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Kenya projects to receive about 1.46 million tourists, translating to earnings of Sh265billion by the end of the year as the adverse effects of the Covid-19 pandemic continues to wear out. On Wednesday October 5, Tourism Cabinet Secretary Najib Balala expressed confidence that Destination Kenya was quickly on its part to full recovery as it built on resilience, a unique experience, growth of domestic tourism and value addition. CS Balala was briefing local and international media at Bomas of Kenya after opening the 12th edition of the Magical Kenya Tourism Expo (MKTE).

“Last year, we recorded 870,000 visitors into the country with revenue receipt of Sh146billion and by close of this year, we have better projects since things have begun looking up”, the CS revealed.

The expo, which is the largest East and Central African travel trade show, brings together over 200 exhibitors and 160 buyers among other industry partners and media from some of Kenya’s key source markets in Europe, Africa, Asia, and the Americas.

According to Balala, the expo marks a significant development in the recovery of the sector from the effects of the pandemic slump. He noted that the presence of exhibitors and hosted buyers representing about 30 countries affirms that Kenya is a country that continues to attract global attention and investment in tourism development.

“As a Ministry, we have been focusing on increasing our country's value proposition by highlighting its unique offering and culture through events such as MKTE.  Earlier in the year, we launched our new strategy that will provide a roadmap for the sector and will shape the future of Kenya’s tourism industry. We shall continue to build on these efforts to position Magical Kenya as one of the most attractive destinations for visitors from across the globe,” Balala added.

Also present at the opening was Kenya Tourism Board (KTB) Chief Executive Officer, Dr Betty Radier, who said that this year’s event is part of the board’s efforts to revitalize tourism in Kenya as it focuses on Africa and other emerging markets. She expressed her delight at having the expo return to in-person interaction, after two years. MKTE 2021 was held virtually, to ensure that the sector did not lose out on any opportunities.

“As we continue to work towards our vision of a thriving tourism industry, we are determined to support this vital sector by providing an environment that will attract visitors and enable them to connect with the best in local hospitality, culture and heritage,” said Dr Radier.

MKTE has over the years brought together different international buyers from top source markets who have seized and created opportunities in the country’s tourism sector.

Steve Omondi, KTB’s Events and Exhibitions Manager, revealed that the show has turned out better than envisioned especially considering it is the first physical exhibition since the pandemic struck.

“We had approximately 210 exhibitors in 2019 and this year, we saw growth with over 250 participating. We were apprehensive but pleasantly surprised with at least 160 buyers and 20 hosted and 50self-sponsored media, which is higher than the pre-pandemic physical show held in 2019,” Mr Omondi highlighted.

On the switch of location from KICC which has played host for at least a decade to Bomas of Kenya, Mr Omondi noted the need to offer a different experience that breaks the monotony, especially after the hiatus occasioned by the pandemic. Bomas he says has intentionally lent the expo a cultural theme and while the weather forecast stopped the cocktail launch from being held outdoors at the Bomas villages, the villages are open with the highly popular Maasai market experience included.

MKTE is a business-to-business show that is different from holiday fairs that target consumers. In the event, buyers from key source markets including America, Asia, Europe and from the continent are invited to meet the Kenyan tourism traders and also sample the product with organised familiarisation visits. In addition to the actual show, the event includes diarised meetings with traders, power-panel seminars and cocktail sessions to encourage maximum networking. 

In a first, the expo provides a ready to exhibit stand branded to one's specifications. Apart from the traditional high yield source markets, this year’s show has also significantly focused on the domestic market and Africa that have proven to be critical markets.  In addition to more invites from the continent and domestically, the Board is also running domestic camping titled ‘you deserve a holiday' campaign where KTB is partnering with 21 companies, which includes among other things corporate engagements.

According to Fatuma Kazungu, Digital communications Manager of City Blue Hotels, the uncertainty of Covid-19 seems to be behind us and they are very optimistic about the future of hospitality.

“Magical Kenya Tourism Expo 2022 is showing us that Kenya is ready to open up to the rest of the world and they are eager to come to us. With buyers from North America, Europe, Asia, and the rest of Africa, we anticipate an influx of new business coming in not only for the remaining part of the year but also for many years to come. MKTE has enabled us to make meaningful partnerships, especially now that the meetings are in person. We have also noticed the need to invest more across Africa as Kenya is becoming the doorway to the rest of Africa,” she said.

The three-day event will run from today until Friday, October 7, 2022. A number of seminars with compelling themes on current trends in the travel industry will also be presented.