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Travel and Tourism in Kenya to 2017

Kenya tourism market: New market research published

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2014-02-25 09:31:03 - Travel and Tourism in Kenya to 2017 - a new market research report on

Kenyas tourism operators relaxed following the relatively peaceful presidential elections in March 2013. In late 2007, violence in the wake of the elections severely curtailed tourism in the country until recently. The sector has recovered significantly and the outlook is now bright; leading foreign hotel groups are showing a renewed interest in establishing operations in the country and expanding existing ones. Since the violence-related decline of 2008, inbound tourism has recovered with positive growth rates. Inbound arrivals increased from 1.2 million in 2008 to an estimated 1.9 million in 2012, rising at a CAGR of 12.56. Over the forecast period, international arrivals are expected to swell to 2.4 million by 2017, an increase at a CAGR of 5.09%.

Key Highlights

• Domestic



tourist volume increased from 35.6 million trips in 2008 to 53.7 million in 2012 at a compound annual growth rate (CAGR) of 10.80%. Volumes are expected to expand over the forecast period to reach 68.4 million by 2017, increasing at a CAGR of 4.95%. Domestic tourism demand will be stimulated by the growth of the middle class, as well as government efforts to reduce sector dependence on inbound tourists.

• Domestic tourism expenditure increased from KES70.8 billion (US$1.1 billion) in 2008 to KES115.9 billion (US$1.3 billion) in 2012 recording a CAGR of 13.10%. Transportation held the largest share of the total expenditure in 2012, followed by accommodation and foodservice. Foodservice achieved the highest CAGR of 13.86% during the review period followed by accommodation and retail at 13.64% and 13.09% respectively.

• Despite a consistent rise in the size of the middle class, domestic tourism has yet to massively flourish, mainly due to the high cost of domestic travel. The accommodation available in key tourist destinations is chiefly geared towards international travelers seeking luxury; there is a lack of budget and midscale accommodation.

• Leisure remains the primary purpose of inbound tourism. The number of business travelers rose to a higher CAGR of 27.59% during the review period compared to the 7.57% CAGR of leisure travelers. In the forecast period, international business arrivals are set to increase at a CAGR of 5.65% while leisure is expected to increase at a CAGR of 3.92%.

• Aviation activity in the domestic sector is thriving, especially since Kenya Airways returned to the domestic market. Major activity has been recorded in routes connecting Nairobi with Eldoret, Kisumu, Mombasa and Malindi. Low-cost carriers (LCC) like FastJet, which acquired a 49% stake in Fly540, are extremely ambitious on domestic routes, offering fares as low as US$20 to connect cities in the region.

• The room occupancy rate increased from a low of 32.20% in 2008 to 46.3% in 2012. Predicted growth in tourist inflows will result in the occupancy rate rising to 47.5% in 2017.

• The utilization rate improved from 72.0% in 2008 to 75.2% in 2012, and is expected to increase to 76.3% by 2017. Tours to safari parks form a key part of the car rental services portfolio. Due to the seasonal nature of safari tours, car rental companies have under-utilized capacity of four-wheel-drives.

• In the review period the market value of travel intermediation increased from KES18.6 billion (US$281.4 million) in 2008 to KES28.4 billion (US$341.7 million) in 2012, increasing at a CAGR of 11.18%. In 2012, domestic trips held a larger share of the market value compared to international trips.

Report Scope

This report provides an extensive analysis related to tourism demands and flows in Kenya:

• It details historical values for the tourism sector in Kenya for 2008–2012, along with forecast figures for 2013–2017
• It provides comprehensive analysis of the travel and tourism demand factors with values for both the 2008–2012 review period and the 2013–2017 forecast period
• The report makes a detailed analysis and projection of domestic, inbound and outbound tourist flows in Kenya
• It provides employment and salary trends for various categories of the travel and tourism sector
• It provides comprehensive analysis of the airline, hotel, car rental and travel intermediaries industries with values for both the 2008–2012 review period and the 2013–2017 forecast period

Reasons to Buy

• Take strategic business decisions using historic and forecast market data related to the travel and tourism sector in Kenya
• Understand the demand-side dynamics within the Kenyan travel and tourism sector, along with key market trends and growth opportunities
• Identify the spending patterns of domestic, inbound and outbound tourists by individual categories
• Analyze key employment and compensation data related to the travel and tourism sector in Kenya

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