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Kenya is packaging culture, heritage, and conservation to tap into the growing pool of African-American travellers seeking to interact with authentic African experiences.

Kenya Tourism Board Ag. CEO John Chirchir says that the board is aligning its strategy to this segment yearning to reconnect with their African roots through immersive and enriching cultural experiences, adventure, and engaging conservation efforts.

Speaking during a dinner hosted on Wednesday, November 29, 2023, to welcome a group of African-American influencers and travel advisors, Chirchir noted that Kenya presents an attractive facet for African-American travellers seeking meaningful connections with the continent's rich bio-diverse heritage. Mr. Chirchir affirmed that conservation efforts go hand-in-hand with the cultural heritage aspect, given their substantial influence on shaping the longevity of this heritage.

"The African American segment is important to Kenya as a destination. This demographic forms about 13% of the US population, currently our number one key source market for tourism. We aim to engage their interest and inspire them to establish a connection not just with their African heritage but also with the global conservation movement Kenya is renowned for. “he said.  

Simultaneously, part of Kenya's appeal lies in its buzzing modern city, Nairobi, which is making impressive strides in striking a balance between its inherited cultural values and urban growth.

"It's an honour to welcome this esteemed group of influential figures to our destination. We're looking forward to not just showcasing Kenya's captivating scenic beauty but also introducing them to the warmth and hospitality of our people, and the vibrancy of Nairobi which was recently voted the best city to visit in 2024 by Lonely Planet. We hope that it inspires a robust understanding and love for our country, encouraging others to come and explore.”

The KTB boss also noted:  "As we seek to grow our tourism numbers, we want to leverage on the fact that Kenya is where humankind began. We want to build on this narrative that presents our nation as a home for everyone,” Chirchir added.  

The group, presently in the country for a one-week familiarization trip, consists of well-known figures from music, film, business, and communication. They include American-Nigerian actor Gbenga Akinnagbe, Music Mogul and wellness warrior Angelique Miles, American television personality and businesswoman Bevy Smith and Global Communications Executive Iesha Reed among others.  

Chirchir emphasized the significance of leveraging influential personalities to change perceptions about Kenya and, more crucially, recreating the narrative about Africa that circulates in foreign media.  

"Many people have preconceived notions about Kenya and the African continent based on what they see on film and movies, most of which do not depict the full picture. The presence of these influencers offers a unique opportunity to counter these stereotypes and present a much richer, diverse image of our great country."

According to a 2018 study by U.S-based market research firm, Mandala Research, African-American travel represents a $63 billion opportunity with “cultural” travellers of this demographic being the highest spenders, with an average per trip spend of $2,078 versus $1,345 for all African American travellers.  

The recent surge in Kenya's cultural festivals has dovetailed with this rise in culturally inclined global travellers, providing a unique opportunity for Kenya to showcase its cultural wealth to a wider market.