NAIROBI — Diplomats from Asia and the Middle East have pledged to help put Kenya firmly on the map as a leading global travel destination, backing new plans to market the country to their home nations.
Speaking at a closed-door forum hosted by the Kenya Tourism Board (KTB) and the State Department for Foreign Affairs, ambassadors laid out strategies to drive up visitor numbers ranging from better air connections to tailored travel packages.
“There is untapped potential,” said Maram Makhamreh, Economic Counsellor at the Jordanian Embassy. “Jordan alone received 6 million tourists last year. With the right partnership, we can promote Kenya as a twin destination.”
Makhamreh referred to a recent agreement between Jordan and Kenya, signed to ease cooperation and promote tourism between the two nations. She said the memorandum of understanding creates room to jointly package attractions, from Jordan’s ancient Petra to Kenya’s wildlife and beaches.
The event comes at a time when Nairobi is being spotlighted as one of 2025’s top travel destinations yet Kenya still trails behind global tourist giants in terms of visitor numbers from Asia and the Middle East. Together, these regions represent a market of nearly five billion people.
Airlines and Access
But challenges remain. The looming suspension of direct AirAsia X flights from Kuala Lumpur to Nairobi, expected in September, was a key concern.
“It’s a worry,” said Ruzaimi Mohamad, Malaysia’s High Commissioner to Kenya. “The decision was made on current demand, but it overlooked upcoming peak travel periods.” He promised to hold talks with the airline in a bid to reverse the move.
Mohamad also pointed to Malaysia’s potential role as a regional gateway for Asian travellers heading to East Africa. A stronger link, he said, could position Nairobi as a key stopover for long-haul tourists.
New Markets, New Messages
The diplomats urged Kenya to rethink its marketing approach.
Philippine Ambassador Marie Charlotte Tang highlighted the power of digital tools especially social media and influencers as the best way to speak to younger travelers.
“There’s real interest among Filipinos,” she said. “But they need packages that are affordable and culturally familiar.”
Tang added that storytelling about Kenya’s diverse offerings from safaris to the UN headquarters in Nairobi could appeal to a broader audience, especially those in development and diplomacy.
Chris Ellinger, Australia’s Deputy High Commissioner, pointed to sports tourism and family visits as growth areas. He cited data showing that Visiting Friends and Relatives (VFR) accounted for 22% of Kenya’s arrivals last year, ranking just behind leisure and business travel.
A New Strategy for Kenya
June Chepkemei, the CEO of KTB, said the meeting marked a turning point in Kenya’s approach to foreign tourism.
“We know a blanket strategy no longer works,” she told attendees. “Each market needs a tailored message one that resonates culturally and emotionally.”
She also called on diplomats to encourage investors in their home countries to look at Kenya’s tourism sector. The government offers incentives like tax exemptions and support for strategic projects, she said.
The forum forms part of a broader effort by KTB to build on Kenya’s existing diaspora and diplomatic links. Its ongoing “Ziara Kenya: One Diaspora, One Tourist” campaign encourages Kenyans abroad to act as informal ambassadors—urging friends and colleagues to visit the country.
As Nairobi eyes more visitors from Asia and the Middle East, the success of these efforts may hinge not only on policy and partnerships, but also on the ability to tell Kenya’s story in new, more compelling ways.
