Kenya's tourism potential is yet to be well packaged and marketed globally, according to the World Travel Awards leadership.
This is despite Kenya’s continued strong recognition at the global arena, with local hotels, travel companies and hospitality sector entities winning big at this year’s Africa and Indian Ocean Gala Ceremony.
The function was held at the Kenyatta International Convention Centre (KICC), Nairobi, on Saturday.
While Kenya has for years marketed its products globally, positioning itself as a great beach and safari destination, its wider hospitality experience is not well known, WTA founder and president Graham Cooke said.
This is mainly on the lack of proper packaging of products and experiences in the world’s vast languages.
Kenya has for year’s focused or packaged most of its campaigns on English speaking destinations, while working with partners in French, Spanish, Indian and other major markets.
There has been little marketing strategies targeting markets such as China, Japan, and other languages.
According to Cooke, Kenya has great potential as a travel and business destination with unique products that add up to the beach and safari that the country is renowned for.
“Most people don’t know about your hospitality, people talk about budgets and marketing products but the secret is in the great hospitality and experience that a destination offers,” Cooke told journalists in Nairobi over the weekend.
He has challenged both the government and private sector to use social media platforms to package Kenyan experiences in more languages, even as he noted a tough and competitive market as countries push on post Covid recovery.
“Translate Kenya experience into the world’s languages… showcase what Kenya has to offer,” Cooke said.
In September, the tourism ministry launched promotional videos translated to some of the key tourism markets namely China, France, Germany, Italia, Spain and UAE countries.
Kenya Tourism Board (KTB), the country’s lead marketing agency is keen to use the product to sale destination Kenya in these markets.
“We intend to have these videos on all social platforms including YouTube, Instagram, Twitter, and even TikTok if possible,” KTB chief executive Betty Radier said.
Outgoing Tourism CS Najib Balala has been pushing for more unique products away from beach and Safari, while calling for more funds to be channeled towards marketing the country.
KICC was among the biggest winners at this year’s WTA awards in Nairobi, having been voted Africa’s leading meetings and conference venue for the fourth year running.
Nairobi also retained its position as Africa’s leading business travel destination.
Twiga Tours won Africa’s responsible tourism award and Kenya’s leading luxury safari company.
Bonfire Adventures was named Kenya’s leading travel agency, while Vila Rosa Kempinski Nairobi was Kenya’s leading luxury hotel 2022.
Radisson Blu Hotel and Residence wone Kenya’s leading residences 2022, while Sarova Stanley was named Kenya’s leading hotel.
Pollman’s Tours and Safari scoped Kenya’s leading destination management company 2022, as Baobab Beach Resort retained its position as Kenya’s leading family report 2022.
