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Travel and Tourism in Kenya to 2018

  • September 2014
  • -
  • Timetric
  • -
  • 109 pages

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

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

Travel and Tourism in Kenya to 2018
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
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
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 and Lodges - company overview
12.4.2 Sentrim Hotels and Lodges - main services
12.4.3 Sentrim Hotels and 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 and Tours Ltd - company overview
14.4.2 Trevaron Travel and 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
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

List of Tables

Table 1: Kenya - Tourist Arrivals from the Top 10 Countries (Thousand), 2009-2018
Table 2: Kenya - Tourist Departures to the Top-10 Countries (Thousand), 2009-2018
Table 3: Kenya - Hotel Market Shares by Number of Hotels, 2013
Table 4: Kenya Tourism Board -Key Facts and Locations
Table 5: Jomo Kenyatta International Airport ? Overview
Table 6: Moi International Airport ? Overview
Table 7: Precision Air Kenya, Key Facts
Table 8: Precision Air Kenya, Main Services
Table 9: Precision Air Kenya, Key Employees
Table 10: Kenya Airways Ltd, Key Facts
Table 11: Kenya Airways Ltd, Main Services and Brands
Table 12: Kenya Airways Ltd, History
Table 13: Kenya Airways Ltd, Key Employees
Table 14: Emirates Kenya, Key Facts
Table 15: Emirates Kenya, Main Services and brands
Table 16: Emirates Kenya, Key Employees
Table 17: Five Forty Aviation Ltd, Key Facts
Table 18: Five Forty Aviation Ltd, Main Services
Table 19: Five Forty Aviation Ltd, Key Employees
Table 20: Ethiopian Airlines Kenya, Key Facts
Table 21: Ethiopian Airlines Kenya, Main Services
Table 22: Ethiopian Airlines Kenya, Key Employees
Table 23: The Tamarind Group, Key Facts
Table 24: The Tamarind Group, Main Services
Table 25: The Tamarind Group, Key Employees
Table 26: Serena Hotels Kenya, Key Facts
Table 27: Serena Hotels Kenya , Main Services and brands
Table 28: Serena Hotels Kenya, Key Employees
Table 29: Sarova Hotels Ltd, Key Facts
Table 30: Sarova Hotels Ltd, Main Services
Table 31: Sarova Hotels Ltd, Key Employees
Table 32: Sentrim Hotels and Lodges, Key Facts
Table 33: Sentrim Hotels and Lodges, Main Services
Table 34: Sentrim Hotels and Lodges, Key Employees
Table 35: Mada Hotels Kenya, Key Facts
Table 36: Mada Hotels Kenya, Main Services and Brands
Table 37: Avis Kenya, Key Facts
Table 38: Avis Kenya, Main Services
Table 39: Avis Kenya, Key Employees
Table 40: Europcar Kenya, Key Facts
Table 41: Europcar Kenya, Main Services
Table 42: Europcar Kenya, Key Employees
Table 43: Central Rent a Car, Key Facts
Table 44: Central Rent a Car, Main Services
Table 45: Sixt Rent a Car Kenya, Key Facts
Table 46: Sixt Rent a Car Kenya, Main Services
Table 47: Sixt Rent a Car Kenya, Key Employees
Table 48: Bunson Travel Service Ltd, Key Facts
Table 49: Bunson Travel Service Ltd, Main Services
Table 50: Bunson Travel Service Ltd, Key Employees
Table 51: Gametrackers Kenya, Key Facts
Table 52: Gametrackers Kenya, Main Services
Table 53: Gametrackers Kenya, Key Employees
Table 54: Micato Safaris Kenya, Key Facts
Table 55: Micato Safaris Kenya, Main Services
Table 56: Micato Safaris Kenya, Key Employees
Table 57: Trevaron Travel and Tours Ltd, Key Facts
Table 58: Trevaron Travel and Tours Ltd, Main Services
