Travel And Tourism in Kenya
Euromonitor International's Travel And Tourism in Kenya report offers a comprehensive guide to the market at a national level. It looks at travel accommodation, transportation, car rental, tourist attractions and retail travel. It identifies the leading companies and offers strategic analysis of key factors influencing the market, including background information on disposable income, annual leave and holiday taking habits.
Buy online to access strategic market analysis and an interactive statistical database of market size data for travel accommodation, transportation, car rental, travel retail, tourism attractions and health and wellness tourism, tourism inflows and outflows, tourism spending and company and brand shares.
Tables: 104 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic; Tourism flows inbound; Tourism flows outbound; Tourism receipts and expenditure; Tourist attractions; Transportation; Travel accommodation; Travel retail
Executive summary
Post-election violence cripples the travel and tourism industry
Kenya’s robust travel and tourism industry, touted as the number one foreign exchange earner since 2005, was dealt a deadly blow by violence across the country due to disputed presidential election results announced at the end of 2007. The elections, which were conducted against a backdrop of a peaceful economic front, were largely believed to have reflected a mood for change in the status quo of the political system. At the same time the country had been carnival mood, which would have catapulted tourism to its greatest heights at the beginning of 2008, but this was not to be.
Recovery in sight for dilapidated industry
The travel and tourism industry went into quick recovery following the signing of a peace agreement between Kenya’s two main political parties, the Orange Democratic Movement and the Party of National Unity, in talks brokered by the former United Nations Secretary General, Dr Kofi Annan in Nairobi on 28 February 2008.
Culture and sports are powerful drivers of travel and tourism
Kenya’s diverse cultures, comprising 42 ethnic backgrounds, as well as the importance of sport in the country, being amongst the best in the world of athletics, gained prominence as tourism drivers; supported by the Kenya Tourism Board and the recently launched partnership between the Kenya Wildlife Service and the Athletics body in the country. The international limelight enjoyed by athletics is now being used as the best tool for promoting Kenya’s wildlife abroad.
Mountain tourism waning
Mount Kenya, like Mount Kilimanjaro in neighbouring Tanzania, has for centuries fascinated tourists and mountaineers alike in its ability to hold high altitude snow and glaciers, given the equatorial hot temperatures in the region. This gift of nature to Kenya has gradually lost its glory, due to what scientists have linked to the melting of the arctic icecaps at the North Pole, which resulted in a decline in this niche tourism.
Strong growth in spa tourism
A market which is poised to define the future of travel and tourism in Kenya is health and wellness, especially thanks to the growing level of investment in this field in 2006 and 2007. Tourist resorts, medical institutions and recreation centres are offering unique blends of spas and fitness programmes which are beginning to occupy an important niche in the travel and tourism industry in the country. With the Wildfitness centre in Malindi, the mushrooming beach spas along the coast, Nairobi’s plush relaxation spas, the new Karen Hospital and natural hot spas in the Rift Valley, the country is gradually beginning to attract both regional and international tourists interested in spa tourism.
Film-making a marketing tool for Kenyan travel and tourism
The Kenya Tourism Board is waking up to the unique potential held by the diverse scenery found all over the country to attract both film-makers and advertising and PR productions. When Uganda hosted the crew of the film “The King of Scotland”, the attractiveness of the country to film lovers led to a great boost to tourism, with many tourists claiming that they decided to visit Uganda for the first time after watching the movie. Kenya’s “Walk with the Lions”, adapted from the famous “Born Free” film and series, was the beginning of a partnership between the film industry and the Kenyan tourism industry, which has every chance of continuing and prospering.
