Kenya is banking on filming as one of the sectors to increase the number of Indian travellers – currently standing at 125 000 per year – to the country.

There has been growing interest among Indian filmmakers to shoot in locations in Kenya, which will enhance top of mind awareness of the destination among the Indian community.

Kenya Tourism Board (KTB) Marketing Director, Jacinta Nzioka, believes that Kenya has the best filming locations in the world, and its clement weather adds to its potential as a filming destination. "We have identified the growing interest, and this has reinforced our strategy to increase the volume of visitors from India. With filming, we are certain of Kenya being a household name for the Bollywood moviemakers in India.”

As part of the campaigns to showcase Kenya as a film destination, Nzioka said that KTB, in partnership with local travel agents, is planning to conduct road shows, offer affordable packages, and facilitate access for Bollywood filmmakers into Kenya.

Nzioka added that the Board is also targeting other initiatives and investments to attract the Indian market, including cricket, adventures, and safari experiences.

The Indian film market has in the past experienced an average of 45% increase in arrivals as Kenya Airways flies twice daily from Mumbai to Nairobi, thus boosting tourism growth. Delhi, Mumbai, and Ahmadabad contribute 66% of Indians who visit Kenya. The increase of visitors has been attributed to the country's natural beauty and wildlife.

India is ranked amongst Kenya's top five tourist source markets from the Asian continent, and is considered one of the fastest growing outbound tourism travel markets, which could account for 50 million tourists by 2020.