Nairobi, Tuesday 28th November 2023: Kenya will play a lead role in riding the potential of East Africa as a regional tourism hub by advancing programmes and initiatives geared towards achieving the goal.
Tourism PS John Ololtua said this was evidenced by the huge success of the recent EARTE/MKTE joint expo, which had a record 470 trade visitors at the three-day event held at Kenyatta International Convention Centre (KICC) in Nairobi recently.
Ololtuaa pointed out that Kenya had undeniably displayed its prowess in terms of tourism, adding that the just-concluded expo was a testament to the richness and diversity of what it offers.
“Importantly, let’s not forget the significant business leads that have been generated from 4,410 scheduled meetings during this expo. The connections made, partnerships formed, and agreements reached. These business leads will undoubtedly have a lasting impact on the growth of the tourism sector. The fruitful business engagements conducted during the expo underscore the economic potential of our region and the promise it holds for future collaborations,” Ololtuaa remarked during the joint expo’s closing ceremony.
The trade fair attracted an impressive line-up of 10 county governments from Kenya and 10 National Tourism Boards from Kenya, Rwanda, Uganda, Burundi, DR Congo, Seychelles, Republic of South Sudan, Malawi and Tanzania.
The joint expo also drew 310 exhibitors and 110 buyers from at least 33 countries cut across key source markets in Europe, Africa as well as Asia.
The theme for this year’s expo was ‘Tourism for Green Growth’ – a critical subject as the world grapples with the effects of climate change.
The discourse around the expo was centred on marketing the EAC region as a single tourism destination in order to attract more business from the sector. Tourism and Wildlife Cabinet Secretary Dr. Alfred Mutua said that the Ministry will coordinate the EAC States in charting ways to collaborate with each other to harness strengths and develop circuits that would ease travel and promote interactions across the diverse cultures that define East Africa.
CS Mutua’s pronouncement saw the seven EAC partner states adopt the newly developed EAC Tourism Destination Brand: “Visit East Africa – Feel the Vibe” which aims at presenting to the world an East Africa that is diverse, unique, beautiful and culturally rich.
The joint expo also rallied for a free visa regime across the African continent with Mutua noting that it will be critical to opening up the competitive advantages for Kenya and the EAC countries.
He called on delegates from different countries to work together to come up with comprehensive marketing campaigns that will enable inclusion for member states while maintaining high quality of tourism services and products offered.
KTB Ag. CEO John Chirchir emphasized the joint expo’s pivotal role in elevating Kenya’s standing as a tourism leader. “The joint expo was a resounding success and a testament to Kenya’s position as a regional tourism powerhouse,” said Chirchir. He further highlighted the event as a critical milestone in Kenya’s journey towards becoming a preferred destination for global travellers.
“Beyond the impressive number of trade visitors, the joint expo facilitated meaningful connections and collaborations. The active involvement of 10 Tourism Boards and engagement with 10 county governments highlighted our collective determination to advance the tourism agenda in East Africa,” Chirchir added.
The EARTE is the region’s travel fair showcasing the region’s diverse tourism offering to consumers, and trade, hosted by the East African Community partner states on a rotational basis.
It was the first time that Kenya hosted EARTE after previous editions were successfully hosted by Tanzania and Burundi. The annual regional travel fair was held in conjunction with the 13th edition of the Magical Kenya Travel Expo (MKTE).
The twin fair also attracted high level delegations from across the African continent with leading stakeholders converging to interact and complement efforts in showcasing Africa’s immense potential as a global tourist destination.
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