This year the Magical Kenya Travel Expo 2023 will pave the way for the third edition of the East African Regional Tourism Expo (EARTE)
Kenya Tourism Board (KTB) has announced that the Magical Kenya Travel Expo (MKTE) 2023 will not take place this year. The board informed its industry stakeholders last week that the scheduled MKTE2023, which would have been the 13th such national event since its inception, will now be replaced by a larger, regional tourism trade show, the East African Regional Tourism Expo (EARTE).
MKTE has been through cancellations earlier, too, though mainly due to the Covid-19 pandemic. While in 2020, it was entirely cancelled, in 2021, like many other tourism trade shows, it was held only virtually.
Hence, this year, the Magical Kenya Travel Expo 2023 will pave the way for the third edition of the East African Regional Tourism Expo (EARTE). The much bigger regional travel fair brings together member states from the East African Community (EAC) to showcase of the region’s diverse tourism offering. The expo will take place from November 17 to 21 in Nairobi.
EARTE is held on a rotational basis by member states of the East African Community. While Tanzania hosted the first EARTE in October 2021 in Arusha, Burundi hosted the second edition in September 2022 in its capital Bujumbura. The implementation of EARTE is anchored to the East African Community Tourism Marketing Strategy (2021-2025), which is geared towards positioning and marketing the East Africa Community as a leading sustainable tourism destination in Africa.
In July 2021, EAC wildlife and tourism ministers approved the East African Community Tourism Marketing Strategy for the 2021-2025 period. The strategy spells out activities aimed towards positioning and marketing the region as a leading sustainable tourism destination in Africa. EARTE, which is held on a rotational basis by EAC member states is one such activity.
EARTE serves as a platform for promoting East African tourism on a regional and international scale. It highlights the natural beauty, cultural heritage, wildlife, and adventure opportunities that East Africa has to offer. By showcasing these attractions, EARTE attracts attention and interest from potential tourists, travel agents, and tour operators.
EARTE also encourages collaboration among East African countries to jointly promote the region as a tourist destination. This collaboration helps in addressing common challenges, advocating for policy reforms, and creating a favourable environment for tourism growth. By working together, the countries can leverage their collective strengths and overcome barriers to tourism development.
KTB has indicated that it will share more details on the regional expo with industry members in due course.
