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The Tourism Industry in Kenya 2023

Charles Chinya | Kenya | 29 March 2023

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Report Coverage

This report focuses on the current state and outlook of tourism industry in Kenya including tour operators and travel agencies. It includes information on the country and its tourist attractions, notable players, developments and corporate actions. There is information on the state of the sector, arrivals and revenues and influencing factors such as input costs, government support and environmental issues. This report includes profiles of 11 companies including Muthaiga Travel, Natural World Kenya Safaris, Spirit of Kenya, Explorer Kenya Tours and Travel and Africa Flash MC Tours and Travel.

The Tourism Industry in Kenya

Kenya has been considered an attractive tourist destination for decades. Before the pandemic, over 2 million people visited Kenya annually, and tourism is a top foreign exchange earner alongside horticulture, tea and remittances. Tourist arrivals and revenue have recovered significantly and further recovery is expected. The government has recognised domestic tourism as an essential contributor to the growth of the sector, underpinned by the rising middle class and diversification of products that suit locals to entice them to travel locally.

Key Issues

Kenya’s safari and beach products have not been innovative to keep up with changing consumer needs and trends. Wildlife tourism is concentrated in seven parks which cater for 80% of total visitors. Available bed capacity is not well distributed and mostly concentrated in Nairobi, the coast and the Rift Valley. Kenya is perceived to be a security risk, although the number of incidents has been reducing. Tourism is also affected by regional political instability.

Attracting Tourists

Kenya has formulated several policy papers and strategies to grow the sector, although implementation is challenging. A new strategy launched in 2022 aims to reduce the country’s dependence on safari and beach tourism and calls for the development of health and medical tourism, community-based tourism, underutilised parks initiatives, business and conference tourism, heritage tourism, a premium parks initiative and the development of coastal beach management and resort cities.

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The Tourism Industry in Kenya 2023

Full Report

R 20 000.00(ZAR) estimated $1072.96 (USD)*

Industry Overview

R 14 000.00(ZAR) estimated $ 751.07 (USD)*

Table of Contents

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PAGE
1. INTRODUCTION 5
2. COUNTRY INFORMATION 5
3. DESCRIPTION OF THE INDUSTRY 9
3.1. Industry Value Chain 12
3.2. Geographic Position 13
3.3. Size of the Industry 14
4. LOCAL 16
4.1. State of the Industry 16
4.2. Key Trends 24
4.3. Key Issues 25
4.4. Notable Players 27
4.5. Trade 28
4.6. Corporate Actions and Developments 28
4.7. Regulations 31
4.8. Enterprise Development and Social Development 31
5. AFRICA 32
6. INTERNATIONAL 35
7. INFLUENCING FACTORS 38
7.1. Unforeseen Events 38
7.2. Economic Environment 38
7.3. Corruption and Governance 39
7.4. Crime 39
7.5. Labour 39
7.6. Environmental Issues 40
7.7. Technology, R&D, Innovation 41
7.8. Government Support 41
7.9. Input Costs 42
7.10. Cyclicality 43
8. COMPETITIVE ENVIRONMENT 43
8.1. Competition 43
8.2. Barriers to Entry 44
9. SWOT ANALYSIS 45
10. OUTLOOK 46
11. INDUSTRY ASSOCIATIONS 47
12. REFERENCES 47
12.1. Publications 47
12.2. Websites 48
APPENDIX 1 49
Summary of Notable Players 49
COMPANY PROFILES 53
Aanika Karibu Safaris 53
Africa Flash MC Tours and Travel Ltd 54
African Sermon Safaris Ltd 55
Discover Kenya Safaris Ltd 56
Expeditions Maasai Safaris Ltd 57
Explorer Kenya Tours and Travel Ltd 58
Kendirita Tours and Travel Ltd 59
Mufasa Tours and Travels 61
Muthaiga Travel Ltd 62
Natural World Kenya Safaris 64
Spirit of Kenya 65