Synopsis The report provides detailed market analysis, information and insights, including: Historic and forecast tourist volumes covering the entire Kenyan travel and tourism sector Detailed analysis of tourist spending patterns in Kenya for various categories in the travel and tourism sector, such as accommodation, sightseeing and entertainment, foodservice, transport, retail, travel intermediaries and others Detailed market classification across each category, with analysis using similar metrics Detailed analysis of the airline, hotel, car rental and travel intermediaries industries OverviewTable of contentsList of tablesList of figures Overview Executive summary Kenya’s travel and tourism sector performed well during the review period (2009−2013), with growth recorded in both domestic and international tourist volumes. The government has been making continuous efforts to develop and promote tourism through infrastructure development, hosting business events and meetings, and improving trade relations with other countries. Scope This report provides an extensive analysis related to the tourism demands and flows in Kenya: It details historical values for the Kenyan tourism sector for 2009–2013, along with forecast figures for 2014–2018 It provides comprehensive analysis of travel and tourism demand factors, with values for both the 2009–2013 review period and the 2014–2018 forecast period The report provides a detailed analysis and forecast of domestic, inbound and outbound tourist flows in Kenya. It provides comprehensive analysis of the trends in the airline, hotel, car rental and travel intermediaries industries, with values for both the 2009–2013 review period and the 2014–2018 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. Key highlights Domestic tourism is the major driving force of the Kenyan tourism sector. The total number of domestic trips rose from 18.1 million in 2009 to 21.1 million in 2013, at a review-period CAGR of 3.82%, driven by an increase in mean household income and the spending power of domestic consumers. According to the International Congress and Convention Association (ICCA), Kenya was the second-most-preferred conference and business tourism destination in Africa in 2012. This is a result of the rising number of international meetings and events hosted in Kenya. In 2012, Kenya hosted a total of 29 conferences, of which 22 were in Nairobi.

1. Travel and Tourism in Kenya to 2018
Synopsis
The report provides detailed market analysis, information and insights, including:
Historic and forecast tourist volumes covering the entire Kenyan travel and tourism sector Detailed analysis of tourist spending patterns in Kenya for various
categories in the travel and tourism sector, such as accommodation, sightseeing and entertainment, foodservice, transport, retail, travel intermediaries and others
Detailed market classification across each category, with analysis using similar metrics Detailed analysis of the airline, hotel, car rental and travel intermediaries
industries OverviewTable of contentsList of tablesList of figures Overview Executive summary
Kenya’s travel and tourism sector performed well during the review period (2009−2013), with growth recorded in both domestic and international
tourist volumes. The government has been making continuous efforts to develop and promote tourism through infrastructure development, hosting business
events and meetings, and improving trade relations with other countries.
Scope
This report provides an extensive analysis related to the tourism demands and flows in Kenya:
It details historical values for the Kenyan tourism sector for 2009–2013, along with forecast figures for 2014–2018 It provides comprehensive
analysis of travel and tourism demand factors, with values for both the 2009–2013 review period and the 2014–2018 forecast period The report
provides a detailed analysis and forecast of domestic, inbound and outbound tourist flows in Kenya. It provides comprehensive analysis of the trends in the
airline, hotel, car rental and travel intermediaries industries, with values for both the 2009–2013 review period and the 2014–2018 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.
Key highlights
Domestic tourism is the major driving force of the Kenyan tourism sector. The total number of domestic trips rose from 18.1 million in 2009 to 21.1 million in
2013, at a review-period CAGR of 3.82%, driven by an increase in mean household income and the spending power of domestic consumers. According to the
International Congress and Convention Association (ICCA), Kenya was the second-most-preferred conference and business tourism destination in Africa in 2012.
