Politics and policy
Phyllis Kandie, CS for East African Affairs, Commerce and Tourism. PHOTO | FILE | NATION MEDIA GROUP
By MATHIAS RINGA
In Summary
- The drive, targeting Europe, America, Asia and Africa, is expected include a global advertising drive through global media channels and the hiring of a public relations firm to promote the country’s image.
Kenya is set to launch a Sh5.2 billion tourism
marketing promotion to woo global tourists on the back of recent
President Barack Obama visit and endorsement from the UN.
The drive, targeting Europe, America, Asia and Africa, is
expected include a global advertising drive through global media
channels and the hiring of a public relations firm to promote the
country’s image.
Kenya will also target emerging markets of China, India and countries from the Gulf such as the United Arab Emirates.
In Africa, the campaign will begin in Nigeria,
Ghana, South Africa, Uganda, Tanzania, Angola and Ethiopia in a
multi-pronged strategy that seeks to shorten the tourism sector’s
recovery time that experts say could stretch to two years.
The Treasury was expected to release the marketing
billions this month. “The government’s goal is to ensure that tourism
recovers as soon as possible to help create jobs, foreign exchange and
economic growth,” Tourism secretary Phyllis Kandie
The number of visitors coming to Kenya fell by 25.4
per cent in the first five months to 284,313, compared to 381,278 in
the same period last year.
The UK, a key source market for Kenya’s tourism,
recently downgraded its travel advisory against most parts of the Coast,
including Mombasa, Kilifi and Watamu.
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