Tourism is the second largest foreign exchange earner in Kenya, with the main products being African safari and beach destinations. This has mainly been linked to the country’s rich resource comprising a long coastline and variety of wildlife species.
When it comes to tourism, Kenya has an edge as it has a friendly local population, breathtaking landscape, and favorable weather across the year. These aspects have been instrumental in enabling the country’s tourism sector players to provide one of the best travel experiences globally.
It is against this backdrop that tourism continues to be a great source of livelihood by providing employment opportunities for both skilled and unskilled personnel.
Kenya’s Tourism Sector Performance Report
Kenya’s Annual Tourism Sector Report, 2021 highlights tourism as one of the major economic contributors of the country’s Gross Domestic Product (GDP) at 10.4 per cent, providing 990,000 jobs. The sector also plays an important role in social-economic well-being of the country’s citizens with multiplier effects in trade, agriculture, construction, manufacturing, and transport among others.
The report published by Tourism Research Institute shows that in 2021, international visitor arrivals to Kenya grew by 53 per cent compared to the previous year, closing at 870,465 from 567,848. While presenting an account of the sector’s recovery from the Coronavirus Disease (COVID-19) Pandemic through the year, the report is categorical that compared to earlier projections, there were mixed results which can be attributed to the resurgence of the outbreak in waves and emergence of different strains of the virus.
Resurgence of the virus in the first half of the year which was characterized by Delta variant slowed down anticipated recovery. However, there was improved growth in the remaining part of the year following re-opening of the source markets and relaxation of travel restrictions in the country as well as roll-out of the COVID-19 vaccines.
During the period under review, the highest number of visitors who came to the country in 2021 traveled for holiday. This was followed by those who traveled to visit friends and family and those who travelled for business, Meetings, Incentives, Convention & Exhibition (MICE). Others were on transit while others travelled to Kenya for the following purposes: education, medical, religion and sports.
Notably, the report further states, the year saw the country achieve a month-on-month growth rate of 12 per cent from January to December 2021, with a large number being sustained by domestic movements which grew 30 per cent. International movements grew by 4 per cent over the same period.
Meetings, Incentives, Convention & Exhibition (MICE)
In 2021, the number of international conferences increased to a total of 125 against 28 in 2020, translating to a growth of 51.2 per cent which can be attributed to the introduction of incentives and strategies. The number of international delegates hosted increased from 1,044 in the year 2020 to 3,341 in 2021 following the lifting up of cessation of movements across all countries due to pandemic and resumption of flights.
Key Destination Campaigns
The pandemic posed a challenge in the destination marketing programs but there were deliberate efforts kicked off in 2021 in Kenya focused on retaining travelers’ interest in the country and also assuring them of their health and safety while visiting. Key destination campaigns were rolled out globally such as Magic Awaits, demonstrating resilience of the destination.
Hosting events
In 2021, the report indicates Kenya hosted key events which were broadcast live on television, giving the country destination visibility both locally and internationally. They included Magical Kenya Open, World Rally Championship – Safari Rally, World Athletics Under 20 and participation in the Tokyo Olympics. This is in addition to events such as Magical Kenya Travel Expo.
Besides hosting events, Kenya also leveraged on wildlife conservation initiation known as Magical Kenya Tembo Naming Festival. The country also hosts cultural experiences through festivals such as Rusinga, Turkana and Lamu in the process allowing tourists to interact with the locals.
Next steps
In order to gain more from the tourism sector, the country has also been expanding its product portfolio to include a wide range of other offerings such as eco-tourism, cultural tourism and sports tourism.
In May 2022, Ministry of Tourism and Wildlife launched a new strategy dubbed “The new vision for Kenya’s Tourism” that seeks to diversify the country’s tourism offering, moving away from dependance on Safari and Beach destinations.
Speaking during the launch, Tourism and Wildlife Cabinet Secretary, Najib Balala said the strategy is a critical part of the ministry’s mission to accelerate economic transformation of communities through provision of solutions and opening up new opportunities for growth in the sector.
According to an article published in Kenyan Wallstreet on May 23rd, 2022, the strategy is a five-year plan that is set to provide a roadmap for the sector and will also shape the future of Kenya’s tourism industry by providing a framework that details how to successfully develop sustainable growth in the sector.
