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Kenya Has More Than Beaches: 18 New Signature Experiences to Showcase the Country's Hidden Gems

• The signature experiences collection unveiled at Shamba Café in Nairobi adds to the 44 unique Magical Kenya Signature Experiences
• Kenya Tourism Board (KTB) acting CEO John Chirchir said Kenya has a rich and unique experience
• On his part, KTB board chairman Francis Gichaba observed that, for a long time, Kenya has been known for beaches, nature, and wildlife
• TUKO.co.ke's Current Affairs journalist, Dennis Lubanga has spent 12 years reporting on Kenya's tourism industry and climate change

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Nairobi – Kenya’s tourism industry has received a shot in the arm following the unveiling of 18 new signature experience collections in the country.

The signature experiences collection unveiled on Thursday, October 26, at Shamba Café in Nairobi adds to the 44 unique Magical Kenya Signature Experiences.

TUKO.co.ke understands that in 2015, a task force came up with a report that, among other things, recommended destinations, marketing strategies, and air strategies to grow the country’s tourism industry.

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Kenya Tourism Board (KTB) acting CEO John Chirchir, speaking at the event, said Kenya has a rich and unique experience that is less known to the local and international markets.

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“We therefore opened this partnership between the government and the private sector to bring to life the Magical Kenya Signature Experience,” he said.

What stakeholders should do to spur tourism

Through this, Chirchir observed that Kenya celebrates where it is coming from , where it is, and where it is headed.

“Since we are giving the world a glimpse of what Kenya has to offer, this means we need to put the traveler at the front. They know what they want. So, as a tourism destination, all stakeholders need to work together,” he added.

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Chirchir said there is a need for all tourism stakeholders to ensure that travellers get value for their money.

“Travellers are looking to be surprised and entertained. This calls for us to graduate our services and upscale country destinations. We need to understand the consumer because global tourism remains a competitive sector,” Chirchir said.

Tourism Principal Secretary John Olololtua, who spoke on behalf of his boss, Tourism and Wildlife Cabinet Secretary Alfred Mutua , reiterated that the new signature experiences would go a long way in driving the Kenyan tourism industry.

“This debate is very important and key to the transformation of the tourism industry in Kenya. Every sector of the government has a role to play in growing our tourism. Every signature experience that has been identified only means one thing, KTB has a key role to play in it,” said Olololtua.

On his part, KTB board chairman Francis Gichaba observed that, for a long time, Kenya has been known for beaches and wildlife .

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“But we are saying that we are more than that. We have just unveiled new gems that this country has to offer. We have attractions across all 47 counties. We are now looking at many more others, like culture, heritage, adventure, and horticulture,” Gichaba told TUKO.co.ke after the event.

How KTB will support new signature experiences

Gichaba said that, as KTB, they are encouraging all tourism players to come out and engage them.

“If you feel there is something you can offer, come out. Today, we have urged more people to sign up for the signature experience so that we can visit them and see what they have to offer. For those who qualify, we shall support them in marketing activities and take them beyond the country.”

He, however, singled out brand sustainability as their major challenge after unveiling the signature experiences.

“We would want to sustain these activities. But it would be a big shame if some of the experiences drop out because they can't sustain themselves or because of other reasons,” he added.

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Gichaba revealed that they thoroughly audited the new recipients before awarding them.

“We did this because we don’t want them to come as flushes in the pump. But we want to market their brands in Kenya and beyond moving forward,” he further explained.

Gichaba further said the new signature experiences were vetted and proved to have something advantageous to offer the country’s tourism sector.

Which are the new signature experiences

• Ol Pejeta Conservancy, Nanyuki
• Go Karting in the Rift Valley, Mai Mahiu
• Purple Tea Farm Experience, Thika
• Swimming with dolphins, Wasini
• Mugie Conservancy Experience, Laikipia
• Immersive Cultural Experience, Kajiado by Skyline Kajiado
• The Lake Nakuru Cliff Boat Experience, Nakuru
• Nairobi Street Kitchen Experience, Nairobi
• Horse Riding Experience in Maasai Mara
• 10,000 steps from farm to Cup, Kiambu
• Hot Air Ballooning in Maasai Mara
• Fort Jesus Sound and Light Experience, Mombasa
• Oserengoni Wildlife Sanctuary, Naivasha
• Salt Lake Safari Lodges, Taita Taveta
• Leopard Hill Savannah and Stars Experience, Maasai Mara
• Mahali Mazuri Experience, Maasai Mara
• Sosian Ranch Riding Experience, Laikipia
• El-Karama Family Experience, Laikipia

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In a related story, TUKO.co.ke reported that Kenya emerged among the top countries in this year's Africa Travel Awards.

The country was crowned ‘Africa’s Leading Destination’ in the World Travel Awards 2023 edition.

Nairobi City was named Africa's Leading Business Travel Destination 2023 , while the South African hub of Durban took the coveted title of ‘Africa’s Leading Meetings and Conference Destination’.

