The Kenya Tourism Board (KTB) has set its sights on Brazil and the wider South American market as key frontier regions to diversify and expand visitor source markets beyond the country’s traditional strongholds.
This comes as the marketing agency looks to make inroads into Latin America by participating at the International Luxury Travel Market (ILTM) taking place in Sao Paulo this week.
The four-day event that commenced on Monday and runs through May 8th will see KTB showcase the best of Kenya’s tourism offerings to influential buyers and travel specialists from key markets including Brazil, Mexico, Argentina, and beyond.
Commenting on the expo, KTB CEO June Chepkemei said: “Our participation in ILTM Brazil represents a strategic pivot towards the Latin American market, which offers tremendous potential for Kenya’s tourism sector. With Brazilian tourists alone spending approximately $6.5 billion abroad annually, we are positioning Kenya as the premier destination for luxury travellers seeking authentic wildlife experiences, cultural immersion, and sustainable tourism options.”
KTB will conduct several pre-scheduled appointments with top Latin American buyers during the event, providing a platform to showcase Kenya’s diverse tourism offerings and forge crucial partnerships to grow arrivals from the region.
To further strengthen Kenya’s position in the Latin American market, KTB is implementing a multi-faceted approach, including an aggressive drive to attract luxury tour operators to the Magical Kenya Travel Expo (MKTE) 2025, targeted training programs for major tour operators and plans for future familiarization trips to boost destination awareness among key travel professionals in the region.
“Brazilian arrivals to Kenya increased by 27% between 2023 and 2024, from 3,260 to 4,145 visitors. This growth trajectory confirms our market research that Latin American travellers are increasingly looking beyond traditional destinations to discover authentic experiences in Africa. We are particularly excited to showcase iconic experiences like the Amboseli National Park, which we have found resonate strongly with Brazilian travellers seeking authentic African experiences,” Chepkemei said.
The Board’s participation in ILTM Latin America is part of a comprehensive market diversification strategy aimed at reducing overreliance on traditional source markets in Europe and North America, as Kenya seeks to capture more segments of what the global tourism landscape has to offer.
Latin America, with its growing middle and upper class, is estimated to have a combined population of approximately 664 million people who are traveling more frequently with increasing disposable income and appetite for exotic, meaningful travel experiences. The high-spending Latin American traveller also tends to stay longer and spend more per visit compared to some traditional markets, making them particularly valuable for Kenya’s tourism economy.
“We have observed that travellers from Latin America typically book longer itineraries of 10-14 days, often combining Kenya with another African destination. This creates excellent opportunities for comprehensive experiences across our diverse tourism products, benefiting more communities and businesses within our tourism ecosystem,” added Chepkemei.
The International Luxury Travel Market is Latin America’s premier luxury travel trade event, attracting high-end travel buyers and suppliers from across the globe. The 2024 edition featured 430 exhibitors from over 60 countries and 430 buyers from across 50 cities in 9 Latin American countries, making it an ideal platform for Kenya to showcase its luxury tourism offerings.
KTB is exploring potential joint marketing activities with key tour operators who are already successfully promoting African destinations, while strategically participating in regional travel shows to establish stronger connections with specialized Kenya sellers in Latin America.
In reaffirming Kenya’s commitment to captivating more Latin American tourists, Chepkemei expressed confidence in the destination’s allure and its potential to forge lasting partnerships that will shape travel decisions for generations to come.
“We are also encouraging travel professionals to undertake the Magical Kenya Travel Specialist program to build their expertise and confidence in selling our destination, much as we have seen success with agents who have visited Kenya on familiarization trips,” the KTB CEO affirmed.
