Monday, October 7, 2024 Tourism fairs across Africa are poised for a significant transformation aimed at aligning with internationally recognized exhibitions. This strategic initiative seeks to attract top-tier buyers in the tourism sector, enhancing the continent’s competitiveness in an ever-evolving global landscape. To successfully reposition these fairs, there is an urgent need to address the fragmentation that has historically diminished the impact of African tourism presentations at trade shows.
The emphasis is shifting towards creating a cohesive approach that boosts visibility and appeal on a worldwide scale. The recent discussions held at a Nairobi venue underscored the urgency of these changes during the 14th Magical Kenya Travel Expo (MKTE), which took place at Uhuru Gardens. This year’s expo marked a resounding success, drawing participation from over 35 countries and welcoming more than 4,000 delegates, including 180 high-quality buyers from various regions.
As the host of MKTE, the Kenya Tourism Board (KTB) stressed the necessity for Africa to present a united front, learning from best practices established by global tourism fairs such as the World Travel Market (WTM) in London, the International Travel Bourse (ITB) in Germany, and the Outbound Travel Mart (OTM) in Asia. Furthermore, the KTB acknowledged that while healthy competition among African nations is advantageous, it should not hinder collaborative efforts aimed at bolstering the region’s global a.
