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Kenya Targets Group and Luxury Indian Travellers to Boost Tourism

January 25, 2025 | Press Release

Kenya is tapping into the growing demand for group and high-end travel from India to strengthen its foothold in the Asian tourism market. Ranked as Kenya’s sixth-largest source of visitors, India has become a key focus for Kenya’s tourism promotion efforts. The Kenya Tourism Board (KTB), along with 12 travel trade companies, is currently conducting roadshows in Ahmedabad, Bangalore, and Kolkata to showcase Kenya’s offerings.

According to KTB CEO June Chepkemei, the Indian market has shown remarkable recovery post-pandemic, with a 12.4% increase in arrivals last year. Visitor numbers rose from 95,038 in 2023 to 106,863 in 2024. While the iconic Masai Mara safari is already a popular draw, Kenya is diversifying its portfolio to include honeymoon packages, adventure tourism, filming opportunities, and business conferences.

“We are positioning Kenya as a diverse tourism destination to attract various clientele, including honeymooners, adventure enthusiasts, and corporate travellers,” said Chepkemei.

Enhanced air connectivity and the availability of the Electronic Travel Authorization (ETA) have further fueled interest among Indian travellers. Chepkemei highlighted government efforts to improve tourism infrastructure—such as hotels, roads, and airstrips—as pivotal to enriching visitor experiences.

Kenya’s tourism industry is experiencing a strong recovery, with 2024 ending on a high note of 2,253,428 total arrivals, marking a 16% growth compared to 2023. Safari Trail CEO Rajay Thethy identified the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector as a promising avenue for growth.

“The combination of business and leisure is key for the Indian market, with group stays averaging five days. The ETA facility has been instrumental in accelerating group bookings for MICE travel to Kenya,” Thethy noted.

The roadshows have already sparked optimism, particularly in Ahmedabad, where Indigo Air’s daily flights from Mumbai have seen 95% occupancy in recent months. Indigo Trade Sales Manager Tarun Arora hinted at potential expansions to meet growing demand.

“As we approach the summer season in March, we anticipate an increase in passengers. Our customers mainly travel for business, leisure, and family visits,” said Arora. Indigo, which launched direct flights to Nairobi over a year ago, now commands 63% of the Indian market share.

Air India’s codeshare partnership with Kenya Airways and its three daily flights from New Delhi are also expected to expand during the summer to accommodate the surge in travelers. Kenya Airways contributes significantly with two daily direct flights from Mumbai to Nairobi’s Jomo Kenyatta International Airport.

As Kenya’s tourism sector continues its upward trajectory, the country is poised to attract a growing number of Indian travellers seeking diverse experiences and seamless travel options.

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