NAIROBI, Feb. 11– Kenya Tourism Board (KTB), the country’s tourism marketing body, and the Tour Operators Society of Kenya (TOSK) on Sunday signed an agreement to push tourism growth in Kenya. KTB CEO June Chepkemei said the deal will see the two entities undertake collaborative marketing campaigns to showcase Kenya‘s diverse tourism offerings across all 47 counties and hidden gems beyond the traditional circuits. “This partnership formalizes and solidifies our long-standing collaborative efforts,” Chepkemei said in a statement issued in Nairobi, the capital of Kenya. “We have jointly undertaken numerous initiatives and programs, and we will continue to work together synergistically, as it is crucial for us to tap into the vast potential of Micro, Small, and Medium Enterprises (MSMEs) within the sector,” she added. According to data from the Ministry for Tourism, Kenya received 2.4 million foreign visitors and generated 350 billion shillings (2.7 billion U.S. dollars) in revenue from the tourism sector in 2024, making the industry a key source of foreign exchange earnings alongside tea, horticulture and diaspora remittances. “Our tour operators are at the forefront of promoting Kenya as a destination, therefore this pact creates a framework for us to work closely with TOSK, leveraging their expertise in identifying hidden gems across the country and beyond that, supporting upcoming entrepreneurs in the tourism sector,” Chepkemei said. The partnership will include collaborative marketing campaigns leveraging traditional and digital platforms to attract both domestic and international travelers to Kenya‘s diverse tourism offerings. The joint efforts will be key to sustaining the growth momentum and expanding Kenya‘s share of the global tourism market, Chepkemei said.
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