21 Jul 2025

The Go Blue Kenya Tourism and Cultural Heritage delegation recently participated in Africa’s Travel Indaba 2025, one of the continent’s leading travel trade shows, held in Durban, South Africa. The delegation showcased coastal Kenya’s rich cultural heritage, explored strategic partnerships, and gained key insights to strengthen Community-Based Tourism Enterprises (CBTEs) and enhance the region’s visibility in international markets.

Delegation Members

The Go Blue Kenya delegation comprised three representatives drawn from project grantees and the Jumuiya ya Kaunti za Pwani (JKP) Secretariat:

  1. Nick Angore – Jumuiya ya Kaunti za Pwani

  2. Peter Njuguna – Tourism and Hospitality Lead, GDI

  3. James Weru – African Pro-Poor Tourism Development Centre (APTDC)

The delegation participating in the event

Overview of Africa’s Travel Indaba

Africa’s Travel Indaba is a premier African leisure tourism trade show, owned and hosted by South African Tourism. The event is designed to create market access for a diverse range of African tourism products. It features a three-day trade exhibition, preceded by the Business Opportunity Networking Day (BONDay), which facilitates thought leadership, knowledge exchange, and updates on global tourism trends.

The 2025 edition was held at the Inkosi Albert Luthuli International Convention Centre in Durban, offering a rich cultural and professional environment against the backdrop of Zulu heritage, vibrant markets, and a dynamic urban setting.

Purpose of Participation

The primary goal of participating in Africa’s Travel Indaba was to position coastal Kenya’s cultural heritage as a complementary offering to the region’s well-established beach tourism. The delegation aimed to promote cultural experiences while exploring opportunities for collaboration with international tourism stakeholders. A key focus was enhancing the visibility of Micro, Small, and Medium Enterprises (MSMEs) and Community-Based Tourism Enterprises (CBTEs) under the Tourism and Cultural Heritage (TCH) component of the Go Blue project.

The participants posing for a picture on their exhibition booth during the event

Travel and Arrival

The delegation departed Kenya on 11th May 2025, transiting through Bole International Airport in Ethiopia and Johannesburg before arriving in Durban. They arrived in time for the exhibitor setup scheduled for 12th May.

Key Learnings from the Trade Show

  • The exhibition featured hundreds of participants from across East and Southern Africa, including airlines, accommodation providers, and suppliers such as glam tent manufacturers.

  • Most exhibitors were travel agents seeking global partnerships.

  • Several women-led SMEs showcased and sold artisan products directly at their booths.

  • Municipal tourism promotion boards partnered with hospitality companies to highlight their destinations.

  • Strong potential exists for collaboration between South African municipalities and Kenya’s coastal counties.

  • CBTEs require strategic partnerships with tour operators to be integrated into mainstream tourism circuits.

  • Digital visibility is critical—CBTEs should integrate with global platforms like TripAdvisor, Booking.com, and Request.com.

  • Public liability insurance is essential for CBTEs to manage risk and gain credibility with international visitors.

Peter Kibe, a TCH grantee, one of the participant posing for a picture during the event.

Engagements and Contacts Made

The delegation held strategic discussions with various organisations, with potential for future collaboration:

Impact Summary

  • Initiated dialogue with tour operators to feature coastal cultural products in global travel packages.

  • Began fast-tracking market-ready CBTEs for integration with global booking platforms to improve visibility and access to international markets.

  • Connected CBTEs with service providers offering insurance and marketing tools to boost sustainability and professional standards.

Recommendations and Takeaways

  1. Plan participation at least two months in advance to optimize logistics and preparation.

  2. Encourage CBTEs to carry physical products (e.g. crafts, carvings) for on-site sales and display.

  3. Leverage local hospitality partners in host countries to ease logistics—such as Zilko Tours (Kenyan-owned) in South Africa.

  4. Recognize Africa’s Travel Indaba as a high-impact platform for B2B networking and SME visibility.

Event Highlights

1. Conference Sessions
The team attended a session on Sustainable Tourism, where a travel agency showcased its climate-friendly travel initiatives—ranging from electric vehicles to biofuels and clean transport systems.

2. Event Organization
The exhibition was well-structured, though limited information at help desks (e.g., exhibitor directories) occasionally made navigation challenging.

3. Learnings from Durban
A guided city tour revealed Umhlanga as a secure, clean, and dedicated tourism zone. This highlighted the importance of creating safe, well-managed tourism enclaves, an approach coastal Kenyan counties could adopt to improve visitor confidence and experience.