MKTE 2018 Market Presentation Platform: Africa
Event Africa Contributor 03/10/2018 Industry Events
Day 1 of Magical Kenya Travel Expo 2018 saw the launch of the new feature, Market Presentation Platforms. The inaugural educational sessions unpacked both the US and Chinese Markets and today the sessions explore the African and Indian Markets.
The Africa Market Presentation will be happening at 11:00 in the Lenana/Abedare Foyer.
Africa is gradually emerging, not only as a tourism destination but also as a tourist source market for Kenya and beyond. The number of Africa-outbound market will reach 62 million by 2030, according to UNWTO. The African middleclass is also on the rise estimated at about 300 million out of a population of about one billion.
- There is little language barrier: in most parts of Africa, English is a common official language
- Accessibility: Kenya is easily accessible to many African markets by air and by road.
- Cultural distance: there is little or no cultural distance between Kenya the rest of Africa in terms of dressing, food, cultural practices, cultural values etc.
- The use of IDs and interstate passeshas make travel even more accessible, especially to East Africans
- Visa on arrival incentive
- Investment in select African markets over the past years is paying off
- Nairobi is more cosmopolitan, has hub status and social scenes with less or no racial undertones
Focus Markets: South Africa, Nigeria & East Africa
Consumer’s uptake of the destination are:
Awareness levels about Kenya are low – travellers and travel agents rarely see Kenya as a potential holiday destination because they currently do not know much about the country
The cost of a holiday and a trip to Kenya is the main concern for both travellers and travel agents. Travellers want to know that they will be able to afford everything during their trip. Travel agents find it hard to sell Kenya because it is too expensive especially compared to other competing destinations.
8% of the entire South African population has the propensity to travel, which is around round 6 million. The major cities by business and population are, Johannesburg, Durban and Cape Town. The majority of travellers to any destination from South Africa hail from Johannesburg, as much as 70%.
The traveller is looking for:
- Value for money; cheapest is not always best but what you get for your money should be recognisable.
- New experiences; cultural, culinary etc.
- “Brag factor” – if others, especially celebrities, are seen in Kenya on social media or on TV
- Ease of access from South Africa
The Nigerian consumer is a very impulsive and known for being a last-minute traveller that favours ease of access. Visa requirements are a key driver for the short breaks.
Across all segments in each market, affordability, availability, familiarity and recommendations are vital determinants of purchase into the Kenyan market.
See what other markets will be featured, here.