Kenya Targets Growth In South African Travel Market At WTM Africa 2025
Kenya is setting its sights on expanding its footprint in the lucrative South African outbound travel market as it gears up for a high-impact presence at the World Travel Market (WTM) Africa currently taking place in Cape Town.
Led by the Kenya Tourism Board (KTB), a delegation of 13 key travel trade stakeholders are representing the country at the premier B2B travel exhibition that has attracted over 700 exhibitors from across the continent and beyond which runs from 9th to 11th April. Their mission is to spotlight Kenya’s diverse tourism offerings and forge strategic partnerships across the continent and beyond.
“WTM Africa is the continent’s leading tourism showcase and a crucial platform for Kenya to connect with influential industry players,” said KTB CEO June Chepkemei. “Our goal is to strengthen our destination brand, boost tourist arrivals, and promote Kenya as an affordable, accessible, and adventure-filled destination.”
Chepkemei underscored the importance of the South African market, terming it a vital driver for Kenya’s tourism industry. According to the 2024 Tourism Performance Report, South Africa contributed 38,247 tourist arrivals to Kenya, an increase of 1.26% year-on-year, cementing its position as Kenya’s 9th most important African source market.
“South African travellers are a valuable part of our tourism ecosystem, with an average spend of USD 1,500 per visit. We are committed to deepening engagement with our South African partners and delivering exceptional travel experiences,” Chepkemei added.
Africa continues to serve as a powerful platform for travel professionals to network, do business, and promote tourism offerings and with the growing emphasis on intra-Africa travel, KTB is optimistic about tapping into new opportunities to boost continental demand.
“Africa remains our largest source market. WTM Africa allows us to reach potential first-time visitors and introduce them to Kenya’s rich and varied travel experiences,” Chepkemei pointed out.
At WTM Africa 2025, Kenya’s delegation will roll out a range of initiatives designed to enhance visibility in the South African market, uncover new business opportunities, and drive bookings through meaningful engagement with travel agents, tour operators, airlines, and media.
The tourism fair will accord Kenya an opportunity to showcase Kenya’s unique travel offerings from safari and beach getaways to adventure and cultural tourism targeting both traditional and emerging segments. These include millennial travellers seeking immersive, off-the-beaten-path adventures, and older tourists (50–64) interested in exclusive, relaxed holiday experiences.
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