The Kenya Tourism Board (KTB) has unveiled a new marketing strategy that seeks to reposition Kenya as a premium experiential destination in Africa.
At a well-attended Stakeholders Forum held last week at the Radisson Blu hotel, KTB’s Chief Executive Dr. Betty Radier announced that the organization was embarking on a transformational journey that would see Kenya implement at least fourteen initiatives aimed at attracting and retaining new tourists visiting the country. Top among them include implementation of a program to support the development of the country’s top and signature experiences, implementing a safari and innovation programme, developing and packaging the culture and heritage product and implementation of a framework for engagement between KTB and stakeholders.
Speaking at the same forum, Cabinet Secretary for Tourism and Wildlife Hon Najib Balala, who officially launched the strategy challenged tourism stakeholders to think innovation and tourism. “It is no longer possible for travel and tourism providers or even destinations to continue thinking that its business as usual. Innovation and change and the ability to quickly respond to emerging issues are critical success factors for the industry today”.
The Cabinet Secretary outlined initiatives the government had implemented in the last three years to catalyze the revival of the industry and asked private sector to complement government efforts by investing in the industry. “Our first priority must be to fix and refresh our tourism product and reinvigorate our engagements with key source markets in order to attract new visitors. We are targeting more than 4 million visitors by 2020 and I hope that this new strategy will enable us achieve this target”, he said.
Other speakers at the event included Permanent Secretaries for Tourism and Wildlife, former KWS director Julius Kipngetich, Angela Miller, Director of Marketing Holden Safaris L.A, Halona Padiachy, from PATA, Muna Hadda, Cultural Tourism Expert from Jordan, Damian Paul Cook, Digital Consultant among others.
KATA was represented at the meeting by Chairman Mohamed Wanyoike, Vice Chair Shazmin Manji, CEO Nicanor Sabula, Board members Rosemary Kaittany and Florence Maina among other members.Back to news articles