Table 59: Kenya - Number of Trips by Purpose (Thousand), 2009-2018
Table 60: Kenya - Number of Overnight Stays (Million), 2009-2018
Table 61: Kenya - Average Length of Trip (Average number of nights spent), 2009-2018
Table 62: Kenya - Total Domestic Tourism Expenditure by Category (KES Billion), 2009-2018
Table 63: Kenya - Average Expenditure per Domestic Tourist by Category (KES), 2009-2018
Table 64: Kenya - International Arrivals by Region (Thousand), 2009-2018
Table 65: Kenya - International Arrivals by Purpose of Visit (Thousand), 2009-2018
Table 66: Kenya - Number of Overnight Stays (Million), 2009-2018
Table 67: Kenya - Average Length of Trip (Average number of nights spent), 2009-2018
Table 68: Kenya - Total Inbound Tourism Expenditure by Category (KES Billion), 2009-2018
Table 69: Kenya - Average Expenditure per Inbound Tourist by Category (KES), 2009-2018
Table 70: Kenya - International Departures by Region (Thousand), 2009-2018
Table 71: Kenya - International Departures by Purpose of Visit (Thousand), 2009-2018
Table 72: Kenya - Overnight Stays (Million), 2009-2018
Table 73: Kenya - Average Length of Trip (Average number of nights spent), 2009-2018
Table 74: Kenya - Total Outbound Tourism Expenditure by Category (KES Billion), 2009-2018
Table 75: Kenya - Average Outbound Expenditure per Resident by Category (KES), 2009-2018
Table 76: Kenya - Number of Seats Available (Thousand), 2009-2018
Table 77: Kenya - Number of Seats Sold by Passenger Type (Thousand), 2009-2018
Table 78: Kenya - Load Factor (%), 2009-2018
Table 79: Kenya - Number of Passenger Kilometers Available (Million), 2009-2018
Table 80: Kenya - Number of Revenue-Generating Passenger Kilometers (Million), 2009-2018
Table 81: Kenya - Revenue per Passenger (KES), 2009-2018
Table 82: Kenya - Total Revenue (KES Million), 2009-2018
Table 83: Kenya - Hotel Establishments (Actual), 2009-2018
Table 84: Kenya - Available Hotel Rooms (Actual), 2009-2018
Table 85: Kenya - Hotel Room Occupancy Rate (%), 2009-2018
Table 86: Kenya - Room Nights Available (Million), 2009-2018
Table 87: Kenya - Room Nights Occupied (Million), 2009-2018
Table 88: Kenya - Average Revenue per Available Room (KES), 2009-2018
Table 89: Kenya - Average Revenue per Occupied Room (KES), 2009-2018
Table 90: Kenya - Total Revenue per Available Room (KES), 2009-2018
Table 91: Kenya - Total Hotel Revenue (KES Billion), 2009-2018
Table 92: Kenya - Guests by Customer Type (Thousand), 2009-2018
Table 93: Kenya - Car Rental Market Value by Customer Type (KES Million), 2009-2018
Table 94: Kenya - Car Rental Market Value by Location (KES Million), 2009-2018
Table 95: Kenya - Car Rental Fleet Size (Actual), 2009-2018
Table 96: Kenya - Car Rental, Rental Occasions (Thousand), 2009-2018
Table 97: Kenya - Rental Days (Thousand), 2009-2018
Table 98: Kenya - Car Rental, Average Rental Length (Days), 2009-2018
Table 99: Kenya - Car Rental, Market Utilization Rate (%), 2009-2018
Table 100: Kenya - Car Rental Average Revenue per Day (KES), 2009-2018
Table 101: Kenya - Travel Intermediaries Market Value by Product Type (KES Billion), 2009-2018
Table 102: Kenya - Travel Intermediaries Market Value by Channel (KES Million), 2009-2018
Table 103: Kenya - Travel Intermediaries Market Value by Destination (KES Million), 2009-2018
Table 104: Kenya - Travel Intermediaries Market Value by Customer Type (KES Million), 2009-2018
Table 105: Timetric Travel and Tourism Sector Definitions