This is a result of the rising number of international meetings and events hosted in Kenya. In 2012, Kenya hosted a total of 29 conferences, of which 22 were in
Nairobi. During the World Travel Market (WTM) in November 2013, three East African countries – Kenya, Uganda and Rwanda – announced
plans to start a single tourist visa policy from January 2014. The aim of the collaboration is to develop the tourism sector in the three countries. International
arrivals to Kenya increased at a review-period CAGR of 0.74%, from 1.39 million in 2009 to 1.4 million in 2013. However, international arrivals to Kenya fell
from 1.8 million in 2011 to 1.6 million and 1.4 million in 2012 and 2013 respectively. This decrease is primarily due to increased terrorist attacks in the country,
which have led to several countries such as the US, the UK, Australia and France advising against travel to Kenya. Outbound tourists from Kenya rose from
719,362 in 2009 to 920,918 in 2013, at a review-period CAGR of 6.37%. Business accounted for 64.5% of all outbound trips in 2013, making it the leading
reason for travel. Trade relations with several countries can be attributed for this growth. For example, the bilateral trade value between Kenya and the UAE
reached KES85.0 billion (US$1.0 billion) in 2012. The governments of the two countries, which initially signed a double taxation agreement in 2011, further
strengthened trade ties during the Kenya-UAE investor’s conference in Nairobi in 2013. The airline market in Kenya performed significantly well during
the review period, with total revenue rising from KES61.8 billion (US$0.8 billion) in 2009 to KES78.6 billion (US$0.9 billion) in 2013 at a CAGR of 6.20%. The
growth in air travel is due to the rising middle-class population, which constitutes 44.9% of the total population, and uses low-cost flights as an affordable means
of travel. The number of hotel establishments in the country grew from 790 in 2009 to 855 in 2013. The number of rooms recorded growth at a review-period
CAGR of 2.55%. Total hotel revenue increased from KES62.4 billion (US$0.8 billion) in 2009 to KES83.6 billion (US$1 billion) in 2013. However, total hotel
revenue was severely affected during 2012 and 2013 as a result of increasing terrorist attacks, such as the Westgate Mall attack in 2013, which negatively
impacted international tourist volumes in the country. Kenya’s car rental market value increased at a review-period CAGR of 4.66% to reach KES5.5
billion (US$0.06 billion) in 2013. Overall, 93.7% of car rental revenues were generated at non-airport locations in 2013. Leisure car rentals accounted for 65% of
the total car rental value in 2013, as compared to business car rentals with 20.7%. Leisure car rentals also recorded the highest review-period CAGR of 5.87%,
driven by domestic demand and a rising number of international events and meetings hosted in the country. Kenya’s travel intermediaries’ market
value increased at a review-period CAGR of 11.03% to reach KES34.2 billion (US$0.4 billion) in 2013. As internet penetration rises, however, the online travel
market is expected to grow. The online channel’s market value increased from KES698.5 million (US$9.03 million) in 2009 to KES1,402.0 million
(US$16.3 million) in 2013, at a review-period CAGR of 19.03%.
table Of Contents
1 Executive Summary
1.1.1 Hosting International Meetings And Events
1.1.2 Airport Infrastructure Improvement
1.1.3 International Brands Entering Market
2 The Travel And Tourism Sector In Context
3 Country Fact Sheet
4 Tourism Flows
4.1.1 Domestic Tourism
4.1.2 Inbound Tourism
4.1.3 Outbound Tourism
Travel and Tourism in Kenya to 2018

2. 4.2.1 National Tourism Strategy 2013-2018
4.2.2 Rise In Meetings, Incentives, Conferences And Events (mice) Tourism
4.2.3 Terrorist Attacks
4.2.4 Single-journey Visa: Kenya, Uganda And Rwanda
4.2.5 Tourism Is A Priority Sector
4.2.6 Promotional Campaigns To Assure Safety
4.3.1 Domestic Tourism
4.3.2 Inbound Tourism
4.3.3 Outbound Tourism
5 Airlines
5.2.1 Airport Infrastructure Improvement
5.2.2 Kenya Airways Expansion Plans
5.2.3 Launch Of Low-cost Carriers
6 Hotels
6.2.1 International Brands Entering Market
6.2.2 Chinese Investment In Kenya’s Hotel Market
7 Car Rental
7.2.1 Car Rental Group Expansion
7.2.2 Car Rental Challenges
8 Travel Intermediaries
8.2.1 Mobile Bookings
8.2.2 Ktb’s Involvement With Tour Operators
9 Tourism Board Profile
10 Airport Profiles
10.1.1 Overview
10.1.2 Operator Profile
10.1.3 Routes
11 Company Profiles – Airlines
11.1.1 Precision Air Kenya – Company Overview
11.1.2 Precision Air Kenya – Main Services