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Source: TUKO.co.ke

Kenya's tourism board is launching a partnership with TikTok

Kenya Tourism Board said it is keen to ensure MagicalKenya remains top of mind among consumers. Image:  Unsplash/Redcharlie

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Stay up to date:.

• Kenya’s tourism board on announced a partnership with the short-form video platform TikTok.
• The strategy is to retool traditional marketing strategies to raise its tourism appeal.
• South Africa, the main luxury tourist destination in Africa, is also gearing up to host African and overseas exhibitors during Africa Travel Week 2022.

Kenya is turning to a global youth audience to showcase the eighth natural wonder of the world—the great wildebeest migration—as Africa goes all out to ramp up international tourism numbers .

The east African country’s tourism board on Aug. 24 announced a partnership with the short-form video platform TikTok, as the Kenyan government leads Africa in retooling traditional marketing strategies to raise its tourism appeal .

“Together with TikTok, we can engage the world with content and experiences from any part of the country and drive more awareness of our country and wildlife, especially during this time when travel is limited with the aim of curbing the spread of the virus,” said Betty Radier, Chief Executive Officer of the Kenya Tourism Board.

The Latest UN World Tourism Organisation recovery tracker shows International arrivals to Africa have dropped by 81% since January on the back of uncertainty surrounding the pandemic and low consumer confidence.

A number of African countries are seeking to overturn those fears by rolling out major educational and investment campaigns to build the confidence of global travelers and once again lock in multi-billion US dollar tourism receipts.

Kenya Tourism Board said it is keen to ensure MagicalKenya remains top of mind among consumers by showcasing the country’s rich and diverse wildlife offerings. Through a collaboration with the International Fund for Animal Welfare, and Conservation International, the four-day campaign beamed from Masai Mara National Park starting Aug. 25, will also create awareness around biodiversity conservation and wildlife protection.

Kenya Tourism Board is positioning the country as a luxury travel destination to boost tourist footfall during the pandemic

Also this week, the east African country said it had begun a marketing strategy to position Kenya as a luxury destination in several key markets when it received 15 guests from the US on a $125,000 per person, 12-day luxury tour to four iconic African destinations.

Kenya’s Tourism and Wildlife cabinet secretary Najib Balala, who welcomed the tourists on the inaugural Roar Africa and Emirates Executive Private Jet Safari, said a focus on luxury tourism was crucial for a sustained recovery following Covid-19 related setbacks in the travel industry.

“The visit by this high-level delegation is testament to the fact that Kenya is a consideration to the niche luxury traveler who is attracted to specific experiences and offerings. Our goal is to build on this as we work towards expanding into different market segments in the short and long term,” Balala said in a statement.

The trip christened ‘Greatest Safari on Earth’ and organized by travel company Roar Africa and airline Emirates will see the high profile tourists experience the Great Wildebeest Migration in Kenya, watch Gorillas in Rwanda, visit the Victoria Falls in Zimbabwe and experience the pristine wilderness of the Okavango Delta in Botswana.

New World Wealth in its Africa Wealth Report 2021, ranks the Maasai Mara in Kenya, the Okavango Swamps in Botswana and Gorilla safaris in the Virunga Mountains in Rwanda among Africa’s top luxury tourist destinations.

The latest Allied Market Research predicted that the global luxury tourism market will reach $1.2 trillion by 2027 . It is not clear to what extent Covid-19 could derail that, however. According to New World Wealth, the luxury hotel sector “is one of the most important sectors in Africa as it brings a large amount of forex spending into the continent.”

South Africa, the main luxury tourist destination in Africa, is gearing up to host African and overseas exhibitors during Africa Travel Week 2022, slated for April next year. The conference is part of wider efforts to spark a post-COVID resurgence in travel on the continent.

Cape Town, a major luxury tourist destination in South Africa will play host to the conference. The event will showcase current tourism investments across the continent including in health and safety protocols geared to welcoming international visitors and renewed partnerships with local and international organizations to reignite tourism to the continent.

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“Africa Travel Week is the perfect platform for us to showcase, to the international market, how our tourism sector has adapted to the times and improved on our already world-class offerings,” said Cape Town’s Executive Mayor, Dan Plato in a statement.

With elections taking place in more than 20 African countries in 2019, the world’s youngest continent is facing a new era.

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In north Africa, Moroccan tourism officials in June projected the country will fill 3.5 million seats by end of September after it began reopening air travel by cutting down transport costs to facilitate the return of Moroccans residing abroad. The move has caused a mini tourism boom. Popular hotels that target high net worth individuals in Marrakesh are reportedly recording up to 100% in occupancy rates.

UNWTO’s Panel of Experts foresees a rebound in international tourism in 2021, mostly in the third quarter of 2021, driven by confidence-building initiatives, the easing of travel restrictions and the prioritizing of vaccination of key workers in the tourism markets.

