Indian travel agents are urging Kenya to offer incentives for filmmakers and group travelers to boost the number of visitors to the country. This discussion took place at a travel tradeshow in India organized by the Kenya Tourism Board (KTB), attended by 12 Kenyan travel trade companies. It was emphasized that MICE (Meetings, Incentives, Conferences, and Exhibitions) and filmmakers are key segments for attracting Indian tourists.

Chetan Samani, Director of Cosmic Safaris, stated, “Incentives would push more numbers to Kenya. Filming is a big thing in India and inquiries on MICE are also what we need to leverage to woo this market.”

A considerable interest has been noted among Indian filmmakers about potential shooting locations in Kenya, presenting a great opportunity to improve Kenya’s visibility in the Asian market. According to previous records, almost 80 international films have been shot in Kenya, with the Indian film industry revealing that new film destinations see, on average, a 45% increase in arrivals when a notable Bollywood film is produced there.

Kenya is actively promoting itself in major Indian cities like Ahmedabad, Bengaluru, and Kolkata, as it prepares for the annual Outbound Travel Mart (OTM) in Mumbai from January 30 to February 1, 2025. Notable companies participating in the roadshow include Neptunes Hotels, Golden Holidays and Travel, and Safari Trails.

Additionally, June Chepkemei, the CEO of KTB, noted a significant rise in arrivals post-COVID-19, achieving a 12.4% growth last year, with arrivals climbing from 95,038 in 2023 to 106,863. The allure of Masai Mara continues to draw Indian travelers, but renewed marketing efforts to showcase diverse experiences are crucial.

General Manager Asher of Panari Group expressed optimism that Kenya’s marketing initiatives would enhance consideration for groups and MICE segments even amidst stiff competition from other destinations.

The recently launched Magical Kenya Trail Series has contributed exciting new experiences for prospective travelers. Jazeera Suwani of Safari Seekers Africa advised Indian travel agents to create Masai Mara holidays outside of peak season to better engage travelers and maximize the wildlife experience.