• Destinations

KTB and Kenya Airways Partner to Boost North American Tourism to Kenya KTB and Kenya Airways Partner to Boost North American Tourism to Kenya

In a bid to strengthen Kenya’s position as a leading tourist destination, the Kenya Tourism Board (KTB) and national carrier Kenya Airways (KQ) have entered into a strategic partnership aimed at increasing tourist arrivals from North America by 11% by the end of the financial year. This collaboration underscores the importance of the North American market, which remains one of Kenya’s top tourism source regions.

As part of the partnership, Kenya Airways is offering a 15% discount on published fares from the USA, Canada, and Mexico. The discounted fares are available for bookings made between March 16 and May 16, 2025, for travel completed by November 30, 2025. This follows a successful initial phase of the campaign, which ran from February 1 to March 15, 2025, and was designed to stimulate early bookings and capitalize on pent-up travel demand.

KTB CEO June Chepkemei expressed optimism about the partnership, highlighting its potential to build on the momentum of recent growth in the North American market. “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,” she said. Chepkemei noted that the US market accounted for 12.8% of total arrivals in 2024, with 306,501 visitors, an increase of over 28,000 compared to 2023. This growth reflects the region’s strong potential and the effectiveness of KTB’s integrated marketing strategies.

Chepkemei also emphasized the importance of targeted marketing efforts in North America, which include niche campaigns, content partnerships, and trade engagement. In 2024, KTB organized successful roadshows in cities like New York, Toronto, and Boston, while also running campaigns focused on conservation, luxury, and group travel. Partnerships with tour operators through platforms such as the USTOA Marketplace in Los Angeles further strengthened Kenya’s visibility in the region. The new partnership with Kenya Airways is seen as a natural extension of these efforts, aimed at converting interest into actual bookings and arrivals.

Kenya Airways Chief Commercial and Customer Officer Julius Thairu echoed these sentiments, stating that the airline is committed to making Kenya an attractive and affordable destination for North American travelers. “As the Pride of Africa, we are proud to work closely with key tourism stakeholders to grow tourist numbers from across the continent’s diaspora in North America. 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,” Thairu said. He added that the partnership is expected to facilitate increased arrivals and revenues, which are vital for the tourism sector.

The initiative targets key consumer segments, including upscale millennials and baby boomers from the US and Canada, who are known for their interest in experiential travel, conservation, and adventure. Additionally, KTB is focusing on the rapidly growing African American demographic in the USA, which represents a significant opportunity for African destinations like Kenya. This segment’s strong cultural and historical ties to Africa make it a promising market for tourism growth.

Kenya’s tourism sector has shown resilience and growth, with the North American market playing a pivotal role in driving arrivals. The partnership between KTB and Kenya Airways is expected to further enhance Kenya’s competitiveness in the global tourism arena by improving connectivity and affordability. For African travel agents, this collaboration offers an opportunity to tap into a lucrative market, leveraging the discounted fares and targeted campaigns to attract more North American travelers to Kenya.

With this strategic partnership, Kenya is poised to solidify its position as a top destination for North American tourists, offering unique experiences that combine adventure, conservation, and cultural exploration. The collaboration between KTB and Kenya Airways not only highlights the importance of partnerships in driving tourism growth but also reinforces Kenya’s commitment to maintaining its status as a premier travel destination.