Kenya Tourism Board (KTB) has announced new partnerships with Emirates and Qatar Airways, aiming to significantly increase tourist arrivals from the Middle East. The Memoranda of Understanding (MoUs) were signed during the Arabian Travel Market expo in Dubai, with the goal of attracting 50,000 visitors from the region, more than doubling the previous year's figures. This initiative is expected to contribute KSh15 billion to Kenya's economy through visitor spending.

The collaboration will combine KTB's marketing expertise with the airlines' extensive networks to enhance destination awareness and stimulate travel demand. Principal Secretary for Tourism Julius Bitok emphasised the importance of these partnerships in converting connectivity into tangible tourism growth. "Our objective is not simply to have more flights coming into Kenya; it is to ensure those flights carry more tourists who stay longer, spend more and experience more of what Kenya has to offer," he stated.

Emirates, which operates three daily flights between Dubai and Nairobi, will leverage its global reach to promote Kenya as a prime destination. A representative from Emirates highlighted the synergy between air access and destination marketing, aiming to convert awareness into bookings. Similarly, Qatar Airways will utilise its network to broaden Kenya's appeal to international travellers.

KTB CEO June Chepkemei noted that the MoUs signify a shift towards more commercially focused marketing strategies. "We are moving from visibility to conversion," she said, stressing the importance of turning interest into actual visits. The partnerships are part of Kenya's broader strategy to diversify its tourism markets and increase earnings, with a long-term goal of reaching KSh1 trillion in annual tourism revenue.

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