Kenya Eyes Indian Market Growth Through MICE and Film Tourism at Travel Tradeshow

by  EVENTFAQS Bureau Industry Watch | January 30, 2025 | News

Kenya Tourism Board Travel Tradeshow MICE and Film Tourism

The Kenya Tourism Board (KTB) recently hosted a travel tradeshow in India, bringing together 12 leading Kenyan travel companies to strengthen tourism ties. During the event, KTB highlighted that Meetings, Incentives, Conferences, and Exhibitions (MICE) and film tourism present the most promising opportunities to boost visitor numbers from India.

Indian travel agents at the tradeshow emphasized the need for Kenya to introduce incentives for filmmakers and group travelers to enhance the destination’s appeal. KTB is strategically targeting key Indian cities, including Ahmedabad, Bengaluru, and Kolkata, to tap into the growing demand for high-end and group travel. The roadshow featured prominent Kenyan travel brands such as Neptunes Hotels, Golden Holidays and Travel, Primate Tour, Atua Enkopo Africa, Blue Berry Travel, Safari Trails, Silverbird, and Somak Safaris.

Chetan Samani, Director of Cosmic Safaris, reinforced the importance of incentives in attracting more visitors. He noted a rising interest among Indian filmmakers in Kenya as a scenic filming destination, creating a valuable opportunity to boost the country’s visibility among Asian travelers.

Kenya has previously hosted nearly 80 international film productions, and data from the Indian film industry suggests that new filming locations often witness a 45% surge in tourist arrivals when a major Bollywood production is shot there.

KTB CEO June Chepkemei reported a strong post-pandemic recovery, with Indian arrivals increasing by 12.4% last year, reaching 106,863 visitors, up from 95,038 in 2023. While the iconic Masai Mara remains a top attraction for Indian travelers, KTB and its partners are working to showcase Kenya’s diverse tourism offerings to attract a wider audience.