The annual Magical Kenya Travel Expo (MKTE) 2024, at Uhuru Gardens in Nairobi from October 2-4, was “the most successful to date”, according to CEO of the Kenya Tourism Board (KTB) June Chepkemei.
Speaking to journalists on the last day of the three-day expo, she said the event drew over 4 000 delegates, 180 quality international buyers and 471 exhibitors from 35 countries. It was not just about the numbers but establishing strong, mutually beneficial relationships with buyers, sellers, policymakers and media while sharing skills and knowledge with the next generation of tourism leaders through seminars, Chepkemei added.
She emphasised the need for public and private-sector collaboration and improved access via increased air capacity and visas, pointing to the launch of a network development strategy between KTB and Air Asia as well as the memorandum of understanding between Kenya and Uganda for cross-promotion and marketing of tourism products and services between the two countries.
Other highlights of the event included the launch of the Digital Nomad Permit and the Transit and Long Connection electronic travel authorisation by President William Ruto during his official opening of MKTE 2024.
Kenya’s Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, welcomed this move. It enables travellers in transit to step out and explore the city of Nairobi from Jomo Kenyatta International Airport – these visitors will be truly immersed in the magic of Kenya and encouraged to return to the country, she pointed out.
According to Chepkemei, Kenya is the second largest transit airport hub in sub-Saharan Africa.
Delegates weigh in
South African-based Boyang Cape Tours CEO Chris Ndlovu, a first-time MKTE exhibitor, said the company has always viewed East Africa as the next major international tourism hub on the continent, which motivated him to exhibit this year.
“The warm reception from the operators across the region was overwhelmingly positive. Our mission was to establish strong partnerships and we connected with fellow industry leaders from Canada, West Africa and beyond.”
Boyang is developing a strategic system to offer comprehensive packages that highlight the “big five” countries of East Africa (Kenya, Tanzania, Zanzibar, Rwanda and Uganda) – making it a top destination choice for markets in Europe, Asia and the US, he revealed.
“With Kenya’s excellent flight connectivity, it’s clear that this region will remain a destination of choice – and South Africa will complete the journey.”
A spokesperson for Uganda Tour Operators said its members were “connecting, collaborating and growing” at MKTE and showcasing “the Pearl of Africa as a safe and reliable destination”.
A Norwegian buyer commented on the quality, passion and enthusiasm at meetings with suppliers. “50 meetings on the first day and counting,” he said.
Alistair McKenzie, Senior Sales Manager for Rainbow Tourism Group, said MKTE, with high-quality buyers, is always “a winner” for the group.
Chief of Staff at CityBlue Hotels Zarna Sorni said the company used the platform to successfully launch two new properties in the East African region.
Ambitious plans
Looking ahead, tourism travel fairs hosted in Africa will be repositioned to match globally established exhibitions attracting top buyers of tourism business.
So said Chairman of the African Tourism Board Cuthbert Ncube, noting the continent will not continue to play second fiddle in the evolving, competitive tourism environment.
"It's time for us to stand up and be counted as a region. We have what it takes to be at the same level with globally known tourism fairs in other countries."
He was speaking at a Nairobi hotel during a dinner for regional tourism boards as part of the activities celebrating the 14th MKTE that ended over the weekend.
Chepkemei added: "We are achieving impressive strides in making this show a premier tourism showcase in Africa as we continue to adopt innovations that resonate with the ever-dynamic tourism environment.”
She said Africa should speak in one voice while it benchmarks its performance against tourism fair giants known for global best practice such as London-based World Travel Market, Germany's International Travel Bourse and Asia's leading Outbound Travel Mart, among others.
KTB Chairman Francis Gichaba acknowledged competition is “healthy” but said African countries should build on mutually beneficial synergies in presenting their “formidable” tourism businesses to the world.
Representatives of the South African, Rwandan, Ugandan, Tanzanian and Kenyan tourism boards attended MKTE.
