AFTER successfully initiating a campaign to drive inbound tourism through foreign missions abroad, Kenya is now eyeing Nairobi-based embassies to help promote the destination in their respective countries.
Kenya Tourism Board is courting the foreign missions to boost tourism, with a keen eye on both existing, emerging and new potential markets.
Chief executive June Chepkemei yesterday said the move is part of the government’s plan, led by KTB, to maximise destination Kenya’s marketing opportunities as the country eyes to hit new highs on international arrivals which hit a record 2.4 million last year.
“KTB partners with Kenya’s missions abroad and foreign missions in Kenya to boost tourism. Together, we are promoting Kenya’s rich attractions globally,” Chepkemei said when she met met with Middle East missions in Kenya to explore collaborations.
The partnership with diplomatic missions (embassies and consulates) to promote tourism and other aspects of the economy is in addition to traditional marketing campaigns, including digital, mainstream media and international exhibitions to position Kenya as key destination.
These missions play a crucial role in attracting foreign investment, facilitating trade and generally improving Kenya's global standing.
KTB is also spearheading a campaign dubbed "Ziara Kenya: One Diaspora, One Tourist," which aims to harness the influence of over 4 million Kenyans living abroad to promote their homeland as a premier tourist destination, in partnership with foreign missions.
Chepkemei has emphasised the crucial role of Kenya's 66 embassies and consulates in the initiative, which is expected to significantly increase tourism numbers in the medium-term.
The country targets to hit at least five million international arrivals by 2027 which according to the Tourism Research Institute (TRI), it will translate to earnings of about Sh800 billion.
Earnings from the sector last year increased to Sh452.2 billion up from Sh377.5 billion the previous year, with a target of hitting Sh560 billion this year on 3 million international tourists.
Based TRI research, Australia, Canada, Korea have shown potential to help add to international arrivals, in addition to traditional leading markets of US, Uganda anmd
"They are markets to heavily invest in. Others with good potential are countries in Eastern Europe like Poland, Czech Republic and others which we need to give more attention,” TRI acting CEO David Gitonga told the Star.
The Rebecca Miano-led Tourism and Wildlife ministry is keen to position Kenya as a leading global tourism destination, through actively implementing strategies to achieve this target, including investing in infrastructure, marketing efforts and enriching tourist experiences, which also comes with a benefit to local tourist related businesses.
According to the International Air Transport Association, international tourists to Kenya are estimated to contribute $1.9 billion (Sh244.8 billion) annually to the economy through the purchase of goods and services from local businesses.
