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In a significant move to bolster Kenya’s position as a top global tourism destination, the Kenya Tourism Board (KTB) and the Tour Operators Society of Kenya (TOSK) have signed a groundbreaking partnership agreement. the collaboration will focus on joint marketing initiatives aimed at showcasing Kenya’s diverse tourism offerings, with an emphasis on promoting lesser-known destinations across the country’s 47 counties.
The announcement made on Thursday, 6th February 2025 stated the new partnership is poised to strengthen both traditional and digital marketing strategies, targeting both domestic and international tourists. A key component of the collaboration will be to highlight Kenya’s untapped destinations, reaching new audiences through specialized marketing initiatives in niche tourism sectors.
KTB CEO, June Chepkemei, speaking at the signing ceremony in Nairobi, described the partnership as a “game-changer” for the Magical Kenya brand. She noted that the agreement opens new pathways for the growth and promotion of the country’s tourism sector, with particular attention given to fostering innovation and supporting small businesses within the industry.
“This partnership not only formalizes our long-standing collaborative efforts, but it also presents new opportunities to leverage the potential of Micro, Small, and Medium Enterprises (MSMEs) in the tourism space,” Chepkemei said. “Our tour operators are vital in promoting Kenya as a destination, and this agreement will help us work more closely with TOSK to uncover hidden tourism gems and support the next generation of entrepreneurs in the sector.”
The partnership comes as Kenya celebrates a record 2.3 million tourist arrivals in 2024. KTB’s CEO highlighted that this collaboration will be pivotal in sustaining the momentum and further increasing Kenya’s share of the global tourism market.
“As we continue to advocate for better infrastructure, new products, and more robust marketing, it’s important to acknowledge the tremendous growth in the sector in recent years. Much of this success is due to the efforts of TOSK members, particularly in promoting destinations beyond the well-trodden paths,” Chepkemei remarked.
KTB and TOSK’s agreement also outlines several key initiatives, including destination promotion through roadshows and familiarization trips. Additionally, the two organizations will collaborate on initiatives to highlight lesser-known destinations and niche tourism offerings across Kenya’s counties.
The partnership will also include a focus on capacity-building programs for TOSK members, helping to improve service delivery, build skills, and support MSMEs in line with the government’s Bottom-Up Economic Transformation Agenda (BETA).
Sustainable tourism practices, the establishment of tourism information centers at key entry points, and joint advocacy for favorable tourism policies will also form part of the agreement.
TOSK Chairperson Daniel Mbugua expressed optimism about the partnership’s potential, particularly for MSMEs and tour operators in Kenya.
“This partnership marks a major milestone, especially for MSMEs. While KTB works on promoting Kenya globally, our role is to turn that marketing into actual sales and increased bed nights, ultimately helping us reach our ambitious targets,” Mbugua said.
KTB and TOSK have a history of collaboration, having previously worked on initiatives aimed at onboarding young tour operators and assisting them in packaging and marketing Kenya as a destination for diverse market segments.
