The Memoranda of Understanding (MoUs), signed on the sidelines of the ongoing Arabian Travel Market (ATM) tourism expo taking place in Dubai, will combine international air connectivity with targeted destination marketing campaigns designed to turn traveller interest into bookings and arrivals.
The Kenya Tourism Board (KTB) has set a target of 50,000 visitors from the Middle East, more than doubling the 20,480 arrivals recorded from the region in the 2025/26 financial year. Based on the Government’s indicative average contribution of approximately KSh300,000 per international visitor, achieving the 50,000-visitor target would represent an envisaged KSh15 billion contribution to Kenya’s economy through visitor spending.
Speaking at the signing, Principal Secretary for Tourism Prof. Julius Bitok said stronger aviation partnerships were essential to translating Kenya’s growing connectivity into measurable tourism growth.
“These agreements give us a stronger platform to convert connectivity into arrivals. Our objective is not simply to have more flights coming into Kenya; it is to ensure those flights carry more tourists who stay longer, spend more and experience more of what Kenya has to offer. The 50,000 Middle East target represents a significant opportunity for tourism earnings, businesses and communities across the country,” said Prof. Bitok.
The Emirates partnership will leverage the airline’s extensive international network and Dubai hub to expose Kenya to travellers from established and emerging source markets. Emirates currently operates three daily services between Dubai and Nairobi, giving Kenya increased access to travellers connecting through one of the world’s major international aviation hubs.
“Connectivity provides the pathway, but destination marketing creates the demand. Through this partnership, Emirates and the Kenya Tourism Board will jointly take Kenya’s tourism proposition to consumers and the travel trade, with the objective of converting awareness into bookings and bringing more travellers to Kenya.”
The partnership will further support joint trade and media familiarisation trips. Emirates will provide agreed air tickets for the programmes, while KTB will facilitate accommodation and ground-handling arrangements in Kenya.
The Qatar Airways partnership will similarly expand Kenya’s ability to reach international travellers through Doha and the airline’s extensive global network. A Qatar Airways representative said the partnership would help take Kenya’s tourism proposition to a wider international audience while supporting stronger conversion.
“Kenya has a compelling proposition for international travellers, from wildlife and conservation to the Coast, culture, adventure, wellness and business events. Working with KTB allows us to combine our global reach with targeted destination marketing and create greater demand for travel to Kenya.”
The partnership comes as Kenya seeks to diversify its source markets and attract higher-value travellers, including luxury travellers, families, short-break visitors, business travellers and MICE visitors.
KTB Chief Executive Officer June Chepkemei said the MoUs mark a shift towards more commercially focused destination marketing, with the Board increasingly measuring partnerships by their ability to generate actual travel demand.
“We are moving from visibility to conversion. The question is not simply how many people see Kenya; it is how many decide to book Kenya, fly to Kenya and spend their time and money in our destination. These partnerships give us the reach, connectivity and marketing platforms to make that conversion happen,” said Ms Chepkemei.
The partnerships are expected to strengthen Kenya’s presence in these markets while opening access to travellers beyond the Gulf through the global networks of Emirates and Qatar Airways.
The agreements also support Kenya’s wider ambition to increase tourism earnings. In 2025, the country generated approximately KSh500 billion in tourism earnings from 2.7 million international arrivals, and the Government is pursuing a trajectory towards KSh1 trillion in annual tourism earnings.
