India, among the world's fastest-growing travel markets, and East African countries are looking to leverage mutually beneficial tourism opportunities.
The Indian middle class with disposable income is rapidly expanding. With this, the number of individuals who can afford international travel is also rising. According to an Expedia report, by 2025, 13.9 million leisure departures will be recorded from Mumbai.
India is also one of the largest global business travel markets with 26% of outbound trips for business purposes.
Additionally, there are strong cultural, economic and historical ties between many African countries and India. For instance, Kenya and Tanzania are popular among Indian families due to shared cultural practices, food and historical connections such as the Indian Ocean trade routes and Indian communities living in East Africa.
African countries are becoming increasingly committed to catering for the growing number of Indian luxury travellers seeking high-end safari lodges, private tours and exclusive experiences.
Kenya ups its game
At the recent OTM, one of the largest and most influential travel trade shows in Asia, countries displayed the best of travel, leisure and luxury to over 2 100 exhibitors and tourism boards from more than 60 countries and 30 Indian travel agents.
Kenya is banking on increasing demand from groups and high-end travellers in India to increase its tourism pie from the Asian market currently ranked at 6th position among Kenya’s top source markets.
Together with 12 other trade companies, the Kenya Tourism Board (KTB) has conducted roadshows in the major cities of Ahmedabad, Bengaluru and Kolkata to woo the Indian market.
“We are positioning Kenya as a diverse tourism destination to attract different types of clientele including honeymooners, adventurer enthusiasts, filmmakers and business conferences among others from this Asian market,” said June Chepkemei, KTB’s Chief Executive Officer.
Air access is improving. Air India has a code share agreement with Kenya Airways to operate three times a day from New Delhi. The airline is also expected to increase its frequency in summer to meet the expected increase in travellers to the country.
Kenya Airways operates a direct flight twice daily from Mumbai to Jomo Kenyatta International Airport in Nairobi – thus contributing significantly to the movement of Indian travellers to Kenya.
Chepkemei said air connectivity to Kenya and electronic travel authorisation are some of the attributes that have encouraged Indians to travel to Kenya.
“We are happy that the government continues to focus on improving infrastructure around tourism such as new hotels, roads and airstrips as some of the enablers that have enhanced visitor experiences in the destination.”
‘Robust recovery’
Kenya is experiencing a robust recovery and is projected to continue on a positive trajectory in 2025. Kenya ended 2024 with over 2.2 million arrivals, indicating growth of about 16% compared to the same period in 2023 when there were close to two million arrivals.
KTB has announced a two-month joint sales campaign in collaboration with prime Indian partners promoting Magical Kenya holiday packages – including SOTC Travel Limited, Make My Trip, Ease My Trip, Pick Your Trail and Thomas Cook, among others. The campaign will help attract more Indian travellers to Kenya. Last year, India's arrivals into Kenya closed at 106 863 visitors – up from 95 038 tourists in 2023 – a 12.4% increase.
"As India is part of emerging markets, we are going to pull out all the stops in partnership with the private sector to ensure the destination remains top of mind among Indian travellers and investors in the tourism sector," said Chepkemei.
‘Significant’ source market for Uganda
Uganda also splashed out at the OTM event to showcase its appeal as a destination. In 2023, around 50 000 Indian tourists visited Uganda, according to the Uganda Tourism Board, making it a significant source market for the country. Indian travellers are increasingly attracted to the country's unique wildlife, including gorilla trekking in Bwindi Impenetrable Forest, as well as its rich cultural heritage and scenic landscapes.
In addition, the recent launch of direct flights from Entebbe to Mumbai by Uganda Airlines aims to foster seamless connectivity and attract more Indian travellers.
“Our participation at OTM aligns with the government's Vision 2040 and Tenfold Growth Strategy, which prioritises tourism development as a key driver of economic transformation,” said Uganda’s Minister of State for Tourism, Wildlife and Antiques Martin Mugarra Bahinduka.
“The Uganda delegation, including public and private-sector stakeholders, will promote the theme ‘Explore Uganda, the Pearl of Africa’ showcasing Uganda as the ultimate adventure of a lifetime.”
Uganda also plans to tap into the film industry to showcase its beauty to the Indian market. It is planning strategic talks with top Indian tour operators and travel agencies who will market the country to potential travellers. In addition, the country will partner with key tourism stakeholders to boost tourism numbers.
