Kenya targets global tourists

Two months before tourism leaders from Africa and other parts of the world convene in the Kenyan capital of Nairobi to discuss the future of African tourism during the 40th Africa Travel Association (ATA) Congress, Kenya is set to launch a Kshs 5.2 billion tourism marketing promotion to woo global tourists.

Coupled with the recent visit of the American President, Barack Obama, to Kenya and endorsement from the United Nations World Tourism Organization (UNWTO) as a safe destination, Kenya is now looking to raise its tourism portfolio in the world through a strong marketing blitz.

Reports from the country’s capital, Nairobi, said the marketing blitz will be targeting Europe, America, Asia, and Africa comprised of a tourism advertising drive through global media channels and the hiring of a public relations firm to promote the Kenya’s image across the world.

The 40th ATA Congress to be taking place from November 9-14, is yet a milestone event that will expose Kenyan tourism to other African states which are partly a source tourism market to this East African fast-growing economy.

Tanzania, a closer neighbor to Kenya, is among the African countries in which Kenya tourism is looking to market her rich tourist attractions and services to visitors. Tanzania is a host destination for tourists from Southern Africa states.

The “Magical Kenya” campaign will as well target Nigeria, Ghana, South Africa, Uganda, Angola, and Ethiopia, reports from Nairobi said. Kenya is well-connected to those key African states through her national airline, Kenya Airways.

With its hub in Nairobi, Kenya Airways stands as the leading African air carrier connecting Eastern African states to Central and West African states. Nigeria, South Africa, and Ghana are the leading African tourist source markets for Kenya.

Kenya will also target emerging markets of China, India, and countries from the Gulf such as the United Arab Emirates.

“The government’s goal is to ensure that tourism recovers as soon as possible to help create jobs, foreign exchange, and economic growth,” said Kenyan Tourism Minister, Phyllis Kandie.

Kenya, through the campaign to be launched this month, will also target emerging markets of China, India, and countries from the Gulf such as the United Arab Emirates.

During his recent visit to Kenya, the UNWTO Secretary General, Dr. Taleb Rifai, said he was confident with the security situation in Kenya and was looking to see this African safari destination making great strides in tourism.

“I am confident of the Kenyan destination. I can even bring my family tomorrow,” he said.

Marketing her rich tourism as “Magical Kenya,” this African safari destination offers an abundance of wildlife opportunities, as well as an astonishing diversity of landscapes and cultures.

Kenya is the founding member of the Africa Travel Association, while the Kenyan government shares a special connection with ATA. The first ATA Congress in Africa was hosted in Kenya in 1976, and the Kenyan government has fostered a tradition of hosting the ATA Congress every ten years.

“Our partnership with ATA is very important as the United States of America remains a significant source market for Kenya. The Kenya tourism industry is looking forward to welcoming ATA delegates for a successful conference in November to highlight all the country has to offer,” said Hon. Kandie.