The Government of Kenya is seriously thinking about implementing a tourism policy that can attract travellers of a certain age, which represents a considerable slice of income in every tourist destination in the world and which Kenya has been missing in recent years, compared to past seasons.
The Minister of Tourism Najib Balala announced that by the end of 2020 some rules will be in force regarding entry and stay facilities for all over 55 and pensioners, but he also proposed an interesting novelty for the elderly (over 75) who intend to stay in Kenya for medium-long periods.
"Currently, visitors over 55 represent only 12% of the total number of foreigners hosted in Kenya - explained Balala - facilitating entry and stay in this age group can fuel the hope of greater earnings. Our goal is to exceed the quota of 200 billion shillings, increasing from about 165 billion reached in the last two years".
So here is the program: fixed visas for six months, renewable for all over 55 and medical insurance for the over 75 who will decide to stay for periods longer than two weeks in the country.
"We want to create a system that can encourage pensioners to come to Kenya - adds the Minister of Tourism - also because these are people who are looking for a hospitable place where they can spend the money from their pension, they certainly do not come to steal our work.
This is why Balala will also set up ad hoc marketing to attract pensioners and make them understand that Kenya has all the characteristics to be their "second home".
"Our country is already known as a destination for relaxation, nature and good food. Of places to visit and hospitality - explains the Minister - pensioners also travel all year round and can stay for a long time in a place where they are comfortable. We aspire to increase the offer of markets like the United States, Great Britain, India, China, and then Germany, France and Italy, which are our main tourists".
Special attention will be paid to older visitors. Balala explained that it will be necessary to guarantee the over 75s adequate medical insurance coverage and a list of affiliated hospitals that are close to tourist destinations.
The Ministry of Treasury will be called to allocate more funds to increase this type of tourism, which also relies heavily on services: not only health care but also comfortable and clean hotels and facilities and experiences suitable for them, not only safaris in the savannah.
According to the most important travel sites, pensioners are the best customers for the world's tourist destinations, in addition to being the ones who travel the most and at all times of the year, they are also the ones who spend the most. Spas and restaurants are at the top of their list. Most of them, moreover, easily become "repeaters", i.e. they tend to stop and return to a place where they have already been and are comfortable.
In Kenya, tourists between the ages of 25 and 44 make up 59% of total visitors, but they don't spend as much as the over 45s who don't exceed 40%.