The 15th Magical
Kenya Travel Expo (MKTE) took place this past week from October 1-3 in Nairobi,
and the prevailing message is clear: African
countries need to work together, offer more diverse experiences and attract
investment to really unlock the continent’s tourism potential.
MyJoyOnline.com
reported that the expo drew 6,500
delegates and more than 400 exhibitors, with over 10,000 scheduled business
meetings this year. And, new this year, MKTE also included the Africa Tourism
Investment Forum (ATIF), where investors, policymakers and entrepreneurs meet
to explore opportunities across the continent.
Kenya’s
Deputy President, Hon. Prof. Kithure Kindiki, officially opened the event at
Uhuru Gardens by sharing some impressive stats. In 2024, Kenya welcomed 2.4
million international visitors—a 15 percent jump from the year before—bringing
in KSh 452 billion (about $3.5 billion) in revenue and supporting 1.7 million
jobs.
Looking ahead,
Kindiki shared that the government’s big goal is to reach 5.5 million visitors
by 2027. He explained that hitting that target will take fresh investments in
infrastructure, visa reforms, and new travel products like cruise tourism,
astro-tourism and cultural tours.
Tourism and
Wildlife Cabinet Secretary Rebecca Miano also highlighted the sector’s growth,
predicting it will supply the economy with KSh 1.2 trillion (roughly $9.3
billion) in 2027. She described MKTE has
evolved into more than a trade show, becoming a Pan-African hub for networking,
ideas and business opportunities.
During the ATIF portion,
speakers emphasized that African countries need to present tourism
opportunities in a way that attracts serious funding. They pointed out key
areas with strong growth potential, such as road and railway improvements,
cruise tourism, convention and event spaces and eco-tourism beyond the classic
safari vacation.
Industry experts
also emphasized the value of promoting Africa to its own residents first,
tapping into high-net-worth African investors before turning to international
markets and outside funding.
Policy integration
under the African Continental Free Trade Area (AfCFTA) was another hot topic.
Officials from Kenya, South Sudan, Zanzibar, and the AfCFTA Secretariat
discussed harmonizing visa programs, simplifying cross-border travel and
improving transport links. They agreed that easier, cheaper travel within
Africa is essential for the sector to thrive.
Panel discussions
backed this up, with experts calling for Africa to be promoted as a single
destination rather than a collection of competing countries. They highlighted
untapped regions like West Africa, the potential of women-led tourism
businesses, and the need to move beyond just safaris to showcase Africa’s
broader cultural and creative riches.
The expo also put
sustainability front and center. Delegates joined the “One Tourist, One Tree”
initiative at Carnivore Grounds, symbolically linking tourism growth with
conservation. Kenya’s tree-planting programs and community-based tourism
projects were highlighted as ways to protect the environment while boosting the
economy.
MKTE closed Friday
with discussions on sustainability, MICE tourism and the variety of Africa’s
tourism products. After 15 years, the expo has grown into the continent’s
premier travel trade event—a hub for showcasing opportunities, strengthening
regional partnerships and putting Africa firmly on the global tourism map.
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