Kenya to launch Sh5.2bn global tourism campaign

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.

READ: United Nations endorses Kenya as safe tourism destination

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.