Industry Supports Tourism Target Shift: From Volumes To Value

Our latest poll results indicate widespread industry consensus on the need for governments to shift focus from building tourist arrivals volumes to maximising the value generated per tourist.

An overwhelming majority of respondents 71 said governments should embark on this shift. Just 16 said No and the remaining 13 were Unsure.

The results come as the governments of Kenya and Tanzania announce record-breaking arrivals figures. Kenya welcomed an all-time high 2.4 million international arrivals in 2024 a 15 increase over 2023 and is targeting three million arrivals this year. Tanzania reported 2.14 million international tourists, which is 14 higher than 2023s record of 1.8 million.