MKTE 2018 Market Presentation Platform: USA

Event Africa Contributor 02/10/2018 Industry Events
mkte 2018

A new feature has been introduced for MKTE 2018, Market Presentation Platforms. These educational sessions will give exhibitors an opportunity to learn more about the needs of particular source markets and help exhibitors tailor their offering.

These insights will be followed by introductions to all the Hosted Buyer representatives from the featured markets. This area is located in the Lenana foyer, next to the Tour Operators section of the show.

The first featured market occurring on Day One between 12:00 and 13:00 is The United States of America (USA).

The USA is Kenya’s leading tourism source market with a market share of 11.8% as at December 2017. Tourist arrivals from the US market grew by 17% from 97,883 in 2016 to 114,507 in 2017.

Fourty-eight American companies and international organizations have their regional hubs in Nairobi. They include the United Nations, the World Bank, the International Monetary Fund, Coca Cola, Microsoft, Google, IBM, General Electric, and Pfizer among other organizations.

It is noteworthy that the US market is currently one of the world’s best-performing outbound markets according to the World Travel Monitor. According to the United Nations World Tourism Organisation (UNWTO), the US is the world’s second largest tourism source market after China.

The priority products in Kenya that are being promoted in the US market include wildlife & safari, adventure, culture & heritage and special occasions (anniversaries, birthdays, graduations). Tour operators offering Kenya have indicated that clients generally book multi-day safari itineraries from 10 – 14 days which cover at least three regions that include Maasai Mara. Combination itineraries including both Kenya and Tanzania are the top sellers.  The Kenya packages range from $3,000 – $8,000 per person excluding international flights. Accommodation is usually in 4 star or higher hotels/lodges.

The significance of the U.S and Canada as tourism source markets for Kenya is set to be even more enhanced with the soon-to-be launched inaugural direct flight from Kenya to the USA on the 28th October 2018. This is following Kenya’s approval for Category One status by the US Federal Aviation Administration (FAA) in April 2017 as well as the upgrading of Nairobi’s Jomo Kenyatta International Airport (JKIA) to the status of a Last Point of Departure.Kenya Airways (KQ) will be operating daily non-stop flights from JKIA to New York’s JFK International Airport.

The scheduled US direct flights by KQ are expected to stir consumer demand for Kenya holidays hence increase tourist arrivals significantly. This is especially considering that the flight will boost Kenya’s global profile as a tourism destination by providing a shorter, quicker and more affordable connection for tourists coming to Kenya. With the introduction of the direct flight, the time it takes to fly to Kenya from North and South America will be drastically reduced from approximately 24-hours to 14-hours. Each flight will ferry 234 passengers; thirty on premier world and 204 on economy class.

The flight will also have a direct impact on the Kenyan economy as it is expected to generate direct and indirect employment opportunities by boosting trade between Kenya and the US, both in terms of goods and services. The direct flight will facilitate direct cargo shipment of Kenya’s exports such as its flowers, tea, and coffee as well textiles and apparels by air, directly to the US market.

See what other markets will be featured, here.