AirAsia X to collaborate with Kenya Tourism Board

AirAsia X entered a strategic route marketing collaboration with the Kenya Tourism Board to boost connectivity between the Asian and African continents.

By doing so, the parties involved hope to drive tourism growth in both regions. 

The announcement comes just as AirAsia X is slated to launch its new direct flights connecting Kuala Lumpur to Nairobi on 15th November 2024, offering four flights a week. 

In line with AirAsia X’s commitment to working closely with local partners, the airline also partnered with Magical Aviation Services, its official general sales agent (GSA) in Nairobi, to ensure local expertise drives its operations in the region. 

This collaboration enables the airline to provide tailored services that meet the specific needs of Kenyan travellers, with Magical Aviation Services playing a key role in managing sales, marketing, and customer support. 

Further reinforcing its dedication to the Kenyan market, the airline has also opened its first sales office in Nairobi at Riverside Square, marking a significant milestone in its African expansion. This new office serves as a vital touchpoint for customers, offering on-the-ground support and sales services, and solidifying the airline’s long-term commitment to the region.

What does the partnership entail?

The collaboration between AAX and the Kenya Tourism Board includes joint promotional activities, coordinated marketing campaigns, and collaborative efforts to enhance travel experiences. 

Likewise, it aims to leverage the strengths of both organisations to attract more tourists and stimulate economic growth in both countries.

The East African Community (EAC) region set a goal to attract over 14 million international tourists annually by 2025, with Nairobi positioned as a major hub in its tourism strategy. The new flights will enhance Nairobi’s profile as a gateway to both regional and international travel, driving economic benefits and promoting cultural exchange.

The introduction of this direct route is also set to play a crucial role by offering Kenyan travellers convenient Fly-Thru access to Asia’s leading destinations through Kuala Lumpur. Moreover, in alignment with Malaysia’s upcoming Visit Malaysia 2026 campaign, this new route will bolster Malaysia’s appeal as a premier travel destination offering diverse experiences. 

Furthermore, Kuala Lumpur will serve as a key gateway for tourists from Nairobi, granting them direct access to Malaysia’s vibrant attractions, including its cultural landmarks, scenic landscapes, and thriving culinary scene.

A milestone all around

AirAsia X CEO Benyamin Ismail said of the collaboration: “This is a major milestone in our mission to connect Asia with Africa and opens up a world of travel possibilities between the two continents. [The collaboration] demonstrates our commitment to expanding travel opportunities and boosting tourism. This new route will play a crucial role in Kenya’s tourism growth and create new connections for travellers.”

Ismail added that, for other key routes like those for Australia and China, Nairobi will now be easily accessible, offering travellers new adventures in Africa and enhanced travel options via Kuala Lumpur. This route not only strengthens the airline’s global network but also supports the tourism goals of both Kenya and Malaysia.

Kenya Tourism Board chief executive June Chepkemei remarked that the collaboration would drive a substantial growth in tourism numbers to Kenya. This enhanced connectivity will stimulate economic growth and create new opportunities for local businesses, showcasing Kenya as a key destination for global travellers, especially from Asia. 

By facilitating easier access to Nairobi, the country anticipates increased tourism revenue and stronger cultural exchange, benefiting both Kenya’s tourism sector and its broader economy.

Chepkemei said: “The Asia Pacific region is a key source market for Kenya. The region saw over 320,000 travellers into the country in 2023, with India, China and Japan among the top drivers of visitor arrivals. Our goal through this collaboration is to ensure that we have more tourists coming from Malaysia and other regional destinations to Kenya.”