The Kenya Association of Travel Agents (KATA), Rwanda Development Board (RDB), Rwanda Chamber of Tourism (RCT) and the East African Tourism Platform have signed a partnership that will see the development of business and leisure travel in the East African community.

The framework of the agreement is expected to enhance co-operation between the parties and improve the region’s competitiveness as a tourism destination.

As part of the agreement, the partners will collaborate on addressing challenges faced in the region’s travel industry and explore a range of solutions and initiatives that can help transform businesses in the sector, market the region’s tourism offerings to potential new travellers in new source markets, and promote regional travel.

The partnership will see RDB, RCT and KATA collaborate to implement Rwanda’s and Kenya’s tourism marketing and promotional programmes by conducting joint-marketing activities that will drive visitors to the countries’ attractions and experiences.

The bodies will also organise familiarisation trips and educational webinars to promote regional travel, thereby creating increased opportunities for private-sector actors in the travel industry.

Other activities agreed upon in the agreement include:

• To provide opportunities for exchanging knowledge, expertise and best practices on travel;
• To promote the exchange of familiarisation visits between Kenya and Rwanda;
• To engage other African regional blocks through the new Africa Continental Free Trade Area that was launched on January 1.

Commenting on the partnership, Clare Akamanzi, Chief Executive Officer, Rwanda Development Board, said: “We look forward to working more closely across the board with all the players in the travel and tourism industry as we look to increase tourism revenues and create more jobs within the sector. Kenya and Rwanda are already two of the most popular destinations for the growing regional tourism market and we look forward to having more people visit and taste the unique offerings in these destinations.”

Agnes Mucuha, Chief Executive, Kenya Association of Travel Agents, said this partnership placed Rwanda and Kenya on the path to becoming regional and continental leads in creating safe travel experiences, yet meeting the needs of travellers.