Kenya is safe and now open for business, said the country's tourism cabinet secretary Phylis Kandie as she declared open the 5th edition of the Magical Kenya Travel expo at the beach resort of Diani on Thursday.

“We love selling the Kenya experience and the presence of 170 hosted buyers from 35 countries tells the world that Kenya is now open for business,” stated Kandie.

The move to host this edition of the expo at this Kenyan coast was to show tourists around the world that despite having been misunderstood when the country took the brunt of insecurity following the Westgate massacre in Nairobi that led to travel bans, the country is safe - and has always been safe - despite the other challenges it  faces.

“Kenya was facing an international problem. We were clearly misunderstood. And we never felt more alone when this happened. But now the air has been cleared, the misunderstanding removed and the vital tourism sector’s take-off once again is inevitable. And we are ready to welcome business and leisure travelers alike,” added Kandie.

Global travel accounts for almost 10 per cent of global GDP, and is an industry that has been enjoying uninterrupted growth barring unforeseen situations.

For Kenya, tourism is the cornerstone of its economy and the billion-dollar industry accounts for 12.5 per cent of the economy and provides one in 10 jobs. Thousands are employed in the sector and Kenya knows that it needs to go all out to keep the magic alive.

The East African nation is expanding its global reach and will now speak not just to a sophisticated audience from Europe to the US, Asia and across the African continent, but also to a mid-level audience.
Backpackers, culture and history buffs, nature lovers and water sport enthusiasts are now welcome with tour operators here having restructured their pricing and offerings to draw visitors who want more than just the wildlife, stated Kandie.

A new rebranded global campaign “Make it Kenya” was launched in Milan last month to send the tourism message to the world even as its capital Nairobi gets ready to host the WTO. The arrival of Pope Francis next month will be another shot in the arm for Kenya’s tourism industry.

All indications signal a turnaround in the fortunes and its recovery plan shows clear signs of improvement and rapid growth. There’s clearly optimism in the air. The past has been forgotten and the future looks rosy.

“We are looking at year-on-year six per cent growth,” said Kandie. “Yes, we have challenges and it comes with the territory, but we are determined to tackle all issues confronting the country,” she added.

Kandie pointed out that Kenya had taken several key measures such as the newly launched e-visa that allows visitors to get an online visa in three simple steps.

"Though, there are some technical difficulties with this option, it will soon be sorted out. But visitors can still get a tourist visa on arrival and for $100 you can enter three East African countries," she explained.

"A regulatory authority has been set up to keep a close eye on hotel standards and the results are already showing. Standards have risen considerably. Yes, we are doing everything possible to ensure we get tourism back on track,” she added.

Kwale county tourism executive Adan Sheikh said the hosting of the event right at the shores of its idyllic white sandy beaches that have won international recognition and accolades from the travel industry is a positive move.

"Recovery is a slow process, but recover it will. Kenya’s zeal and resilience to market her tourism products to an even wider global market, coupled with the many initiatives being taken by the Kenya Tourism Board and the support of the government will ensure the magic is kept alive," he added.