Table of contents
TRAVEL AND TOURISM IN KENYA : MARKET INSIGHT
EXECUTIVE SUMMARY
Post-election violence cripples the travel and tourism industry
Recovery in sight for dilapidated industry
Culture and sports are powerful drivers of travel and tourism
Mountain tourism waning
Strong growth in spa tourism
Film-making a marketing tool for Kenyan travel and tourism
KEY TRENDS AND DEVELOPMENTS
Economic Indicators
Legislative Environment
Government tourism policy and sustainable tourism
Consumer lifestyles
Low cost carrier development
Emerging niche sectors
Internet developments
TERRORISM AND SECURITY
LEAVE ENTITLEMENT
CONSUMER DEMOGRAPHICS
BALANCE OF PAYMENTS
MARKET INDICATORS
Table 1 Leave Entitlement: Volume 2005-2007
Table 2 Holiday Demographic Trends 2002-2007
Table 3 Holiday Takers by Sex 2002-2007
Table 4 Holiday Takers by Age 2002-2007
Table 5 Length of Domestic Trip: 2002-2007
Table 6 Length of Outbound Departure: 2002-2007
Table 7 Seasonality of Trips 2005-2007
MARKET DATA
Table 8 Balance of Tourism Payments: Value 2002-2007
DEFINITIONS
Tourism Parameters
Travel accommodation
Transportation
Car rental
Travel retail
Tourist attractions
Health and wellness
Internet sales
Internet sales: dynamic packaging
Internet sales: traditional package holiday
Sustainable tourism
Sources
Summary 1 Research Sources
INBOUND TOURISM FLOWS
Headlines
Trends
Country of origin
Inbound demographic profile
Mode of transport
Purpose of visit
Incoming tourist receipts by country
Prospects
Sector Data
Table 9 Arrivals by Country of Origin: 2002-2007
Table 10 Leisure Arrivals by Type 2005-2007
Table 11 Business Arrivals: MICE Penetration 2005-2007
Table 12 Arrivals by Method of Transport: 2002-2007
Table 13 Arrivals by Purpose of Visit: 2002-2007
Table 14 Incoming Tourist Receipts by Country: Value 2002-2007
Table 15 Tourism Expenditure by Sector: Value 2002-2007
Table 16 Method of Payments for Incoming Tourist Receipts: % Breakdown 2005-2007
Table 17 Forecast Arrivals by Country of Origin: 2007-2012
Table 18 Forecast Arrivals by Method of Transport: 2007-2012
Table 19 Forecast Arrivals by Purpose of Visit: 2007-2012
Table 20 Forecast Incoming Tourist Receipts by Country: Value 2007-2012
OUTBOUND TOURISM FLOWS
Headlines
Trends
Destinations
Outbound demographic profile
Mode of transport
Purpose of visit
Outgoing tourist expenditure by country
Prospects
Sector Data
Table 21 Departures by Destination: 2002-2007
Table 22 Leisure Departures by Type 2005-2007
Table 23 Business Departures: MICE Penetration % Breakdown 2005-2007
Table 24 Departures by Method of Transport: 2002-2007
Table 25 Departures by Purpose of Visit: 2002-2007
Table 26 Outgoing Tourist Expenditure by Country: Value 2002-2007
Table 27 Outgoing Tourist Expenditure by Sector: Value 2002-2007
Table 28 Method of Payments for Outgoing Tourism Spending: % Breakdown 2005-2007
Table 29 Forecast Departures by Destination: 2007-2012
Table 30 Forecast Departures by Method of Transport: 2007-2012
Table 31 Forecast Departures by Purpose of Visit: 2007-2012
Table 32 Forecast Outgoing Tourist Expenditure by Country: Value 2007-2012
DOMESTIC TOURISM FLOWS
Headlines
Trends
Destinations
Mode of transport
Purpose of visit
Domestic tourist expenditure
Prospects
Sector Data
Table 33 Domestic Trips by Destination: 2002-2007
Table 34 Domestic Trips by Purpose of Visit and by Method of Transport: 2002-2007
Table 35 Domestic Tourist Expenditure: Value: 2002-2007
Table 36 Expenditure per Domestic Trip: 2002-2007
Table 37 Method of Payments for Domestic Tourism Spending: % Breakdown 2005-2007
Table 38 Forecast Domestic Trips by Purpose of Visit and by Method of Transport: 2007-2012
Table 39 Forecast Domestic Tourist Expenditure: Value: 2007-2012
TRAVEL ACCOMMODATION
Headlines
Trends
Hotels
Competitive Landscape
Prospects
Sector Data
Table 40 Travel Accommodation Sales by Sector: Value 2002-2007
Table 41 Travel Accommodation Outlets by Sector: Units 2002-2007
Table 42 Regional Hotel Parameters 2007
Table 43 Travel Accommodation by Sector: Number of Rooms 2002-2007
Table 44 Travel Accommodation by Sector: Number of Beds 2002-2007
Table 45 Travel Accommodation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 46 Hotel National Brand Owners by Market Share 2003-2007
Table 47 Hotels National Brand Owners by Key Performance Indicators 2007
