Kenya is ramping up efforts to unlock the immense potential of the Australian travel market as part of a broader strategy to boost international tourism.
According to Rebecca Miano, Cabinet Secretary for Tourism and Wildlife, during a high-level engagement with tourism stakeholders and media in Melbourne, the Australian market offers significant growth opportunities for Kenya due to their deep historical ties.
“Australia has always been a valued tourism partner for Kenya, and we are eager to re-engage with Australian travelers, making up for lost time during the Covid-19 pandemic,” said CS Miano.
With Australians spending over Sh5.16 trillion ($40 billion) annually on outbound trips, Kenya is keen to carve out a larger share of this lucrative market.
In 2024, Kenya welcomed 27,396 Australian visitors, a number the tourism CS believes can grow significantly as the country intensifies its efforts to attract more tourists from the country.
Thanks to its unparalleled wildlife, breathtaking beaches, and rich cultural heritage, Kenya already offers the unforgettable and authentic experiences that Australian travelers crave.
In order to attract more visitors to Kenya, CS Miano is set to travel to a number of key Australian cities. She will hold discussions with leading tour operators while engaging with the Kenyan diaspora community to showcase the country’s diverse tourism offerings.
“We want to captivate the Australian market with the magic that is Kenya. Whether travelers seek adventure, relaxation, or meaningful cultural connections, Kenya has something special to offer. Our discussions with tour operators will focus on making travel to Kenya seamless and irresistible for Australians,” she said.
The Kenyan diaspora also remains a critical pillar of the country’s tourism agenda. In fact, the engagements in Australia align with the “Ziara Kenya: One Diaspora, One Tourist” campaign.
This initiative aims to rally the diaspora community to serve as ambassadors for Kenyan tourism, encouraging more Australians to visit their homeland. Additionally, CS Miano was full of praise for the Kenya 7s rugby team for their recent participation in the Perth 7s tournament, believing such events play a vital role in enhancing Kenya’s visibility on the global stage.
“As we continue to market Kenya’s diverse tourism offerings, sports tourism will remain a key focus. The electrifying reception and appeal of our Kenya 7s team at the Perth 7s showcased our country’s sporting excellence while also serving as a powerful platform to drive interest in Kenya as a travel destination,” said CS Miano.
The move to visit Australia and strike strategic partnerships is part of the larger strategy Kenya is employing to revive her tourism sector, which has been in recovery since the pandemic.
With tourist arrivals on an increasing trend in 2024, the country is set to roll out such targeted campaigns to strengthen its tourism links around the world.
