KTB bets on data analytics to drive Kenya’s five million tourist target

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The Kenya Tourism Board (KTB) is shifting to a data-driven marketing strategy as it seeks to increase international visitor arrivals to five million by the end of 2027, betting that consumer insights and analytics will improve the country’s competitiveness in the global tourism market.

KTB Chief Executive June Chepkemei said the agency is increasingly relying on visitor data and consumer demand intelligence to identify priority markets, tailor marketing campaigns and connect Kenyan tourism businesses with international buyers more effectively.

“Every element of this year’s Magical Kenya Travel Expo programme, from the buyer selection to the seminar agenda, is informed by data and consumer demand intelligence,” Ms Chepkemei said during the launch of the 16th Magical Kenya Travel Expo (MKTE) in Nairobi.

“We know what the interests of our visitors are and what it takes to convert interest into arrivals. Our marketing campaigns, both domestic and international, are built on that evidence.”

The data-led approach comes as destinations worldwide increasingly use analytics, artificial intelligence and digital tools to understand traveller behaviour, personalise marketing and improve conversion rates amid growing competition for international tourists.

KTB says this year’s MKTE, scheduled for October 6–8 at Uhuru Gardens, will also focus on how artificial intelligence, big data, digital payments and smart destination technologies can accelerate tourism growth and improve visitor experiences.

The expo is expected to attract more than 10,000 delegates from 40 countries, over 400 exhibitors and 250 international buyers, providing a platform for tourism businesses to secure new partnerships and expand Kenya’s presence in global travel markets.

The agency expects the use of data-driven marketing, alongside expanded air connectivity and visa reforms, to support growth in tourist arrivals and tourism earnings as Kenya pursues its long-term tourism expansion strategy.