Kenya is intensifying its efforts to attract Indian tourists by leveraging the country’s booming film industry and the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. Indian travel agents are calling for Kenya to introduce incentives that will appeal to filmmakers and group travelers, which could significantly boost visitor numbers from the Indian market. These discussions took center stage at a recent travel trade show in India, organized by the Kenya Tourism Board (KTB) and attended by 12 Kenyan travel firms. The event provided a platform for industry experts to highlight the untapped opportunities in film and MICE tourism as key drivers for increased Indian arrivals.
Chetan Samani, Director of Cosmic Safaris, underscored the potential impact of the Indian film industry on Kenya’s tourism. He pointed out that filming is a major industry in India, and many inquiries are now centered around MICE tourism as well. He emphasized that leveraging these opportunities could significantly enhance Kenya’s appeal to Indian tourists. Historically, the filming of international movies in Kenya has led to a surge in tourist arrivals, with Bollywood productions, in particular, causing an increase of up to 45 percent in visitation. This demonstrates the strong influence of cinematic exposure in driving travel interest.
Kenya is strategically marketing itself in key Indian cities such as Ahmedabad, Bengaluru, and Kolkata in anticipation of the Outbound Travel Mart (OTM) set to take place in Mumbai from January 30 to February 1, 2025. This outreach is part of a broader initiative to tap into India’s growing segment of group and luxury travelers. India has already established itself as Kenya’s sixth-largest source market for tourists, and authorities are keen on strengthening this position further. The country’s pristine landscapes, diverse wildlife, and vibrant culture make it an attractive destination for Indian travelers, particularly those seeking unique filming locations and business travel opportunities.
According to KTB Chief Executive Officer June Chepkemei, Kenya has witnessed a remarkable rebound in Indian tourist arrivals since the pandemic. The number of Indian visitors grew by 12.4 percent last year, reaching 106,863 arrivals compared to 95,038 visitors recorded in 2023. This upward trend highlights the market’s potential for continued growth, especially if targeted incentives and marketing strategies are effectively implemented. Chepkemei noted that Kenya is keen on sustaining this momentum by offering tailored experiences that cater to Indian travelers’ preferences.
The push to attract more Indian tourists through film and MICE tourism aligns with Kenya’s broader tourism diversification strategy. The country aims to move beyond its traditional wildlife and beach tourism offerings by tapping into niche markets that present high-value returns. By fostering collaborations with Indian filmmakers, providing special packages for MICE travelers, and enhancing visa facilitation, Kenya can further solidify its position as a preferred destination for Indian visitors.
With India’s outbound travel market projected to grow significantly in the coming years, Kenya’s proactive engagement with Indian travel stakeholders could yield substantial gains. The combination of breathtaking scenery, a well-developed hospitality industry, and an openness to Indian cultural preferences makes Kenya an ideal location for both filmmakers and business travelers. As the country continues to strengthen its presence in the Indian market, the prospects for increased visitor numbers and economic benefits appear promising.
