Kenya Targets European Market at ITB Berlin to Boost Adventure Tourism

Kenya is set to strengthen its foothold in the European tourism market by participating in the ITB Berlin Expo from March 4-6, 2025. The Kenya Tourism Board (KTB), leading a 45-member delegation, aims to leverage the global platform to promote Kenya’s adventure tourism offerings.

Speaking at the expo, Tourism Principal Secretary John Ololtua expressed confidence in Kenya’s tourism growth, citing a 12.4% increase in German arrivals in 2024.

ITB Berlin, the world’s premier travel trade fair, attracts over 10,000 exhibitors and 160,000 visitors annually. With Germany as a key source market, Kenya seeks to tap into this demand through business-to-business engagements, destination branding, and adventure tourism workshops.

KTB Chairman Francis Gichaba emphasized the role of adventure tourism in setting Kenya apart. “Kenya is the ultimate adventure tourism destination, and we are working closely with travel trade partners to unlock more business opportunities,” he noted.

Stakeholders believe the expo will be instrumental in boosting European arrivals. The event aligns with Kenya’s broader marketing strategy, which targets three million international arrivals by year-end. With a renewed focus on adventure tourism, Kenya is well-positioned to attract more European travelers eager to explore its diverse landscapes, wildlife, and cultural heritage.