NAIROBI, July 9 (Xinhua) -- The Kenya Tourism Board (KTB), the state-run tourism marketing agency, said Tuesday it is leveraging on the public-private partnerships to spur the country's adventure tourism opportunities.
KTB Chief Executive Officer June Chepkemei said adventure tourism has demonstrated resilience and potential to tap more visitors into the country thanks to its adaptability and broad economic benefits that support local communities.
"Besides other attractions the country is long known for such as beach and wildlife, there are hidden gems that we can creatively promote through off-the-beaten-track locations during off-peak seasons," Chepkemei said in a statement issued in Nairobi, the capital of Kenya.
According to Chepkemei, recent statistics point to the growth of adventure travel underscored by its resilience and ability to support local economies, particularly amid the global travel resurgence from COVID-19.
She said Kenya has other diverse tourism experiences it has to offer including eco-friendly safaris, birding, hiking, water sports. "This would go a long way in spreading out visitors as well as revenues for broader benefits to our economy and communities," Chepkemei said.
She made the remarks during the inaugural meeting of the Kenya Adventure Tourism Product Club which was established by the board as a platform for collaboration in packaging and promoting Kenya's adventure tourism offering.
The KTB said through the club, it has identified various tourism experience owners in the adventure tourism sub-sector who will work closely with the board in showcasing Kenya's adventure tourism experiences to Kenyans and the world.
The members of the club are drawn from private and public sectors cutting across diverse experiences from running and kitesurfing, mountain climbing, trekking, canyoning and abseiling among others.
The club will act as a vehicle for promoting adventure tourism in the country, bringing together product owners and stakeholders to position adventure experiences as a key tourism niche with tremendous growth potential.
According to the KTB, the global adventure tourism market, which is currently valued at over 450 billion U.S. dollars, offers tremendous potential for destinations, especially as the tourism sector fully rebounds globally. ■