The Kenya Tourism Board (KTB) has signed Memoranda of Understanding (MOUs) with Emirates and Qatar Airways. The airlines will work collaboratively with the KTB and Principle Secretary for Tourism, Julius Bitok, to promote Kenya as a tourism destination across their networks. The MOUs do not however include any plans for either airline to increase their program of flights to Kenya.
What Has Been Agreed?
The MOUs were signed at the ongoing Arabian Travel Market tourism expo in Dubai.
The expo allows for representatives of national governments and commercial groups to meet, and discuss future plans to improve their connectivity.
These particular agreements will see the two Middle Eastern airlines increase the advertising programs linked to their Kenyan services, with the aim of marketing the country as a holiday destination for fliers across their global networks.
Kenya’s Principle Secretary for Tourism, Julius Bitok, said:
“These agreements give us a stronger platform to convert connectivity into arrivals.”
This signals a shift in focus from the KTB towards global marketing, instead of prioritising the establishment of new routes in and out of the country.
Why Have the Airlines Agreed to This?
The KTB has set an ambitious long-term goal of 50,000 annual visitors from the Middle East. This is over twice the number of visitors Kenya received from the region in the 2025-26 financial year.
Previous estimates of the average spending by tourists in the country suggests that meeting this goal would bring an extra 15 billion Kenyan shillings into the economy each year (roughly $120 million).
It is also hoped that this figure may prove to be an underestimation, if the new tourists decide to stay for longer periods than the current average.
Bitok has said that:
“Our objective is not simply to have more flights coming into Kenya; it is to ensure those flights carry more tourists who stay longer.”
By prioritising the growth of their Kenyan services, Emirates and Qatar Airways would be best placed to benefit from the increased number of fliers.
A Qatar Airways spokesperson has said that:
“Working with KTB allows us to combine our global reach with targeted destination marketing and create greater demand for travel to Kenya.”
The airlines would have to decide at a later date whether any growth in Kenyan tourism would be sufficient to justify an increase in the number of flights to the country they offered.
What Services Currently Fly to Kenya?
Emirates has offered services between its hub at Dubai International Airport (DXB) and Jomo Kenyatta International Airport (NBO), Nairobi since 1995, and has spoken regularly about its strong relationship with the KTB.
Emirates’ Senior Vice President of Commercial Operations, Adil Al Ghaith, said that the MOU:
“solidifies (Emirates’) longstanding commitment (to Kenya), enhancing our collaboration with the KTB and the full, thriving tourism ecosystem across Nairobi and Kenya.”
Qatar Airways also operates service between NBO and its base at Hamad International Airport (DOH).
Kenya’s own flag carrier Kenya Airways also offers flights connecting NBO to destinations across Africa, as well as major hubs in Europe, the USA, and the Far East.
Are you planning to fly to Kenya? Do you think the Kenya Tourism Board can meet its target? Let us know in the comments.
