Kenyan tourism operators have expressed concern that the US government’s decision to raise its travel advisory for Kenya to Level 3 could affect bookings from the North American market.
The advisory, issued on October 19, recommends American travellers reconsider travel to Kenya. Speaking at the recent Essence of Africa in Zanzibar, tourism stakeholders said Ebola-related headlines could further undermine traveller confidence in East Africa.
“The average traveller is not paying that much attention until they see the headlines but, once those headlines appear, the impact can be significant,” said David DiGregorio, Partner and Co-Founder of Rethink Travel Marketing.
DiGregorio said the challenge for Kenya is to prevent uncertainty from becoming a broader perception that East Africa is an unsafe destination.
“I do not think Kenya has reached that point and hopefully it will not,” he said.
He is concerned that travel advisers who lack reliable information may choose to recommend destinations outside the region rather than explain the actual circumstances to their clients.
“If buyers understand the situation, they can explain it accurately to their clients,” said DiGregorio. If they do not have that information, he added, they may say “Let us avoid East Africa this year and focus on Southern Africa instead.”
The consequences could extend beyond Kenya. DiGregorio recalled his experience working in South African tourism during the Ebola outbreak in West Africa when South Africa benefitted to some extent despite the outbreak being geographically distant. He cautioned, however, that the wider risk is that travellers could decide to avoid Africa altogether or postpone their holidays until the following year.
Call for advisory review
Mohammed Hersi, Group Director of Operations at Pollmans Tours & Safaris, said the priority is to communicate the health situation accurately without creating unnecessary alarm.
“Ebola is a frightening disease and we know it can be deadly. However, we need to communicate the situation accurately and avoid creating unnecessary fear,” he said.
Hersi expressed disappointment at Washington’s decision to raise Kenya’s advisory to Level 3, arguing that the move could negatively affect confidence and slow bookings.
He called for urgent engagement between the Kenyan and US governments to review the advisory in light of the latest public health information.
However, he acknowledged that the implications extend beyond the immediate diplomatic response. Once a higher-level warning is issued, travellers may reconsider their plans while tour operators face additional questions about safety, cancellations and contractual obligations.
“A higher advisory can affect confidence and slow bookings even if it does not automatically mean that travellers are entitled to refunds,” Hersi said.
The concerns come as the North American market continues to present opportunities for African tourism despite economic uncertainty and geopolitical tensions. DiGregorio said interest in travelling to Africa remains strong, particularly among luxury travellers, although converting that interest into confirmed bookings has become more challenging.
American consumers are asking tougher questions, scrutinising value and seeking greater flexibility and reassurance before committing to trips, DiGregorio added. The Level 3 advisory could add another layer of hesitation for travellers already weighing economic pressures and uncertainty about international travel.
