The Kenya Tourism Board (KTB) on Tuesday said the country generated $7.5 billion from tourism activities in 2023.
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Ms Josephine Mbela, Assistant Deputy Director, Domestic and Africa, KTB, disclosed this during the 20th AKWAABA African Travel and Tourism Market in Lagos.
Mbela said the tourism industry contributed 7.5 percent to Kenya’s Gross Domestic Product (GDP) in 2023, as 32,000 tourists visited the country within the period under review.
She said for 2024, KTB was currently targeting growing tourism receipts by ten percent.
“For 2023, we accommodated 32,000 visitors into Kenya, the country generated $7.5 billion the same year, and going forward, we want to have about a ten percent increase.
“They came for Meetings, Incentives, Conference and Experience (MICE); some also came for education and medical tourism.
“Tourism is our number two source market after agriculture.
“We decided to come to AKWAABA in Nigeria because Nigeria is one of our key markets and one market that we want to grow numbers into Kenya.
“This year we are focusing on attracting at least 50,000 Nigerians to visit Kenya, not only for the holiday or safari that we are known for, but also for honeymoon, adventure, vacation, and family destination.
“The projection this time is to grow tourism receipts by ten per cent.
“We used to invest a lot in the European and American markets, but right now, this financial year, we are focusing on Africa and we have put a lot of strategies and campaigns to attract African,” she said.
Speaking on visa procurement to visit Kenya, Mbela said: “Once you apply online within 72 hours you will be able to get an approval and you will receive your stamp on arrival. It is very easy now, it is not as complicated.”
She commended Ikechi Uko, Convener of AKWAABA African Travel and Tourism Market, for holding forth for 20 years.
She described AKWAABA as a vital platform for fostering connections, collaborations and showcasing diverse tourism offerings.
“Currently, the African market constitutes about 41 per cent of Kenya’s total arrivals, according to data from the Tourism Sector Performance Report.
“Even as we continue to invest in our traditional key source markets such as Europe and USA, we consider Africa as a low hanging fruit that we must invest in line with our market diversification strategy.
“The event stands out not only for its ability to weather global challenges, including the impacts of COVID-19, but also for its commitment to highlighting the potentials of Africa as a premier travel destination,” Mbela said.