Kenya is seeking to use Emirates’ international passenger network to bring more tourists into the country as the tourism sector looks beyond traditional source markets.
The Kenya Tourism Board (KTB) and Emirates have signed a partnership agreement to jointly market Kenya in markets served by the Dubai-based airline, with the focus on turning international travel demand into actual visits.
The agreement was signed on the sidelines of the Arabian Travel Market in Dubai on September 17, as Kenya pushes to increase its share of the global tourism market.
Rather than simply promoting Kenya as a destination, the partnership will involve joint campaigns, engagement with tour operators and travel agents, and familiarisation trips for travel industry players and media.
The arrangement gives Kenya access to Emirates’ extensive international network, allowing the tourism board to promote the country to travellers connecting through Dubai and other markets served by the airline.
Emirates said Nairobi is among its five busiest gateways in Africa, with significant passenger traffic coming from the United Kingdom and Europe as well as the United States.
The partnership therefore comes as Kenya attempts to convert its growing air connectivity into higher tourist numbers rather than relying mainly on awareness campaigns.
The latest deal will see Emirates and KTB explore campaigns in both established and emerging markets, alongside programmes targeting travel agents and tour operators.
KTB chief executive June Chepkemei said the partnership would help expand Kenya’s reach internationally, while Emirates’ senior vice-president of commercial operations Adil Al Ghaith said Nairobi remains an important gateway on the airline’s African network.
“This collaboration reflects our shared commitment to promoting Kenya as a leading, diverse and unforgettable destination, while supporting the continued growth of inbound tourism and the many communities that benefit from it,” said June.
The deal is part of a broader push by Emirates at this year’s Arabian Travel Market, where the airline signed or renewed more than 30 partnerships with tourism authorities and other organisations across several regions.
For Kenya, the immediate challenge will be converting the additional exposure into bookings, arrivals and spending across the tourism economy.
The government has previously identified improved air access and destination marketing among factors supporting the sector’s recovery and expansion.
The Emirates partnership will also support trade and media familiarisation programmes, with the two sides expected to work with tourism operators to showcase Kenya’s attractions and experiences.
The agreement comes a year after Emirates marked three decades of flying to Nairobi, giving the airline an established presence in Kenya’s travel market.
