- The Cabinet Secretary said the Kenya Kwanza administration is committed to improving earnings from tourism sector.
- Ministry is keen on encouraging local tourism, especially among the youthful generation.
Image: ENOS TECHE
Radio Africa Group and the Ministry of Tourism, Wildlife and Heritage have entered into a partnership geared towards making Kenya a top tourism destination.
The deal was struck when Cabinet Secretary Peninah Malonza led a delegation from the ministry in paying Radio Africa Group a courtesy call at Lion Place in Nairobi on Friday.
Malonza regretted that Kenya had not been able to fully exploit its tourism potential over the years yet it is endowed with wildlife, historic sites and rich culture.
“We were doing very well back in the days when we were the top foreign exchange earner but the rains began to beat us at some point. Now we are at number four and I am told livestock has even overtaken us,” the CS said.
Radio Africa CEO Patrick Quarcoo said corporate organisations also have a responsibility of promoting various sectors of the economy.
“We have a responsibility as a company to also market Kenya. I am happy that the government is talking to us about it,” he stated.
Quarcoo said Radio Africa was ready to partner with the ministry to increase tourist numbers.
“For every dollar you invest in us, we will give one dollar in the campaign. We see massive opportunities in the partnerships and we will be suggesting a few things and you will guide us,” he assured.
Radio Africa Group Chief Operating Officer Martin Khafafa, Events Manager Somoina Kimojino, Chief Marketing Officer Caroline Mutoko and Head of Content Paul Ilado accompanied Quarcoo at the meeting.
Malonza on the other hand was accompanied by top officials from the Kenya Wildlife Service, National Museums of Kenya, Kenya Tourism Board, Bomas of Kenya and Kenya Tourism Research Institute.
The Cabinet Secretary said the Kenya Kwanza administration is committed to improving earnings from the tourism sector.
Malonza added that the government debt headache would competently be addressed if tourist numbers soar.
“Kenya will not need to borrow because we will have enough money for development and recurrent expenditure,” she added.
She added that corporate organisations need to work with the Kenya Kwanza administration to better the lives of citizens.
Malonza named France, the Netherlands and UAE as some of the countries that have prospered because of tourism.
“We have so many products to offer yet many countries are doing better than us,” she stated.
She said tourism is a sector the country can earn so much revenue from without injecting too much money into the industry.
The Cabinet Secretary said her ministry is keen on encouraging local tourism, especially among the youthful generation.
“We will not focus on the traditional markets. We will be targeting the young generation because they make up to 65 per cent of the population,” she explained.
Malonza pointed out that marketing strategies need to be changed to tap into new groups.