The government is considering extending the validity of the Electronic Travel Authorization (ETA) system, according to Cabinet Secretary for Tourism and Wildlife, Rebecca Miano.
Proposed changes include allowing travelers to use the ETA for one or two years instead of renewing it at every entry point.
Kenya dropped from position 29 to 46 in the 2024 Africa Visa Openness Index, despite introducing a visa-free policy earlier in the year.
Challenges with the ETA system, such as delays and accessibility issues, contributed to this decline.
“We need to improve the ETA’s efficiency. Travelers recommend making it valid for multiple entries, lasting up to two years,” CS Miano stated in an interview with The Kenyan Wall Street.
The ETA system has faced criticism from Kenyans for complicating travel plans, especially for last-minute visitors.
It requires online applications that take up to three days for approval, which some argue contradicts the visa-free policy’s intent.
CS Miano emphasized that the system will be reviewed to address these issues rather than replaced.
The Ministry is collaborating with other stakeholders, including the Interior and Transport ministries, to streamline processes and improve Kenya’s ranking on the Visa Openness Index.
The tourism sector, recovering after the pandemic, contributes Ksh. 400 billion annually to the economy, provides 1.5 million jobs, and serves as a key forex earner.
Despite a 21% rise in international arrivals in 2024, competition from neighboring countries like Tanzania and Mauritius remains a challenge.
To strengthen the industry, Kenya is diversifying its tourism offerings beyond traditional safaris and beaches.
Plans include promoting cultural tourism, showcasing festivals and UNESCO sites, and investing in sports, nature, wellness, and agro-tourism.
Marketing will expand to attract visitors from Asia and the Caribbean alongside traditional markets in Europe and the US.
Kenya is also upgrading infrastructure, improving hospitality standards, and accrediting hotels to meet international expectations.
CS Miano noted that 45% of tourists visiting Kenya are influenced by recommendations, emphasizing the importance of creating memorable experiences to attract more travelers.
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