Kenya banks on emerging markets to grow tourism

KTB is faced with the challenge of meeting these emerging trends, most of which are in the traditional markets.

Mr Riungu said visitors from certain markets have also changed shopping preferences.

‘Staycation’ (stay at home vacations) have become popular in Europe as individuals or families opt to stay home or take trips near their home, or the region.

This form of travel became popular during the financial crisis and is continuing in Europe as the value of the euro depreciates, making holidays overseas significantly expensive.

“The weakening of the euro is not good for the country, as it could be seen as expensive destination,” says KTB chairman, Jake Grieves-Cook.

The French now travel on debit while the Germans have reduced frequency.

Last-minute bookings are a product of budget squeeze and a way of pushing for best deals.

Previously travellers booked for as long as 10 months; they have reduced to as late as two months.

Major culture

Rates have been going down thanks to feverpitch competition and preference for increased exclusivity.

Mr Grieves-Cook says the woes notwithstanding, holidaying was still a major culture in these markets.

“Overseas holiday is key for some of these people so they will travel, though to destinations they are sure of,” he said.

According to the UNWTO World Tourism Barometer of April 2010, international demand is regaining momentum since the last quarter of 2009, when arrivals increased by two per cent after 14 months of negative results.