Huge Sh140m tourism revival drive launched

More than Sh140 million has been budgeted for local and international campaigns to help revive the ailing tourism industry.

Kenya Tourism Board managing director Muriithi Ndegwa said on Wednesday American television channel, Cable News Network (CNN), had been contracted to carry out global advertising campaigns to woo back holidaymakers from the US, Europe, Asia and Africa.

He said the commercials would run on CNN for one year beginning this month highlighting Kenya’s diverse tourism offerings.

“The global advertising campaigns will help us reach traditional and emerging markets to increase the flow of tourists,” he said.

To be showcased are the popular coastal beaches, wildlife in the national parks and game reserves and diverse cultures.

Mr Ndegwa said the tourism board had also embarked on an aggressive drive to win back European chartered airlines and leading tour firms.

He said this targeted the source markets of Germany, France, Italy, Czech Republic and Scandinavian countries.

The campaigns include media and trade familiarisation trips, travel agent meetings and shows in the targeted source markets.

Locally, Mr Ndegwa said the board was working to encourage more Kenyans to go on holiday.

He added a vibrant domestic market would cushion the hotels during the low tourist season.

“We will capitalise on school holidays by encouraging Kenyans to go for holidays across the country,” he said.

He said this would be done through the “Tembea Kenya” campaign, adding that hotels and lodges had agreed to offer special holiday packages for domestic holidaymakers.

Other campaigns include creating avenues for county governments to hold tourism events to showcase their attractions.

“Domestic tourism remains a key driver to the revival of the industry,” he said.