AirAsia X (AAX) has joined forces with the Kenya Tourism Board to enhance connectivity between Asia and Africa and drive tourism growth for both regions.

The Route Marketing Collaboration coincides with the upcoming launch of AAX’s new direct flights connecting Kuala Lumpur to Nairobi, set to commence on November 15 with four weekly flights.

The collaboration between AAX and the Kenya Tourism Board includes joint promotional activities, coordinated marketing campaigns, and collaborative efforts to enhance travel experiences. It aims to leverage the strengths of both organisations to attract more tourists and stimulate economic growth in both countries.

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. This new route will also bolster Malaysia’s appeal as a premier travel destination offering diverse experiences, with Kuala Lumpur serving as a key gateway for tourists from Nairobi, granting them direct access to Malaysia’s attractions, cultural landmarks, scenic landscapes, and culinary scene.

AAX has partnered with Magical Aviation Services, its official general sales agent in Nairobi, to ensure local expertise drives its operations in the region, allowing the medium-haul low-cost carrier 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.

In addition, the airline has also opened its first sales office in Nairobi at Riverside Square, which serves as a touchpoint for customers, offering on-the-ground support and sales services, and solidifying the airline’s long-term commitment to the region.

Benyamin Ismail, CEO of AirAsia X said: “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. For our other key routes such as Australia and China, Nairobi will now be easily accessible, offering new adventures in Africa and enhanced travel options via Kuala Lumpur. This route not only strengthens our global network but also supports the tourism goals of both Kenya and Malaysia.”

June Chepkemei, CEO of Kenya Tourism Board added: “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.”