Market Development Factors for American Travel to Kenya

The Republic of Kenya gains growing popularity as a tourism destination which offers abundance tourism resources. However, to Americans who are the world’s top spenders in outbound international travel, Kenya is still not a popular travel destination. It is obvious that there is a huge room for Kenya to attract more US travelers. This research explored the attractiveness of Kenya for US travelers and examined the US tour wholesalers’ efforts on promoting the destination and their tour products. An analysis toward the visual contents and the “key words” used by the US tour wholesalers in promoting Kenya, as well as a questionnaire, have been conducted to understand the ability of Kenya to attract American tourists. An overview of Kenya and its tourism system is provided to support the research findings preliminary. This paper also provided several recommendations to help attract more American tourists travel to Kenya