Kenya is boosting its adventure tourism sector through collaborative efforts between public and private sectors, aiming to attract more visitors and bolster local economies.

June Chepkemei, CEO of the Kenya Tourism Board (KTB), highlighted the sector's resilience and economic benefits during the inaugural meeting of the Kenya Adventure Tourism Product Club.

Chepkemei emphasized that adventure tourism has shown resilience and the potential to support local economies, especially as countries rebuild following the global travel rebound from Covid-19.

"Recent statistics point to the growth of adventure travel with its resilience and ability to support local economies, especially as countries rebuild following the global travel rebound from Covid-19," Chepkemei stated.

Apart from traditional attractions like beaches and wildlife, Chepkemei pointed out Kenya's lesser-known gems that can be promoted creatively through off-the-beaten-track locations during off-peak seasons.

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This strategy aims to distribute visitors and revenues more evenly across the economy and local communities.

"Besides other attractions the country is long known for such as beach and wildlife, there are hidden gems that we can creatively promote through off-the-beaten-track locations during off-peak seasons," Chepkemoi explained. 

"This would go a long way in spreading out visitors as well as revenues for broader benefits to our economy and communities."

The Kenya Adventure Tourism Product Club, initiated by KTB, brings together stakeholders from diverse sectors to showcase Kenya’s adventure tourism offerings globally.

Activities highlighted by the club include running, kitesurfing, mountain climbing, trekking, canyoning, and abseiling.

Globally, the adventure tourism market is valued at over $450 billion, offering significant growth potential post-pandemic as global tourism rebounds.

Chepkemei encouraged stakeholders to target younger generations like Gen Z, who are increasingly drawn to independent travel experiences.

Stakeholders were also urged to adopt best practices from successful models such as the Adventure Travel World Summit, known for gathering global adventure travel leaders to share insights and strategies.

Through strategic partnerships and focused initiatives, Kenya aims to leverage its diverse adventure tourism offerings to position itself as a leading destination for adventure enthusiasts worldwide.