The Kenya Tourism Board (KTB) and national carrier, Kenya Airways (KQ), have entered into a strategic partnership that aims to grow the North American source market by 11% by the close of this financial year.
Under the partnership, KQ has extended a 15% discount on published fares from the USA, Canada and Mexico for the booking period of March 16 to May 16 for travel before November 30.
This follows an initial successful phase of the campaign from February 1 to March 15, which sought to stimulate early bookings and capitalise on pent-up demand.
“We are delighted to partner with Kenya Airways in this innovative joint promotion to ramp up arrivals from North America – one of our top source markets globally,” said KTB CEO June Chepkemei.
The recently released tourism arrival numbers for 2024 show the US market continues to be Kenya’s lead source market, accounting for 12.8% of total arrivals with 306 501 visitors.
“As a region that continues to deliver strong growth, we are keen to build on the momentum as part of broader efforts to boost Kenya’s competitiveness in the global tourism arena by enhancing connectivity and affordability,” said Chepkemei.
Chepkemei said KTB’s integrated marketing strategy for North America has gained traction with activities like targeted campaigns, niche marketing, content partnerships and trade engagements.
Last year, KTB had roadshows in New York, Toronto and Boston, and engaged with tour operators through platforms such as the United States Tour Operators Association Annual Conference & Marketplace in Los Angeles.
“We also ran niche marketing campaigns targeting conservation, luxury and groups segments. This partnership with Kenya Airways is, therefore, a natural extension of some of these efforts that will allow us to expand our reach and exposure, ultimately converting the strong interest into actual bookings and arrivals,” Chepkemei said.
Kenya Airways Chief Commercial and Customer Officer Julius Thairu said the airline is proud to continue partnering with KTB to grow tourist numbers from North America.
“We are committed to working closely with key tourism stakeholders to make Kenya an attractive and affordable destination for North American travellers. Our convenient connections through key hubs and the added incentive of discounted fares will make it easier for more people to choose Kenya for their next vacation. We look forward to facilitating more arrivals and revenues that are vital for the sector,” he said.
KTB is targeting key consumer segments with this initiative, including the upscale millennial and baby boomer demographics from the US and Canada, given their strong affinity for experiential travel, exploration, conservation/sustainability and adventure.
Additionally, KTB has set its sights on the rapidly growing African American segment.
