Kenya’s tourism fraternity will join other industry players this week at the leading world’s leading travel trade show, ITB, in Berlin, Germany, with a reassurance message.

According to a press release from Kenya Tourism Board, over 40 industry players mainly from private sector will exhibit along KTB at the four day global travel exhibition, which starts on March 4th at the Berlin convention. The Kenyan delegation will be led by the Cabinet Secretary for East African Affairs, Commerce & Tourism Mrs. Phyllis Kandie, accompanied by the Principal Secretary in the State Department of East African Affairs, Mr. John O. Konchellah, and the Managing Director of KTB Mr. Muriithi Ndegwa, among others.

“We will be in Berlin to let the world know that Kenya is open for business and position the country as the ultimate holiday destination. The destination has faced some challenges recently and we have to rebuild confidence to sell amongst the trade,” said Mr Ndegwa.

He noted the delegation will push for the revision of travel advisories and reassure the market that the country was safe.

ITB is the world’s leading travel trade show and one of the key international events that KTB participates in, annually. The event draws thousands of trade buyers, exhibitors, media and delegates from across the world. The event is an ideal platform for the Kenya’s tourism fraternity to showcase what the country has to offer and reassure the market.

In 2014, ITB attracted a total of 10,147 companies and organisations form over 180 countries with 174,000 visitors, including 114,000 trade visitors, participating in the four days event.

KTB has also planned to participate in major road shows in key markets including India, Nigeria, China and South Africa, which are growing to be key source markets.

Last month, teams from the Board travelled to Netherlands, China, India and Australia with a reassurance message.