Kenya’s tourism industry is set to benefit from renewed international collaboration, as diplomats from Asia and the Middle East pledged to support the country’s tourism marketing and positioning efforts. In a consultative forum organized by the Kenya Tourism Board (KTB) in partnership with the State Department for Foreign Affairs, foreign missions underscored their commitment to elevate Kenya’s visibility in their respective countries.
Speaking at the forum, Maram Makhamreh, Economic Counsellor at the Embassy of Jordan, emphasized the importance of marketing and bilateral cooperation. She noted that the recently signed tourism MOU between Kenya and Jordan opens a new chapter of collaboration that could increase tourist flow between the two countries. “Jordan received 6 million tourists with a population of 11 million. This shows what’s possible when tourism is well promoted,” she remarked.
Malaysia’s High Commissioner to Kenya, Ruzaimi Mohamad, expressed interest in making Malaysia a key departure hub for East African travel. He raised concerns over the planned suspension of AirAsia X direct flights between Kuala Lumpur and Nairobi, calling for dialogue with the airline to reconsider, particularly ahead of peak tourism seasons.
The diplomats highlighted opportunities in digital marketing, product diversification, and better air connectivity. Philippine Ambassador Marie Charlotte Tang urged Kenya to embrace social media influencers and tailor travel packages to Filipino tastes and budgets. She stressed that digital strategies could help Kenya capture the growing Southeast Asian outbound tourism market.
Australia’s Deputy High Commissioner, Chris Ellinger, pointed to the growing Visiting Friends and Relatives (VFR) segment, which accounted for 22% of arrivals in 2024. He also identified sports tourism as a niche worth developing to further strengthen Kenya’s destination branding.
The envoys supported broadening Kenya’s tourism offerings beyond traditional safari and beach experiences, proposing the promotion of globally significant institutions like the UN complex in Nairobi. With a combined population of nearly 5 billion, the Asia and Middle East regions represent vital emerging markets. The forum ended with a strong commitment to deepen partnerships and drive sustainable tourism growth for Kenya.