Table 48 Forecast Travel Accommodation Sales by Sector: Value 2007-2012
Table 49 Forecast Travel Accommodation Outlets by Sector: Units 2007-2012
Table 50 Forecast Travel Accommodation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2007-2012
TRANSPORTATION
Headlines
Trends
Airlines
Private Jets
Competitive Landscape
Prospects
Sector Data
Table 51 Transportation Sales by Sector: Value 2002-2007
Table 52 Airline Capacity: 2002-2007
Table 53 Airline Utilisation: 2002-2007
Table 54 Airline % Utilisation 2002-2007
Table 55 Airline Volume Sales by Seat Class: % Breakdown: 2002-2007
Table 56 Airline Volume Sales by Distance: % Breakdown: 2002-2007
Table 57 Transportation Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 58 Airline Market Shares 2003-2007
Table 59 Airlines National Brand Owners by Key Performance Indicators 2007
Table 60 Forecast Transportation Sales by Sector: Value 2007-2012
Table 61 Forecast Transportation Internet Sales by Sector: Internet Transaction Value 2007-2012
CAR RENTAL
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 62 Car Rental Sales by Sector and Location: Value 2002-2007
Table 63 Structure of Car Rental Market: 2002-2007
Table 64 Average Car Rental Duration by Sector 2004-2007
Table 65 Average Car Rental Duration: % Breakdown 2004-2007
Table 66 Time of Booking: % Breakdown 2005-2007
Table 67 Car Rental Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 68 Car Rental Market Shares 2003-2007
Table 69 Car Rental National Brand Owners by Key Performance Indicators 2007
Table 70 Forecast Car Rental Sales by Sector: Value 2007-2012
Table 71 Forecast Car Rental Internet Sales by Sector: Internet Transaction Value 2007-2012
TRAVEL RETAIL
Headlines
Trends
Growth sectors
Competitive Landscape
Prospects
Sector Data
Table 72 Travel Retail Outlets by Sector: Units 2002-2007
Table 73 Travel Retail Products Sales: Value 2002-2007
Table 74 Travel Retail Sales by Destination: % Value Breakdown 2002-2007
Table 75 Travel Retail Products Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 76 Travel Retail Internet Sales by Sector: Internet Transaction Value 2002-2007
Table 77 Travel Retail Products Market Shares 2003-2007
Table 78 Travel Retail Products National Brand Owners by Key Performance Indicators 2007
Table 79 Forecast Travel Retail Outlets by Sector: Units 2007-2012
Table 80 Forecast Travel Retail Products Sales: Value 2007-2012
Table 81 Forecast Travel Retail Products Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2007-2012
TOURIST ATTRACTIONS
Headlines
Trends
Competitive landscape
Prospects
Sector Data
Table 82 Tourist Attractions by Sector: Value 2002-2007
Table 83 Tourist Attractions by Sector: 2002-2007
Table 84 Tourist Attractions Internet Sales by Direct Suppliers and Intermediaries: Internet Transaction Value 2002-2007
Table 85 Leading Tourist Attractions by Visitors 2002-2007
Table 86 Forecast Tourist Attractions by Sector: Value 2007-2012
Table 87 Forecast Tourist Attractions by Sector: 2007-2012
Table 88 Forecast Tourist Attractions Internet Transaction Value Sales by Sector: Internet Transaction Value 2007-2012
HEALTH AND WELLNESS TOURISM
Headlines
Trends
Prospects
Sector Data
Table 89 Number of Hotel/Resort Spas: Units 2002-2007
Table 90 Spa Sales by Type: Value 2002-2007
Table 91 Spa Consumer Markets: Domestic Tourism 2005-2007
Table 92 Spa Consumer Markets: Arrivals 2005-2007
Table 93 Forecast Spa Sales by Type: Value 2007-2012
KENYA AIRWAYS LIMITED
Strategic Direction
Key Facts
Summary 2 Kenya Airways Limited: Key Facts
Summary 3 Kenya Airways Limited: Operational Indicators
Company Background
Competitive Positioning
Summary 4 Kenya Airways Limited: Competitive Position 2007
SERENA HOTELS LIMITED
Strategic Direction
Key Facts
Summary 5 Serena Hotels Limited: Key Facts
Summary 6 Serena Hotels Limited: Operational Indicators
Company Background
Competitive Positioning
Summary 7 Serena Hotels Limited: Competitive Position 2007
ALLIANCE HOTELS & RESORTS GROUP
Strategic Direction
Key Facts
Summary 8 Alliance Hotels & Resorts Group: Key Facts
Company Background
Competitive Positioning
Summary 9 Alliance Hotels & Resorts Group: Competitive Position 2007
AIR KENYA AVIATION LTD
Strategic Direction
Key Facts
Summary 10 Air Kenya Aviation Ltd: Key Facts
Company Background
Competitive Positioning
Summary 11 Air Kenya Aviation Ltd: Competitive Position 2007