Reasons behind the stellar performance of the Kenyan tourism industry in 2019

In just 2019, international tourists spent over sh.163 billion in Kenya! 2,048,334 international visitors were reported, in 2019 and were a 1.167% increase from the previous year, where the total arrivals recorded were 2,025,206.

Below is a figure illustrating the source markets of tourism, comparing 2019 and 2018.

The sector had a stellar performance in 2019, with more tourist arrivals compared to 2018. This can be attributed to a few factors mentioned below.

There was a noticeable growth in the aviation sector; Air France increased its flights' frequency from three to five weekly. Qatar Airways started direct flights from Doha to Mombasa. This has, as expected, served various markets, considering Doha is a major connection hub. Ethiopian Airlines increased flight frequency to Mombasa from one flight to two daily. Kenya Airways began flights between Nairobi and New York contributing to the sustained growth of the American market.

Improvements in marketing techniques; the rise of social media platforms through influencers has enhanced the market. Continuous digital consumer advertising campaigns on Expedia, TripAdvisor, and Google. Global travel trade roadshows and exhibitions in various major cities around the world.

Although Kenya has made great advancements in the sector, there is still room for further improvement. Introduction of flexible tour packages as opposed to rigid pre-planned packages, whilst ensuring safety and destination reliability. Nowadays, gastronomy is becoming a central part of the whole holiday experience. There is a need for innovation and presentation of organic meals, that observe high levels of hygiene. These few initiatives can take tourism in Kenya to the next level in the upcoming years.

Author: Chhavi Dhumeja