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 per cent by close of this financial year.
Under the partnership, KQ has extended a 15 per cent 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 year.
This follows an initial successful phase of the campaign from February 1 to March 15, 2025, 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,” KTB CEO June Chepkemei said.
“As a region that continues to deliver strong growth as indicated in the recent 2024 tourism performance results, 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,” she added.
The recently released tourism arrival numbers for 2024 show that the US market continued to be the lead source market, accounting for 12.8 per cent of the total arrivals with 306,501 visitors, an increase of 28,342 from 2023.
Chepkemei said KTB’s integrated marketing strategy in North America has gained traction, with the board implementing diverse activities like targeted campaigns, niche marketing, content partnerships and trade engagement so as to stay ahead of the dynamic shifts.
“Last year, for instance, we had several successful initiatives, including roadshows in New York, Toronto, and Boston. We also ran niche marketing campaigns targeting conservation, luxury and groups segments, whereas we strengthened partnerships with the tour operators through various platforms, including USTOA Marketplace in Los Angeles, and the list goes on,” she said.
The partnership with Kenya Airways is hence an extension of some of the efforts that will allow the country to expand the reach and exposure, ultimately converting the strong interest into actual bookings and arrivals, Chepkemei noted.
Kenya Airways chief commercial and customer officer Julius Thairu said the airline is proud to continue partnering with KTB to grow tourist numbers from across the continent’s diaspora in North America.
“As the Pride of Africa, 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 or sustainability and adventure.
Additionally, the board has set its sights on the rapidly growing African American segment in the USA, an audience that represents a huge opportunity for travel, particularly for African destinations such as Kenya.
