MKTE 2018 Market Presentation Platform: Europe

Event Africa Contributor 05/10/2018 Industry Events
mkte 2018

Day 2 of Magical Kenya Travel Expo 2018 saw the unpacking of African and Indian Markets in the  Market Presentation Platform sessions. Today the sessions explore the European and Australian Markets.

Europe is Kenya’s top tourism source market by region as it contributed 36% of arrivals to Kenya in 2017.

The number one tourism source market for Kenya in Europe is the United Kingdom (UK). The UK is actually Kenya’s second biggest tourist source market after the United States of America. In 2017, arrivals from the UK grew by 11.1 percent to 107,078 tourists.

The growth in the performance of the UK market is attributable to a stronger destination brand following positive visibility and endorsement from recent global recognitions, visitation by high profile individuals and conferences held in Kenya.

Other tourist source markets of focus within Europe for Kenya include Germany, Italy, France, the Netherlands and Spain.

The German market is ranked at position six (6) and is among the resilient source markets into Kenya.

Below is a table on how these markets performed in 2017:

Country 2016 2017 Percentage Growth/Decline
Germany 43,502 49,247 13.2
Italy 35,953 45,018 25.2
France 20,416 22,126 8.4
Netherlands 16,504 18,808 14.0
Spain 10,949 15,335 40.1

There is a positive outlook in the performance of these markets, despite the fact that Kenya is considered a long-haul destination from these markets. Improved air connectivity, as well as market presence have facilitated this growth.

Travellers from Europe look to Kenya as a destination for wildlife & safari, beach, adventure and special occasions. While tourists from the UK love sightseeing, German travelers prefer to experience local food and relaxation by the beach.