overall, the industry was accounting for one in four of all new jobs created in the world. This was equivalent to 10.3 per cent of all jobs.
Tourism employed close to 333 million people and contributed roughly 10.3 per cent of global GDP or $9.6 trillion.
At the same time, international visitor spending amounted to $1.8 trillion in 2019, equivalent to 6.8 per cent of total global exports.
In Kenya, the sector accounts for 10.4 per cent of the country are GDP. It also provides jobs to 5.5 per cent of Kenya’s formal employment. What’s more, tourism contributes 4.2 per cent of National Gross Fixed Capital Formation.
2022 tourism industry performance
The country’s international visitor arrivals in 2022 closed at 1,483,752, which represent a 70.45 per cent increase. At the height of the pandemic in 2021, Kenya recorded 870,465 arrivals.
“This growth can be attributed to many source countries lessening their Covid-19 restrictions and opening for travel,” the Tourism Research Institute (TRI) said.
JKIA, which is also the East Africa region’s aviation hub, was the primary point of entry into Kenya. Arrivals through the airport surged 64.97 percent compared to the previous year. In total, 1,062,762 visitors entered Kenya through JKIA last year. This is an increase from the 644,194 international arrivals registered in 2021.
Moi International Airport in Mombasa, one of the country’s most popular beach entry point saw a 65.9 per cent jump in arrivals. The number of international visitors, who entered the country via the second largest airport, increased from 48,749 the previous year to 84,860.
There were also a significant number of cross-border movements between Kenya and her neighbors, primarily Uganda and Tanzania.
Read also: Tanzania setting sights on becoming Africa’s top tourist destination
Tourist target numbers
With a strong global travel recovery, Kenya is hoping to record a further growth this year. The country will see higher arrivals and earnings, with the US remaining a key source for international visitors.
This, even as the domestic market remains an instrumental segment that will further support the industry, as seen during the Covid-19 pandemic when international travel came to a halt.
With a target of above two million arrivals, earnings from international tourists are projected to hit $2.8 billion in the next two years. At this point, the industry is set to be on full recovery.
In 2024, Kenya is expected to receive the highest number ever on international tourists, projected at 2,200,448. These arrivals will be an increase from the 1,987,369 targeted this year, based on TRI estimates. “The projections were informed by global economic factors and Covid recovery patterns,” TRI acting CEO David Gitonga said.
The effects of Russia-Ukraine war on global tourism supply channels was also taken into consideration in the projections.
