Kenya Tourism Board (KTB) has launched a serious marketing campaign aimed at winning more South Africans into visiting the country.
Dubbed, Asambe-e Kenya, the campaign provides KTB an opportunity to showcase the best that Kenya has to offer to South Africans and to the international community.
Speaking during the launch at continental travel show INDABA in Durban, Kenya Tourism Board Chief Executive, Betty Radier indicated that South African market provides a huge significance for KTB due to its huge population.
South Africa has a population of 52 million people with over 8 per cent of this market (6 million people) being regular international and regional travelers.
Furthermore, over 70% percent of international travellers hail from Johannesburg with the balance from Cape Town and Durban.
Travel to Kenya from South Africa is 32 percent business with the balance of 68 percent on leisure travel to Kenya.
Moreover, South Africa has achieved steady growth in its GDP since the mid-90s and was recently overtaken by Nigeria, making it the second largest GDP in Sub-Saharan Africa.