By Josephine Wawira
Published August 11, 2018
Kenya’s tourism industry contributed Sh294.6 billion (US$2.9 billion), which is approximately 3.7% of the GDP, in 2017. By the end of 2018, the contribution is expected to rise by 5.2% to Sh310.1 billion and to Sh515 billion by 2028.
In a hospitality report by Jumia Travel, Kenya earned US$1.2 billion from tourism expenditures in 2017, up from approximately US$989 million in 2016; a 20% increase. This, as international arrivals to Kenya reached 1.4 million as compared to 1.3 million in the previous year, representing an increase of 9.8%.
RELATED:Kenya’s Travel and Tourism Sector on Steady Growth
Some of the economic drivers that highly contributed to the stability included enhanced security in the country, infrastructural developments like The Standard Gauge Railway, a steady macroeconomic environment, improved budgetary allocations by the government, and increased air connectivity within Africa.
Kenya’s core tourism resources are beach and safari products. It can be noted from the National Tourism Blueprint, that the government has identified existing gaps and is now set to do much more in identifying new opportunities that should allow the opening of a wider scale of diverse tourism products, addressing needs within existing products and developing new ones. It should be expected that in addition to market research to identify best practices and products, there will be closer partnerships with the private sector and other stakeholders to ensure long term sustainability and alignment of tourism products with market needs.
RELATED:Africans at Work Photo Contest Announces Winners
While Kenya’s reputation as a top African tourist destination has always managed to place the country as a leader in the industry, it is imperative that marketing campaigns for destination Kenya be more innovative to capture the imagination of travellers across different segments; from the niche market to the more budget conscious. Adequate marketing funds also need be availed consistently.
RELATED:Africa Tourism Leadership Awards Call for Nominations
Domestic tourism has taken off exponentially in the last few years, generating 62% of direct travel & tourism GDP in 2017 as foreign spending contributed 38% according to the hospitality report. Concerted efforts by both government and the private sector to increase the local tourism numbers at times when international tourist figures went down have paid off handsomely.The unified brand of #TembeaKenya through the Kenya Tourism Board has certainly helped build awareness especially within the counties – a good initiative that must continue to receive the necessary support. Much remains to be done to educate Kenyans on their country as a travel destination, and in continually positioning Nairobi as a regional hub. The resultant benefit is Kenya being a ‘must go to’ destination for both corporate and leisure travel from the region and beyond within the continent.
RELATED:Digital Money Transfer Service Registers Steep Growth
The conservation of valuable resources like wildlife is paramount. The elephant population in areas like the Tsavo National Park has increased significantly following efforts to contain poaching and management of human-wildlife conflict by the Kenya Wildlife Service. A park which previously had become almost forgotten is now slowly coming back to life as a viable tourism area.
An eTurboNews article
