ケニアは、自国の観光資源を世界的に宣伝するため、「Experience Wonder」キャンペーンを導入した。この取り組みは、野生動物、冒険、文化、ビーチを強調し、多様な旅行者を引きつけることを目指す。ITBベルリン2026で発表され、2027年までに500万人の国際到着を目指す。
ケニアの観光当局は、「Origin of Wonder」ブランドプラットフォームを基盤とした「Experience Wonder」キャンペーンを展開した。この取り組みは、野生動物との出会い、アウトドアアドベンチャー、文化遺産、沿岸の美しさ、新しい旅行オプションを強調することで、ケニアを世界をリードする目的地として位置づけることを目指す。
Kenya aims to welcome 5.5 million international visitors annually by 2027, positioning sports tourism as a key showcase of the country’s unique offerings, with Kenya Airways at the forefront of flying fans and athletes from across the globe.
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Africa welcomed a record 81 million international visitors in 2025, marking an 8% increase and highlighting the continent's growing appeal as a travel destination. Nigeria emerged as a key contributor with over 1.5 million arrivals, joining nations like South Africa, Egypt, and Morocco in driving this boom. The surge is fueled by improved infrastructure and diverse attractions, boosting economic opportunities across the region.
Tunisia welcomed over 11 million international visitors in 2026, marking a record high for the Mediterranean destination. The United Kingdom emerged as the leading source market, surpassing Russia, Italy, China, France, and Algeria. This surge highlights Tunisia's appeal through its beaches, cultural heritage, and desert landscapes.
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New Zealand welcomed nearly 3.51 million international visitors in 2025, marking a 6% increase from the previous year and the first time surpassing 3.5 million since early 2020 border closures. This surge represents 90% recovery to 2019 peak levels, driven by visitors from Australia, the United States, and China. The growth highlights the country's appeal for nature-based and cultural experiences amid post-pandemic travel recovery.