Rethinking the Role of Travel Expos for Sustainable Growth
By June Chepkemei
Global travel fairs have become essential catalysts, propelling destinations to reinvent themselves in response to evolving traveller demands. These gatherings serve as economic pivot points, enabling destinations to demonstrate their offerings, forge strategic partnerships and spark cross-sector cooperation.
Over the years now, Tourism Expos have grown far beyond basic trade exhibitions, stepping into the realm of policy debate, sustainability advocacy and talent development.
Take ITB Berlin or the World Travel Market in London, for instance. These legacy shows have mastered the art of convening not only industry professionals, but also policymakers, financiers and disruptors while steering the narrative on investment, sustainability and digital transformation.
As Africa, we must examine whether we are simply replicating these models or actively evolving to fit our unique position.
The World Economic Forum estimates that global tourism and travel is expected to attract significant investments to support its projected growth to aUSD16 trillion industry by 2034.
Against this global backdrop, Africa’s portion of tourism investments remains modest. Indeed, in 2015, the continent accounted for only 6.3 percent of total tourism investments -USD 29.6 billion – with projections reaching USD 46.3 billion by 2025, according to the African Union. That figure is notable but leaves much room for bold action
Additionally, have vast advantages including conservation assets, youthful talent and creative industries valued at USD 4.2 billion, according to UNESCO.
Today, the tourism sector is growing at more than 7 percent annually and employing millions of young people. But translating this cultural and natural wealth into a sustainable tourism engine calls for strategic financing, capacity building and a steady commitment to implementation.
The competitive equation for African tourism hinges on collaborative positioning. How can we stand out together yet guard individual brands? We need one coherent story, shared data and clear proof of value beyond the transactional short-term gains.
At this year’s Magical Kenya Travel Expo (MKTE) slated for 1st– 3rd October 2025, the challenge is not only to showcase Kenya’s strengths but to nurture honest exchanges among future-focused actors.
Now in its 15th year, MKTE has evolved beyond a conventional trade show into a continent-wide hub for tourism, investment and cultural dialogue. The expo will seek to harness the crucial Africa Tourism Investment Forum (ATIF) to spotlight new financing models and creative growth.
MKTE’s relevance persists because it embraces a practical blend of innovation and collaboration. Last year’s edition attracted 180 buyers, 4,000 delegates, and 417 exhibitors. More profoundly, it ignited candid discussions among African tourism boards about aligning our fairs, not competing for a shrinking pool of global attention.
For 2025, we are aiming higher. The fair intends to bring together 200 rigorously vetted international buyers from diverse source markets, stretching the pre-expo product experience to five days and offering deeper immersion in Kenya’s natural and cultural assets.
When we talk about reaching 5.5 million visitors to Kenya by 2027, we are equally talking about raising Africa’s shared profile. Our pivot toward sustainable growth demands that we not only expand infrastructure but also nurture creative industries, cultural assets and environmental safeguards.
But even as we champion a unifying platform, it is hard to be oblivious to old habits of rivalries. Each nation prizes its uniqueness and protective mindsets sometimes overshadow collective objectives. Yet the potential gains are huge.
The creative economy, for example, can enrich the traveller’s experience with music festivals, film tours and heritage crafts while generating jobs for Africa’s youth. That synergy between tourism and culture transforms ephemeral visits into repeat visits.
Our tourism fairs must emphasize skills development, technology integration and environmental protection. They should become platforms for building new ecosystems that push beyond mere profit margins. Without upskilling the next generation of tourism professionals, we undermine our capacity to handle sector growth. Without robust green principles, we compromise our future competitiveness.
It is only by embracing challenge, contradiction and collective purpose that Africa’s tourism can shape the future on its own terms confidently, creatively and resiliently. If we want more than numbers, we must demand more of ourselves and of our platforms.
The writer is the Chief Executive Officer, Kenya Tourism Board (KTB)