By Staff Writer
The Kenya Tourism Board (KTB) is onboarding young tour operators on its promotional programs as it targets the growing young traveller segment.
KTB Chairperson Francis Gichaba says that tourism and travel are fast evolving, and the future of tourism depends on the younger generation who is between the ages of 25 and 45 years.
“Travel today is fast evolving, trends are showing that we now have an upcoming sizeable market of modern travellers between 25-45 years who are now visiting the country to participate in cultural festivals, adventure safaris, and Agro tourism among other activities.
We are keen to partner with the young tour operators running small businesses in the sector. These operators are digital natives and can easily relate to the new consumer needs,” Gichaba said.
He was speaking during a consultative stakeholder meeting with a section of startup tour operators in the country.
The meeting was hosted by KTB to explore and establish a strategic partnership between the Kenya Tourism Board and the Tour Operators Society of Kenya (TOSK) for the mutual benefit of both organizations.
The KTB Chairperson expressed optimism that the travel agents present most who were aged between 20-38 years, have not only proven their competence as key drivers of growth in the sector but are also willing to take advantage of opportunities presented by the government.
He said that the Kenya Tourism Board would invest in the young entrepreneurs by equipping them with relevant tools necessary for sustainable economic development as per the ‘Bottom Up’ economic agenda of the government.
“In the past, we have only been engaging with established businesses in the tourism sector under various bodies. We are now however come out of the beaten path to look at the future of tourism in this country which will depend on how we engage and interest the much younger, more engaged minds who are in this sector.” He remarked.
He thanked the tour operators for their role in showcasing Kenya’s tourism experiences to tourists adding that as a key stakeholder group in the tourism industry, it was critical that are supported and empowered to fully participate in the growth of the sector.
“By encouraging new businesses to come up, we are enabling the creation of employment opportunities for the Kenyan youth. It will be a model that ensures we are working together toward growing Kenya as a preferred tourism destination, which will effectively help us grow our visitation numbers to the projected 5.5 million by 2028.”
The forum brought together professionals from the Tour Operators Society of Kenya (TOSK) which comprises small and medium enterprises and startups Tour Operators.
On her part, East Africa Luxury Travel founder, Rosellyn Mugambi, stated: ” We are seeing a trend whereby a traveller wants to experience the soul of a destination which is brought about by the authentic experiences of day-to-day Kenyan lifestyle. It could be as a fashion designer; I want to explore the local fabrics or jewellery used so that I can incorporate them back home. Therefore, we cannot be limited as to what we offer but should respond to varied interests.”
Globally, travel agencies’ importance has become even more pronounced as bookings made through intermediaries become increasingly significant in tourism’s evolution and growth, especially among young travellers.
According to data, 200 million global tourists are Millennials, and they spend US$180 billion on travel every year – providing an opportunity for Kenya to tap into and benefit from this market through tour operators.