Kenya, renowned for its stunning sandy beaches and diverse wildlife, continues to be a top global tourist destination, drawing millions of visitors each year. Tourism is Kenya’s second-largest source of foreign exchange, following agriculture, which contributes approximately 70 percent of the country’s Gross Domestic Product (GDP). However, the Covid-19 pandemic in 2020 severely impacted this vital sector, as Kenya, like the rest of the world, closed its borders to curb the virus’s spread.
Today, the sector is witnessing a promising recovery. Recent data from the Ministry of Tourism reveals that tourist arrivals in 2023 reached a record high of 2.09 million, showcasing a significant post-Covid resurgence. This recovery is attributed to the government’s proactive efforts to market Kenya as a premier destination for international travelers.
In 2022, international tourist arrivals were 1,483,752, a 70.45 percent increase from the 870,465 arrivals in 2021. The sector’s income grew from Sh146.51 billion in 2021 to Sh268.09 billion in 2022, marking an impressive 83 percent growth.
Naivasha, known for its conference tourism, is also seeing a steady influx of international tourists, revitalizing the local economy that suffered during the pandemic. Hotels and accommodations in the area report increasing bookings from visitors eager to explore attractions like Lake Naivasha, Hell’s Gate National Park, and the town’s rich cultural diversity.
Job Gatheru, marketing manager of Kentwood Cabins in Naivasha, highlights their multifaceted strategy to attract more tourists and boost the local tourism sector. The firm has invested heavily in online marketing, showcasing the unique features of their cottages and Naivasha’s natural beauty. Their marketing strategy includes promoting activities such as nature walks, bird watching, boat rides on Lake Naivasha, and visits to Hell’s Gate National Park.
By positioning Kentwood Cabins as a gateway to memorable adventures, Gatheru aims to attract tourists seeking authentic and enriching experiences, thereby contributing to the region’s tourism growth. Collaborations with local tourism authorities, travel agencies, and participation in tourism fairs and industry events have also helped broaden their reach and attract visitors preferring guided tours or package deals.
These concerted efforts by stakeholders in Naivasha and across Kenya are driving the tourism sector’s recovery, reinforcing Kenya’s reputation as a leading tourist destination in Africa.
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