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% by close of this financial year.
KTB and KQ Form Strategic Partnership to Enhance North American Tourism Arrivals
Under the partnership, KQ has extended a 15% discount on published fares from the USA, Canada and Mexico for the booking period of March 16th to May 16th, 2025, for travel before November 30th, 2025.
This follows an initial successful phase of the campaign from February 1st to March 15th, 2025, which sought to stimulate early bookings and capitalize 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,” said KTB CEO June Chepkemei.
“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 shows that the US market continues to be the lead source market, accounting for 12.8% 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 KTB 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.
This partnership with Kenya Airways is therefore a natural extension of some of these efforts that will allow us to expand our reach and exposure, ultimately converting the strong interest into actual bookings and arrivals,” Chepkemei said.
Kenya Airways Chief Commercial and Customer officer Julius Thairu said that the airline was 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/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.
