KENYA TOURISM BOARD (KTB) AMPLIFIES ENGAGEMENT AT THE UNITED STATES TOUR OPERATORS ASSOCIATION (USTOA) ANNUAL CONFERENCE TO INCREASE INTERNATIONAL TOURIST ARRIVALS.

The Kenya Tourism Board (KTB) utilized this year’s United States Tour Operators Association (USTOA) Annual Conference to intensify its efforts to boost visitor arrivals from the United States. With the American market recording 307,032 visitors to Kenya—a remarkable 17% increase compared to the previous year—KTB sees tremendous potential for further growth.

As part of its strategy, KTB has renewed its focus on engaging the travel trade to open new frontiers and promote Kenya’s diverse offerings to American travellers seeking transformational experiences in the post-pandemic era. Speaking ahead of the USTOA Conference, KTB CEO June Chepkemei emphasized Kenya’s commitment to capitalizing on pent-up travel demand in the U.S. with a more elaborate marketing approach.

Chepkemei highlighted the importance of evolving Kenya’s proposition to American travellers by leveraging insights from U.S.-based tour operator partners. “The U.S. is currently the country’s top-performing market for tourism. Our goal is to ensure Kenya remains top-of-mind for American travellers seeking adventures, beach escapes, and cultural connections,” she said in a press statement.

“The collective expertise of American tour operators and travel advisors represents an invaluable asset that we aim to not only tap into but also enrich through open dialogue and synergistic collaboration,” she added.

KTB’s outreach efforts extend beyond the USTOA conference. Just two weeks earlier, the Black Travel Summit was held in Fort Lauderdale, Florida, from November 21–24, 2024. Chepkemei noted that Black American leisure travellers represent a significant segment, spending approximately \$109.4 billion on travel in 2019, which accounted for 13.1% of the U.S. leisure travel market.

The Summit provided a platform for KTB to interact with over 400 Black travel communities, including travel agents, influencers, media, and other professionals. This engagement is part of a broader effort to refine Kenya’s offerings and attract this lucrative segment of travellers.

Chepkemei acknowledged that U.S. travellers increasingly seek experiential value, a trend echoed by insights from tour operators. “Going by such first-hand perspectives and the pulse of the market, we want to refine our offering so that we can better tap into and draw more of this lucrative segment,” she asserted.

The CEO emphasized the growing popularity of small group tours, private journeys, classic group tours, and cruising options among American travellers. “Small group tours are a common request from American travellers looking for their next adventure to Kenya. Going forward, we want to catalyze partnerships such that operators can create comprehensive packages encouraging extended stays and providing multi-faceted experiences across our tourism circuits,” Chepkemei remarked.

Kenya’s proactive marketing efforts during the pandemic have positioned it favourably against other long-haul destinations. According to the U.S. Department of Commerce, outbound travel from the U.S. increased by 9.3% in 2023 compared to pre-pandemic levels, underscoring the resurgence of the American travel market.

KTB’s participation in the USTOA Annual Conference, scheduled from December 9–13 in Florida, provided exclusive networking opportunities and valuable industry insights. This year’s event drew a diverse array of industry delegates, setting the stage for fruitful collaborations and strategic partnerships within the North American travel sector.

By leveraging these partnerships, KTB aims to ensure Kenyan operators align their products with current travel trends and preferences. Through such initiatives, Kenya is well-positioned to secure a solid market share of 35-40% of all visitation from key American source markets to Africa. The country’s enhanced focus on experiential travel promises to offer American tourists an unforgettable journey across Kenya’s diverse tourism circuits.