Uganda as one of Kenya’s leading source markets is currently ranked number one in Africa in terms of arrivals into Kenya. In 2019 Kenya received 215,894 visitors from Uganda.
The key contributing factors for getting more Uganda visitors are:
- the open borders, Ugandans need only an ID/resident permit to travel to Kenya,
- the bulging millennial population in Uganda,
- trends on group travel,
- enhanced accessibility – operating flights: KQ, Jambojet, Rwanda Air and Uganda Airlines which launched a direct flight to Mombasa last year.
- aggressive marketing campaigns that have been rolled out in the market by KTB in the last four years, namely the #TugendeKenya consumer digital campaign which was spearheaded to interest more Ugandans to visit Kenya.
The long-term goal for the Market is to make Kenya the top of mind holiday destination for Ugandan travellers. This will ultimately increase the value and volume of tourists that Kenya gets from the Market.
In 2020, KTB is focused on creating awareness and driving conversion thereby increasing total Uganda arrivals to Kenya. A Co-op Marketing Campaign is to be implemented this year (February) to build into this strategy focusing on Kenya’s core experiences ideal for regional travellers, which include-
- Beach getaways
- Special Occasions – Weddings & Honeymoons
- Short breaks e.g over long weekends
- Meetings and events
Target Consumer and Markets
Nairobi and the Kenya Coast remain popular destination for the regional travellers. In most cases, place brands such as Diani, Mombasa, Nairobi are becoming more popular than the overall country brand.
In Uganda, the following segments are targeted: –
- Standout Explorer – 18 – 35 years’ old
- Glamorous Travellers – 35 – 55 year olds – Class AB
The Uganda traveller will mostly travel for business with a mix of leisure and visiting family and friends. Spend on holiday for Ugandan traveller will be between USD 1,000 and USD 5,000. Approximately 1 in 6 travellers are likely to spend more than USD 5,000.