We intend to share data on guest arrivals
What you need to know:
- We recognise the need, as an industry, to refine the collection of tourism data so as to capture specific information on bookings into hotels and visits to parks and other tourist attractions across the country.
- The new entrants have raised the bar in the sector, a healthy factor in encouraging excellence in service delivery.
Insecurity has no doubt adversely affected the tourism sector, as evidenced by the declining number of international arrivals in recent months.
At a press briefing last week, the Kenya Tourism Board (KTB) shared the latest international arrival figures with the media, showing an average four per cent decline for the first five months of this year as compared with 2013, which was one of the worst in recent times, especially in the first few months due to the general election.
The harsh impact of rising insecurity, coupled with negative travel advisories have been felt throughout the sector. In fact, we acknowledge that a number of hotels have reported much higher declines in bed occupancy. Indeed, some could be having as high as a 50 per cent decline or more.
However, the figures have elicited criticism, with a section of industry players saying they tell only a part of the story, and that the drop in tourist numbers is much bigger.
An article published in this week’s edition of the Sunday Nation raised issues having to do with how we capture the number of arrivals. We therefore wish to clarify this issue as follows.
MORE HOLISTIC INFORMATION
The figures that KTB uses, and part of which we shared with the media, are based on immigration data collected at Jomo Kenyatta International Airport, Moi International Airport, cross-border points, and the Mombasa port for cruise tourists.
In other words, KTB compiles data on arrivals based on the immigration cards. However, the international arrivals figures do not necessarily reflect the true number of tourists as these are visitors coming through the said entry points.
We recognise the need, as an industry, to refine the collection of tourism data so as to capture specific information on bookings into hotels and visits to parks and other tourist attractions across the country. This information needs to be collated and made available to reflect the actual situation.
Towards this end, KTB is working on a data-collection instrument in collaboration with industry stakeholders that will help in the collection of more holistic information. Moreover, this will help us gauge the efficacy of the ongoing tourism recovery initiatives.
When the Tourism Research Institute becomes operational, there will be a more holistic capture of performance in line with global best practices.
SUSTAINED PARTNERSHIPS
Over time, the gains made through deliberate and sustained partnerships with Kenya’s tourism private sector cannot be overemphasised. KTB continues to work with the private sector in key marketing initiatives, including international exhibitions, media familiarisation trips, and trade forums, just to mention a few.
We do, moreover, note that in spite of the current challenges facing the sector, investment in Kenya’s tourism has been growing.
The entry of new players in the market, including global brands such as Villa Rossa Kempinski, Best Western and Radisson Blu has confirmed the potential of Kenya in regard to tourism investment.
The new entrants have raised the bar in the sector, a healthy factor in encouraging excellence in service delivery.
It is notable that Meetings, Incentives, Conventions and Events (Mice) is one of the fastest-growing segments in the tourism sector and has helped improve the numbers of business travellers. This offers Kenya an opportunity to diversify its tourism products.
Mr Ndegwa is the managing director of the Kenya Tourism Board
