Indian Travel Trade Seek Incentives for Large Groups and Filmmakers in Kenya

by Travel Mail
4 minutes read
Indian Travel Trade Seek Incentives for Large Groups and Filmmakers in Kenya

Kenya’s Strategy to Attract Indian Tourists and Filmmakers

Kenya is making strategic moves to entice Indian travel agents, filmmakers, and group travellers by offering potential incentives designed to increase visitor numbers. Recognizing the immense potential of India as a source market, the Kenya Tourism Board (KTB) recently hosted a high-profile travel trade event in India attended by 12 prominent Kenyan travel companies. The event highlighted Kenya’s aspirations to boost tourism by targeting key segments like Meeting Incentives, Conferences, and Exhibitions (MICE) and filmmaking.

Capitalizing on India’s Thriving Film Industry

Cosmic Safaris Director Chetan Samani said incentives would push more numbers to Kenya. “Filming is a big thing in India and inquiries on MICE are also what we need to leverage to woo this market,” said Chetan. For a while, he pointed out that the increasing interest among Indian filmmakers in shooting locations in the country has been noted. This, he added, was an opportunity for Kenya to enhance top-of-mind awareness of the destination among the Asian community.

Statistics reveal that film destinations typically witness a 45% surge in tourism arrivals when a major Bollywood production is shot there. This highlights the potential economic impact that fostering collaborations with Indian filmmakers could bring to Kenya.

MICE Tourism: A Growing Opportunity

Beyond the film industry, Kenya sees MICE tourism as a lucrative opportunity to attract large groups from India. The demand for corporate travel events and exhibitions has risen significantly, and Kenya’s picturesque locations provide an appealing backdrop for business events. The KTB’s concerted efforts to highlight Kenya’s diverse offerings could cement the country’s position as a premier MICE destination.

According to KTB CEO June Chepkemei, the market has recorded a tremendous increase in arrivals after the COVID-19 pandemic posting a 12.4% growth last year with 106,863 arrivals up from 95,038 visitors recorded in 2023.

Upcoming Outbound Travel Mart (OTM) in Mumbai

Kenya’s participation in the Outbound Travel Mart (OTM) from January 30 to February 1, 2025, at the Jio World Convention Center in Mumbai, signals a renewed commitment to capturing the Indian market. Companies such as Neptunes Hotels, Golden Holidays and Travel, Primate Tour, Atua Enkopo Africa, Blue Berry Travel, Safari Trails, Silverbird, and Somak Safaris are expected to showcase Kenya’s tourism potential to Indian stakeholders.

This strategic engagement aims to promote Kenya not only as a wildlife haven but also as a diverse travel destination suitable for luxury, adventure, and business tourism.

Masai Mara and Diversified Experiences

Panari Group Manager expressed his optimism that the marketing programs would further spur groups and MICE segments to consider Kenya amidst competition from other countries. “It is impressive that besides booking through destination marketing companies, groups, and MICE are also booking directly with the hotels who are also open to enhancing visitor experiences through safari tours,” said Asher.

Safari Seekers Africa General Manager, Jazeera Suwani called on Indian travel agents to package Masai Mara tailored holidays off the peak season besides including other destinations to the Mara itinerary. “We encourage Indian travellers to book in advance for the Mara migration or book off-season to fully get the wildlife experience that Masai Mara and other destinations across the country have to offer,” said Suwani. She added that Indian travellers needed more empowerment in destination knowledge for better engagement with potential travellers to Kenya.

Indian Travel Trade Seek Incentives for Large Groups and Filmmakers in Kenya

Magical Kenya Trail Series: A New Attraction

The recently launched Magical Kenya Trail Series, flagged off from Thomson Falls in Nyahuru, offers a fresh dimension to Kenya’s tourism landscape. By packaging unique experiences around natural landmarks, Kenyan hotels and tour operators are positioning themselves to attract high-end travellers and adventure seekers alike.

Building Direct Relationships with Indian Groups

A notable shift in the travel booking trend is the increase in direct bookings by Indian groups and MICE travellers with Kenyan hotels. This development underscores the growing confidence in Kenya as a reliable destination and the openness of Kenyan hospitality providers to tailor experiences for this market.

Conclusion

Kenya’s strategic initiatives to attract Indian filmmakers and group travellers hold great promise for boosting tourism. By leveraging the power of Bollywood and tapping into the growing demand for MICE tourism, Kenya is poised to strengthen its position as a top travel destination for Indian tourists.

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