EXPLORING NEW TOURISM FRONTIERS

The Kenya Tourism Board (KTB) has set its sights on Brazil and the wider South American market as key frontier regions to diversify and expand into beyond the country’s traditional tourism strongholds.
KTB is participating in the International Luxury Travel Market (ILTM) taking place in Sao Paulo this week as part of a broader strategy to make inroads into Latin America.
The marketing agency is showcasing the best of Kenya’s tourism offerings to influential buyers and travel specialists from key markets including Brazil, Mexico, Argentina and beyond in the four-day event that commenced on Monday May 5, 2025 and ends on Thursday May 8, 2025.
KTB Chief Executive Officer June Chepkemei said: “Our participation in ILTM Brazil represents a strategic pivot towards the Latin American market, which offers tremendous potential for Kenya’s tourism sector. With Brazilian tourists alone spending approximately $6.5 billion abroad annually, we are positioning Kenya as the premier destination for luxury travellers seeking authentic wildlife experiences, cultural immersion, and sustainable tourism options.”
To further strengthen Kenya’s position in the Latin American market, KTB is implementing a multi-faceted approach, including an aggressive drive to attract luxury tour operators to the Magical Kenya Travel Expo (MKTE) 2025, targeted training programs for major tour operators and plans for future familiarization trips to boost destination awareness among key travel professionals in the region.
“Brazilian arrivals to Kenya increased by 27% between 2023 and 2024, from 3,260 to 4,145 visitors. This growth trajectory confirms our market research that Latin American travellers are increasingly looking beyond traditional destinations to discover authentic experiences in Africa. We are particularly excited to showcase iconic experiences like the Amboseli National Park, which we have found resonate strongly with Brazilian travellers seeking authentic African experiences,” Chepkemei said.
The International Luxury Travel Market is Latin America’s premier luxury travel trade event, attracting high-end travel buyers and suppliers from across the globe.