Kenya is making a major move to attract more visitors from South Africa with a new strategic tourism marketing campaign. The initiative, led by the Kenya Tourism Board (KTB) in partnership with Thompsons Holidays, aims to establish Kenya as a top destination for South African travelers seeking beach, cultural, and safari experiences.
The campaign comes as tourism from African markets continues to grow, with Africa now accounting for roughly 42% of all tourist arrivals in Kenya. In 2024, arrivals from South Africa reached 39,700, a significant jump from 28,000 in 2022, demonstrating a clear opportunity for further growth.
The marketing campaign will use a 360-degree strategy, including:
- Digital Advertising: Targeted campaigns across online platforms.
- Influencer Collaborations: Partnering with key social media influencers to showcase Kenya’s appeal.
- Travel Agent Activations: Engaging with retail travel agents through workshops and incentives.
- Roadshows: Events in major cities like Cape Town, Durban, and Johannesburg to directly connect with potential travelers.
“We are excited to deepen our engagement with the South African and African travel markets,” said Allan Njoroge, Acting CEO of the Kenya Tourism Board. “This partnership with Thompsons Holidays and other strategic initiatives are key to making Kenya more appealing and accessible to millions of travelers on the continent.”
The campaign will highlight Kenya’s diverse coastal destinations, including Mombasa, Diani, Malindi, Watamu, and Lamu, along with world-class safari experiences in Tsavo and Amboseli. With direct flights from airlines like Kenya Airways and Jambojet, the campaign emphasizes affordability and convenience through competitively priced packages.
Thompsons Holidays will host a 5-night educational trip for top travel agents. This familiarization trip will allow agents to experience Kenya’s hospitality firsthand, boosting their expertise and confidence in selling the destination.
The campaign will also run in parallel with the upcoming Magical Kenya Travel Expo 2025, an event designed to connect tourism stakeholders from across Africa and beyond. The expo will serve as a crucial platform to showcase Kenya’s diverse attractions, build business partnerships, and drive more inbound travel, further solidifying Kenya’s position in the African market.