List of Figures
Figure 1: Kenya - Tourism Expenditure (US$ Million), 2009-2018
Figure 2: Kenya - Key Ratios (%), 2009-2018
Figure 3: Kenya - Domestic Tourism Expenditure (KES Million), 2009-2018
Figure 4: Kenya - International Arrivals by Purpose of Visit (%), 2009 vs 2013
Figure 5: Kenya - Inbound Visa Policy
Figure 6: Kenya - International Departures by Purpose (%), 2013
Figure 7: Kenya - Outbound Visa Requirements
Figure 8: Kenya - Domestic Trips by Purpose of Visit (%), 2013 vs 2018
Figure 9: Kenya - Total National Tourism Expenditure on International Trips by Region (%), 2018
Figure 10: Kenya - Load Factor (%) and Revenue per Passenger (KES), 2009-2018
Figure 11: Kenya - Passenger Airlines: Company Market Share by Volume (%),2012 vs 2013
Figure 12: Kenya - Seats Sold vs Seats Available(Thousand), 2009-2018
Figure 13: Kenya - Total Revenue (KES Million) and Revenue Per Passenger (KES), 2009-2018
Figure 14: Kenya - Hotel Establishments (Actual) and Number of Rooms (Actual), 2009-2018
Figure 15: Kenya - Car Rental Value by Location (%), 2009 vs 2013
Figure 16: Kenya - Car Rental Value by Customer Type (%), 2013-2018
Figure 17: Kenya - Travel Intermediaries Market Value (%), 2009 vs 2013
Figure 18: Kenya - Travel Intermediaries Market Value by Channel (%), 2013 vs 2018
Figure 19: Kenya - Number of Trips by Purpose (Thousand), 2009-2018
Figure 20: Kenya - Number of Overnight Stays (Million), 2009-2018
Figure 21: Kenya - Average Length of Trip (Average number of nights spent), 2009-2018
Figure 22: Kenya - Total Domestic Tourism Expenditure by Category (KES Billion), 2009-2018
Figure 23: Kenya - Average Expenditure per Domestic Tourist by Category (KES), 2009-2018
Figure 24: Kenya - International Arrivals by Region (Thousand), 2009-2018
Figure 25: Kenya - International Arrivals by Purpose of Visit (Thousand), 2009-2018
Figure 26: Kenya - Number of Overnight Stays (Million), 2009-2018
Figure 27: Kenya - Average Length of Trip (Average number of nights spent), 2009-2018
Figure 28: Kenya - Total Inbound Tourism Expenditure by Category (KES Billion), 2009-2018
Figure 29: Kenya - Average Expenditure per Inbound Tourist by Category (KES), 2009-2018
Figure 30: Kenya - International Departures by Region (Thousand), 2009-2018
Figure 31: Kenya - International Departures by Purpose of Visit (Thousand), 2009-2018
Figure 32: Kenya - Overnight Stays (Million), 2009-2018
Figure 33: Kenya - Average Length of Trip (Average number of nights spent), 2009-2018
Figure 34: Kenya - Total Outbound Tourism Expenditure by Category (KES Billion), 2009-2018
Figure 35: Kenya - Average Outbound Expenditure per Resident by Category (KES), 2009-2018
Figure 36: Kenya - Number of Seats Available (Thousand), 2009-2018
Figure 37: Kenya - Number of Seats Sold by Passenger Type (Thousand), 2009-2018
Figure 38: Kenya - Load Factor (%), 2009-2018
Figure 39: Kenya - Number of Passenger Kilometers Available (Million), 2009-2018
Figure 40: Kenya - Number of Revenue-Generating Passenger Kilometers (Million), 2009-2018
Figure 41: Kenya - Revenue per Passenger (KES), 2009-2018
Figure 42: Kenya - Total Revenue (KES Million), 2009-2018
Figure 43: Kenya - Hotel Establishments (Actual), 2009-2018
Figure 44: Kenya - Available Hotel Rooms (Actual), 2009-2018
Figure 45: Kenya - Hotel Room Occupancy Rate (%), 2009-2018
Figure 46: Kenya - Room Nights Available (Million), 2009-2018
Figure 47: Kenya - Room Nights Occupied (Million), 2009-2018
Figure 48: Kenya - Average Revenue per Available Room (KES), 2009-2018
Figure 49: Kenya - Average Revenue per Occupied Room (KES), 2009-2018
Figure 50: Kenya - Total Revenue per Available Room (KES), 2009-2018
Figure 51: Kenya - Total Hotel Revenue (KES Billion), 2009-2018
Figure 52: Kenya - Guests by Customer Type (Thousand), 2009-2018
Figure 53: Kenya - Car Rental Market Value by Customer Type (KES Million), 2009-2018
Figure 54: Kenya - Car Rental Market Value by location (KES Million), 2009-2018
Figure 55: Kenya - Car Rental Fleet Size (Actual), 2009-2018
Figure 56: Kenya - Car Rental, Rental Occasions (Thousand), 2009-2018
Figure 57: Kenya - Rental Days (Thousand), vs Average Rental Length (Days), 2009-2018
Figure 58: Kenya - Car Rental, Market Utilization Rate (%), 2009-2018
Figure 59: Kenya - Car Rental Average Revenue per Day (KES), 2009-2018
Figure 60: Kenya - Travel Intermediaries Market Value by Product Type (KES Billion), 2009-2018
Figure 61: Kenya - Travel Intermediaries Market Value by Channel (KES Million), 2009-2018
Figure 62: Kenya - Travel Intermediaries Market Value by Destination (KES Million), 2009-2018
Figure 63: Kenya - Travel Intermediaries Market Value by Customer Type (KES Million), 2009-2018

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