MKTE 2025 Officially Launched: A New Chapter in Africa’s Tourism Story Begins
A crisp Nairobi morning. A room full of bright minds, big ambitions, and boundless energy. On Monday, May 19th, the Magical Kenya Travel Expo (MKTE) 2025 breakfast was hosted with various stakeholders to highlighted that Africa is ready to lead, to innovate, and to redefine global travel narratives through sustainability, creativity, and collaboration.
A theme that sets the tone for transformation
This year’s theme, “Unlocking Africa’s Potential through Sustainable Tourism Growth,” is a call to action with purpose. Speaking at the launch, Principal Secretary for Tourism, John Ololtuaa, underscored the significance of MKTE 2025 not just as a Kenyan initiative, but as a pan-African movement. He cited that the theme “reflects our commitment to responsible tourism that benefits communities, preserves our heritage, and drives economic growth.”
He reminded the audience of the responsibility that comes with visibility on the global stage, PS John Ololtuaa noted that: “Say something positive about Kenya.” In a global village, our words matter. What we say about Kenya, the world is watching and listening.
The PS also emphasized the growing ambition of MKTE 2025 with the integration of the Africa Tourism Investment Forum (ATIF). He described ATIF as a platform that will bring together policymakers, investors, and creatives to reimagine tourism’s role in shaping Africa’s economic future. This, he added, reflects Kenya’s commitment to driving inclusive, investment-ready tourism that benefits not just Kenya, but the region as a whole.
MKTE progressive Growth from a local trade show to a continental force
Kenya Tourism Board CEO, June Chepkemei offered a powerful reflection on how far the expo has come. What began 14 years ago as a modest B2B event has now grown into Africa’s premier tourism platform, attracting thousands of global players to Nairobi each year.
“MKTE has transcended its original vision to become a continental powerhouse for tourism trade, investment, and cultural exchange,” she said, highlighting the platform’s evolution into a driving force for regional integration and global visibility.
MKTE 2025 aims even higher, with over 200 vetted international hosted buyers, more than 400 exhibitors, and an expected 5,000-plus professionals, this year’s expo will blend business efficiency with cultural depth. The CEO emphasized MKTE’s investment in smart B2B matchmaking and immersive product knowledge trips across Kenya to give buyers authentic, first-hand experiences.
“We are not just chasing numbers, we are pursuing high-value, sustainable tourism that delivers real benefits to our communities and ecosystems,” she added.
But her message wasn’t just about logistics. It was about where the market is headed and what Kenyans themselves are telling us.
“Rather than competing for limited market share, we are building a collaborative platform that elevates Africa’s entire tourism industry,” she noted, pointing to MKTE’s growing role as a space where partnership is prioritized over competition.
Kenya is searching for Travel insights that tell a story
One of the highlights of the launch was the UN Tourism barometer insights, which shed light on the preferences of local travelers.
Among the standout insights:
- Family travel leads at 30%, followed by solo travelers at 25%, and corporate travelers at 23%.
- Gen Z dominates the luxury travel segment, with students and business travelers close behind.
- Hotels remain the top accommodation choice for their affordability and flexibility, while families increasingly prefer Airbnb’s for privacy.
- Public transport remains the most common mode of travel, prompting KTB to explore partnerships with credible PSV providers to improve tourism access.
In response to these findings, Magical Kenya is integrating their offers. At ITB Berlin, the team launched the #AdventureClub, designed to tap into the growing appetite for budget and experience-based travel among Kenyans.
Destination Magazine reimagined with A new look, A new voice:
As part of the breakfast event, guests were treated to the unveiling of a refreshed edition of Destination Magazine the storytelling vehicle that brings Kenya’s travel experiences to life. With a sleek new look and a bold editorial approach, the magazine is set to amplify Kenya’s presence globally, showcasing local narratives with global appeal.
A united industry, a shared future
Representing the Kenya Tourism Board, at the event was KTB Board Member, David Tanki, who spoke on behalf of the Board Chairman. He echoed the call for unity and regional cooperation, emphasizing that the 15th edition of MKTE is not only a celebration of Kenya’s tourism journey but a signal to the continent and beyond that Kenya is ready to host the world.
His remarks reflected the spirit of the day: MKTE 2025 is not just a trade shttps://wordpress.org/documentation/article/what-is-an-excerpt-classic-editor/how. It is a platform for investment, collaboration, and real-world impact. With a focus on sustainability, community benefit, and cultural richness, MKTE 2025 is poised to become a benchmark for travel expos across the continent.
The dates to mark for MKTE 2025 are Wednesday, 1st to Friday, 3rd October 2025, which will be hosted at the symbolic Uhuru Gardens National Monument and Museum, in Nairobi, Kenya. MKTE 2025 promises to be a wholistic experience with conversations and vibrant engagements.
The countdown has begun. And this year, all eyes are on Kenya.
To learn more or register as a buyer, exhibitor, or partner, visit: www.mkte.co.ke