Kenya Tourism Board and Kenya Airways Forge Strategic Partnership to Boost North American Tourism
Nairobi, The Gulf Observer: The Kenya Tourism Board (KTB) and Kenya Airways (KQ) have entered into a strategic partnership aimed at increasing the North American source market by 11 percent by the end of the current financial year.
Under this collaboration, Kenya Airways has announced a 15 percent discount on published fares from the USA, Canada, and Mexico for bookings made between March 16 and May 16, 2025, with travel valid until November 30, 2025. This initiative follows a successful initial campaign phase from February 1 to March 15, 2025, which aimed to stimulate early bookings and leverage pent-up demand.
KTB CEO June Chepkemei expressed enthusiasm over the partnership, stating, “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. 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.”
According to the recently released tourism arrival numbers for 2024, the United States remained the leading source market, accounting for 12.8 percent of total arrivals, with 306,501 visitors—an increase of 28,342 from the previous year.
KTB’s integrated marketing strategy in North America has gained traction through targeted campaigns, niche marketing, content partnerships, and trade engagement, helping the board stay ahead of dynamic shifts in the tourism landscape. Successful initiatives in 2024 included roadshows in New York, Toronto, and Boston, as well as niche marketing campaigns focused on conservation, luxury, and group travel. Partnerships with tour operators were strengthened through platforms like the USTOA Marketplace in Los Angeles.
Kenya Airways’ Chief Commercial and Customer Officer, Julius Thairu, emphasized the airline’s commitment to promoting Kenya as an attractive and affordable destination for North American travelers. He stated, “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 travelers. 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.”
KTB is targeting key consumer segments, including upscale millennials and baby boomers from the US and Canada, who have a strong affinity for experiential travel, exploration, conservation, sustainability, and adventure.
The strategic partnership between Kenya Tourism Board and Kenya Airways is poised to strengthen Kenya’s position as a preferred travel destination, fostering increased tourist arrivals and revenue growth from North America.
