Kenya is expecting tourism numbers from Germany and the larger European tourism source markets to improve as the destination participates in the ITB Expo taking place in Berlin, Germany.
This comes as the Ministry of Tourism and Wildlife, through the Kenya Tourism Board (KTB), is set to lead a 45-member delegation of industry stakeholders to the ITB Berlin slated for March 4th-6th, 2025.
Speaking during a forum in Nairobi to brief tourism stakeholders attending the travel fair, Tourism Principal Secretary John Ololtua said that ITB presents a strategic gateway for Kenya to showcase its diverse and authentic adventure tourism experiences to the German and broader European markets.
“We are heading to Berlin with great optimism, buoyed by the impressive tourism numbers we recorded in 2024. This will be our launchpad as we seek to build on this momentum, with the aim of showcasing the very best of Magical Kenya to potential visitors and trade partners,” Ololtua said.
Ololtua added that a key focus would be to reinforce Kenya’s positioning as a premier adventure tourism destination, leveraging its unique blend of natural wonders, rich cultural heritage, and outdoor activities.
“The ITB Berlin will be the perfect platform for us to amplify and diversify the narrative around our adventure tourism product offerings to the global audience. Tourism is a people-to-people sector, and our travel trade partners are the conduits who can help bring this closer to reality through deals and partnerships. We are therefore heading to Berlin with an open mindset, to work together towards boosting visitor numbers from this important source market,” he affirmed.
Kenya has been a regular participant at the travel fair, given its strategic importance in promoting the destination to the German and European markets.
At least 87,556 German tourists visited Kenya in 2024, up from the 77,907 arrivals recorded in 2023, representing a 12.4pc year-on-year growth.
According to KTB Chief Executive Officer June Chepkemei the expo is key in bolstering Kenya’s destination marketing efforts, especially as the country intensifies its focus on adventure tourism experiences.
“Kenya is the complete package for adventure tourism. This year, we will differentiate ourselves with a strong emphasis on what Kenya has to offer in terms of our adventure tourism products. We will work closely with travel trade partners as they are the ones who ultimately close the deals. We are going with the unified message that ‘Kenya is the Real Deal’,” said Chepkemei.
She assured the sector of KTB support and challenged the trade partners to optimize opportunities that KTB avails to them as they seek to close business opportunities during the expo.
Chepkemei also announced that this year’s Magical Kenya Travel Expo (MKTE) will be held from October 1st-3rd, 2025 at the Uhuru Gardens, Nairobi.
“ITB Berlin has been a vital platform for many years, and we look forward to partnering with the Ministry of Tourism and Wildlife and KTB in marketing Kenya’s tourism products to the German and larger European market. Our goal is to close the deals that will lead to more visitors coming to Kenya and increasing business for the tourism sector. We are going to the expo to complement and not compete with each other,” noted Kellen Ndii, the Chairperson of the ITB Travel Trade Planning Committee.
The travel fair is a key component of KTB’s broader marketing strategy aimed at sustaining the upward trajectory in tourist arrivals, as the country targets to welcome 3 million international visitors by the end of the year.
As part of its activities at ITB, KTB will undertake initiatives including B2B interactions, spotlight on adventure tourism experiences, on-site destination branding, stand activations & networking events as well as an adventure tourism workshop among other activities.