11.1.3 Precision Air Kenya – Key Employees
11.2.1 Kenya Airways Ltd – Company Overview
11.2.2 Kenya Airways Ltd – Business Description
11.2.3 Kenya Airways Ltd – Main Services And Brands
11.2.4 Kenya Airways Ltd – History
11.2.5 Kenya Airways Ltd – Swot Analysis
11.2.6 Kenya Airways Ltd – Strengths
11.2.7 Kenya Airways Ltd – Weaknesses
11.2.8 Kenya Airways Ltd – Opportunities
11.2.9 Kenya Airways Ltd – Threats
11.2.10 Kenya Airways Ltd – Key Employees
11.3.1 Emirates Kenya – Company Overview
11.3.2 Emirates Kenya – Main Services And Brands
11.3.3 Emirates Kenya – Key Employees
11.4.1 Five Forty Aviation Ltd – Company Overview
11.4.2 Five Forty Aviation Ltd – Main Services
11.4.3 Five Forty Aviation Ltd – Key Employees
11.5.1 Ethiopian Airlines Kenya – Company Overview
11.5.2 Ethiopian Airlines Kenya – Main Services
11.5.3 Ethiopian Airlines Kenya – Key Employees
12 Company Profiles – Hotels
12.1.1 The Tamarind Group– Company Overview
Travel and Tourism in Kenya to 2018

3. 12.1.2 The Tamarind Group – Main Services
12.1.3 The Tamarind Group – Key Employees
12.2.1 Serena Hotels Kenya – Company Overview
12.2.2 Serena Hotels Kenya – Main Services And Brands
12.2.3 Serena Hotels Kenya – Key Employees
12.3.1 Sarova Hotels Ltd – Company Overview
12.3.2 Sarova Hotels Ltd – Main Services
12.3.3 Sarova Hotels Ltd – Key Employees
12.4.1 Sentrim Hotels & Lodges – Company Overview
12.4.2 Sentrim Hotels & Lodges – Main Services
12.4.3 Sentrim Hotels & Lodges – Key Employees
12.5.1 Mada Hotels Kenya – Company Overview
12.5.2 Mada Hotels Kenya – Main Services And Brands
13 Company Profiles – Car Rental
13.1.1 Avis Kenya – Company Overview
13.1.2 Avis Kenya – Main Services
13.1.3 Avis Kenya – Key Employees
13.2.1 Europcar Kenya – Company Overview
13.2.2 Europcar Kenya – Main Services
13.2.3 Europcar Kenya – Key Employees
13.3.1 Central Rent A Car – Company Overview
13.3.2 Central Rent A Car – Main Services
13.4.1 Sixt Rent A Car Kenya – Company Overview
13.4.2 Sixt Rent A Car Kenya – Main Services
13.4.3 Sixt Rent A Car Kenya – Key Employees
14 Company Profiles – Travel Intermediaries
14.1.1 Bunson Travel Service Ltd – Company Overview
14.1.2 Bunson Travel Service Ltd – Main Services
14.1.3 Bunson Travel Service Ltd – Key Employees
14.2.1 Gametrackers Kenya – Company Overview
14.2.2 Gametrackers Kenya – Main Services
14.2.3 Gametrackers Kenya – Key Employees
14.3.1 Micato Safaris Kenya – Company Overview
14.3.2 Micato Safaris Kenya – Main Services
14.3.3 Micato Safaris Kenya – Key Employees
14.4.1 Trevaron Travel & Tours Ltd – Company Overview
14.4.2 Trevaron Travel & Tours Ltd – Main Services
15 Market Data Analysis
15.1.1 Number Of Trips And Overnight Stays
15.1.2 Number Of Overnight Stays – Domestic
15.1.3 Average Length Of Tourism Trip – Domestic
15.1.4 Total Domestic Tourist Expenditure
15.1.5 Average Expenditure Per Domestic Tourist By Category
15.2.1 International Arrivals By Region
15.2.2 International Arrivals By Purpose Of Visit
15.2.3 Number Of Overnight Stays – Inbound
15.2.4 Average Length Of Tourism Trip – Inbound
15.2.5 Total Inbound Tourism Expenditure By Category
15.2.6 Average International Tourist Expenditure By Category
15.3.1 International Departures By Region
15.3.2 International Departures By Purpose Of Visit
15.3.3 Number Of Overnight Stays – International
15.3.4 Average Length Of Tourism Trip – International
15.3.5 Total Outbound Tourism Expenditure By Category
15.3.6 Average Overseas Expenditure Per Resident By Category
15.4.1 Seats Available
15.4.2 Number Of Seats Sold By Passenger Type
15.4.3 Load Factor
15.4.4 Passenger Kilometers Available
15.4.5 Revenue-generating Passenger Kilometers
15.4.6 Revenue Per Passenger
15.4.7 Total Airline Revenue
Travel and Tourism in Kenya to 2018

4. 15.5.1 Hotel Establishments
15.5.2 Available Rooms
15.5.3 Room Occupancy Rate
15.5.4 Room Nights Available
15.5.5 Room Nights Occupied
15.5.6 Average Revenue Per Available Room
15.5.7 Revenue Per Occupied Room
15.5.8 Total Revenue Per Available Room
15.5.9 Total Hotel Revenue
15.5.10 Guests By Customer Type
15.6.1 Market Value By Customer Type
15.6.2 Market Value By Location
15.6.3 Fleet Size
15.6.4 Rental Occasions
15.6.5 Rental Length
15.6.6 Average Rental Length
15.6.7 Utilization Rate
15.6.8 Average Revenue Per Day
15.7.1 Travel Intermediaries Market Value By Product Type
15.7.2 Travel Intermediaries Market Value By Channel
15.7.3 Travel Intermediaries Market Value By Destination
15.7.4 Travel Intermediaries Market Value By Customer Type
16 Appendix
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Travel and Tourism in Kenya to 2018