The Kenya Tourism Board (KTB) is leveraging on public-private partnerships to enhance Kenya’s adventure tourism sector.
KTB CEO June Chepkemei highlighted the resilience and potential of adventure tourism to attract visitors and support local communities.
“Adventure tourism has demonstrated resilience and potential to attract more visitors into the country thanks to its adaptability and broad economic benefits that support local communities,” Chepkemei noted.
She emphasized the sector’s growth, resilience, and its role in local economic support, especially post-COVID-19.
Chepkemei also pointed out Kenya’s diverse tourism experiences beyond its renowned beach and wildlife attractions.
She emphasized the potential of promoting eco-friendly safaris, birding, hiking, and water sports during off-peak seasons to spread out visitors and revenues, benefiting the broader economy and local communities.
The remarks were made during the inaugural meeting of the Kenya Adventure Tourism Product Club, a platform established by KTB for collaboration in packaging and promoting Kenya’s adventure tourism offerings.
The club includes members from both private and public sectors, encompassing experiences such as running, kitesurfing, mountain climbing, trekking, canyoning, and abseiling.
The club aims to promote adventure tourism in Kenya by uniting product owners and stakeholders to position adventure experiences as a key tourism niche with significant growth potential.
The global adventure tourism market, valued at over $450 billion, presents tremendous opportunities, especially as the sector rebounds globally.
A recent study by the Adventure Travel Trade Association (ATTA) highlighted the growing interest in adventure travel among younger generations like Gen Z, who tend to travel independently.
Chepkemei urged stakeholders to inclusively target this demographic to tap into this growing market.
She also encouraged stakeholders to adopt best practices and embrace innovation by learning from successful models such as the Adventure Travel World Summit, which attracts over 800 delegates annually.
The establishment of the Kenya Adventure Tourism Product Club and the emphasis on public-private partnerships signify KTB’s commitment to positioning Kenya as a leading adventure tourism destination, fostering sustainable economic growth and community support through innovative tourism initiatives.