ATTA (The African Travel and Tourism Association has called for tourism to be recognised as a national economic priority in Kenya, with greater investment in destination marketing, infrastructure and conservation to protect the country’s competitive position and unlock the sector’s full economic potential.
The call follows a series of meetings with the Kenya Tourism Board, Kenya Wildlife Service and Ecotourism Kenya, alongside a senior-level industry roundtable hosted by ATTA at Fairmont, The Norfolk in Nairobi.
The discussions brought together leading tourism businesses, international tour operators and industry associations to identify the challenges and opportunities facing Kenya’s tourism sector and explore how stronger public-private collaboration and advocacy are needed to support sustainable growth.
Virginia Messina, CEO of ATTA, said, “Kenya has extraordinary tourism assets, a highly experienced private sector and enormous potential for growth. But tourism must be recognised and supported as a national economic priority, not simply viewed as a source of additional revenue.
“Our discussions in Nairobi have reinforced the need for a stronger, more co-ordinated voice for tourism, backed by credible evidence of the sector’s contribution to employment, livelihoods, conservation and the wider economy.
“We are operating in an increasingly competitive international market and an uncertain geopolitical environment. Strong investment in destination marketing, infrastructure development and the protection of natural assets is essential if Kenya is to maintain its competitive edge and ensure tourism delivers lasting economic and social benefits.”
A central theme of the ATTA roundtable was the need to raise tourism’s profile in national economic decision-making and ensure that its wider contribution to jobs, local communities and conservation is better understood.
Participants highlighted the importance of tourism marketing, improved connectivity and airport infrastructure, product development and stronger conservation measures to protect Kenya’s natural heritage are essential to ensure a thriving tourism sector.
The discussions also explored opportunities to diversify Kenya’s tourism offering beyond its best-known natural parks and attractions, encouraging greater visitor dispersal and ensuring that tourism benefits are shared more widely across the country.
ATTA welcomed the opportunity to engage with the CEO of the Kenya Tourism Board June Chepkemei and its renewed diversification strategy into segments such as MICE and sporting events, and discussed how stronger international partnerships, targeted marketing campaigns and closer collaboration with the private sector could support Kenya’s growth ambitions.
The recently implemented health insurance requirements were also raised during the roundtable, with industry representatives highlighting concerns about the speed of implementation and calling for greater clarity on several aspects of the policy. Participants highlighted the need for effective communication, additional lead time for implementation and careful consideration of the potential impact of increased costs on travellers.
ATTA stressed the importance of ensuring that tourism policies are transparent, proportionate and developed in consultation with the businesses responsible for delivering visitor experiences.
Messina added: “Tourism supports far more than visitor arrivals, it is responsible for 9% of the Kenyan economy and supports more than 1.8 million jobs and livelihoods, it creates opportunities for communities and provides an important economic incentive for wildlife and habitat conservation.
“We need to make a stronger case for greater tourism investment and ensure that decisions affecting the sector are informed by those working within it.
“Our meetings in Nairobi have been extremely productive, and we look forward to building on the positive discussions we had with the Kenya Tourism Board, Kenya Wildlife Service, Ecotourism Kenya and our members to strengthen advocacy, improving market intelligence, promoting the vast diversity of products that Kenya has to offer and identify practical ways ATTA can support the country’s long-term tourism ambitions.”
About ATTA
Established over 30 years ago, the African Travel and Tourism Association (ATTA) is a leading membership association driving sustainable tourism growth across Africa by connecting members, industry, governments and global partners.
It represents more than 1,000 organisations and businesses across Africa and key global source markets.
Its renewed strategy is built around three pillars – Connect, Invest and Protect – strengthening advocacy, sharpening market intelligence, creating commercial opportunities and protecting Africa’s natural, cultural and tourism assets for future generations.
ATTA’s Nairobi roundtable brought together representatives from Abercrombie & Kent, Accor, Ashnil, Cheli & Peacock, Fairmont Hotels & Resorts, GoPlaces DMC, Hemingway’s Collection, Intrepid Travel, Kenya Association of Travel Agents (KATA), Kenya Association of Hotelkeepers and Caterers (KHAC), Kenyatta University Kichiche Camp, Gamewatchers Safaris & Porini Camps, Rescue.co, Shukran and Tribe Hotels Kenya.
The meeting was hosted by ATTA Founder and Honorary President Nigel Vere Nicoll, Chief Executive Virginia Messina and Chief Commercial Officer Chris Mears, alongside ATTA Honorary Fellow Dr Mohanjeet Brar.
Following high-level meetings and an industry roundtable in Nairobi, ATTA is pushing for greater recognition of the value of travel and tourism to the Kenyan economy, alongside increased investment in tourism promotion, infrastructure and conservation to safeguard Kenya’s global competitiveness.
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