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• Kenya-Re Towers, 7th Floor, Nairobi
• +254-020 2749000/2711262
• [email protected]

KTB is a state corporation established and regulated under the Tourism Act No.28 of 2011, sections 29-39. Prior to enactment of the Tourism Act, KTB (then known as Kenya Tourist Board) operated under Legal Notice No.14 of 1997. PRINCIPAL FUNCTIONS The Kenya Tourism Board mandate under the Tourism Act No. 28 of 2011 is to;

• Develop, implement and co-ordinate a national tourism marketing strategy.
• Market Kenya at local, national, regional and international levels as a premier tourist destination.
• Identify tourism market needs and trends and advise tourism stakeholders accordingly.
• Perform any other functions that are ancillary to the object and purpose for which the Tourism Board is established

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Kenya Tourism Board launches North American marketing campaign

Post date: Sep 12 2022

Date: Sep 12 2022

By: Travelweek

NAIROBI — The Kenya Tourism Board (KTB) has launched the first phase of a global marketing campaign in their strongest source market – North America.

The campaign, ‘Real Deal Kenya’, was developed to reinvigorate Kenya’s tourism industry by highlighting the wildlife, culture, and adventure activities available to the global visitor.

According to KTB CEO Dr. Betty Radier, the campaign is in line with the board’s strategy of making Kenya one of Africa’s top tourist destinations.

“This is not only a very timely and relevant initiative, but also an important part of our strategy for attracting visitation from abroad, as we regain our stability from the impact of COVID-19 pandemic,” she said.

The digital campaign in North America, launched by media-buying agency Dalh-Mac Group in partnership with Sojern, uses the companies’ data partnerships to deliver a variety of video content and display banners to audiences actively seeking travel inspiration.

In partnership with Kenya Airways, the campaign offers flight booking options as well as partner travel itineraries that suit different interests and budgets from seven operators – Africa Answers, African Travel, Audley Travel, G Adventures, Goway, Intrepid and Kensington Tours.

“Kenya Airways is proud to partner with Kenya Tourism Board,” said Julius Thairu, Kenya Airways Chief Commercial and Customer Officer. “As part of this campaign, we have offered customers the benefit of discounted fares on the nonstop flight between New York and Nairobi.”

Kenya has recorded an upward trajectory in arrivals with resumption of travels and other tourism business. Within the review period (FY 2021/22 July – June), Kenya welcomed 1,207,691 visitors, compared to 483,257 in 2019/20, representing an increase of 149.9%.

The Ministry of Tourism and Wildlife projects international arrivals to recover by up to 75% this year, with marketing initiatives being rolled out in various platforms.

‘Real Deal Kenya’ will be launching in other international markets the remainder of 2022.

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Tourist arrivals from South Africa up 38% on visa free plan

Kenya is among the top destinations pitching at the three-day wta africa expo in cape town..

• The number of tourists grew to 37,370 compared to 27,103 in 2022.
• Africa has a population of about 1.2 billion people

The easing of visa restrictions and enhanced travel trade partnerships are some of the strategies that have seen visitor arrivals from South Africa to Kenya record a 38 per cent growth.

The Southern African market by the end of last year registered 37,370 arrivals into the country compared to 27,103 in 2022, translating to a 38 per cent increase.

Kenya Tourism Board (KTB) together with 16 Kenya tourism travel trade are currently pitching camp at South Africa’s World Travel Mart (WTM) in Cape Town city to woo travellers into the destination.

KTB CEO June Chepkemei says that the recent visitor arrivals paint an encouraging picture of the potential to further grow the market through strategic partnerships and initiatives that would cement ties and provide the impetus for more travel between the two countries.

"As we take part in the 2024 WTM Africa, we are excited by the tremendous growth witnessed from South Africa and the larger African market that has continued to be an important visitor source for Kenya," said Chepkemei.

This, she noted, is buoyed by a raft of recent developments including the waiving of entry fees for passport holders from South Africa and other African Nations aimed at boosting tourism and attracting business into Kenya.

“As part of our strategy to grow more numbers in Kenya, we are well aware that the African continent is a low-hanging fruit to focus on as we nurture our footprint in a highly competitive global tourism landscape.

"Africa has a population of about 1.2 billion people, if we harness this potential well, we this continent can fully sustain our tourism sector," she added.

Kenya is among the top destinations pitching at the three-day WTA Africa expo that is taking place at the Cape Town International Convention Centre (CTICC), Cape Town from April 10 to 12.

At least 7,500 participants drawn from various markets globally and across the continent are expected to participate in the annual event It is one of the six shows under the WTM portfolio aimed at bringing the benefits and opportunities of the global industry expertise to travel professionals in Africa.

According to the KTB CEO, air connectivity and the diversity of the destination offering has made Kenya a preferred destination for the South African traveller.

She lauded national carrier, Kenya Airways, for enabling seamless air connectivity between Nairobi and South Africa, with the national carrier operating direct flights to Johannesburg and Cape Town.

“We are keen to working with more partners so as to firmly stamp our presence in the region and showcase all the facets that make Magical Kenya a destination of choice," added the CEO.

After a string of successful marketing initiatives including roadshows in the West African markets of Nigeria and Ghana as well as a charm offensive targeting East Africa travellers during the recent WRC Safari Rally, KTB has its sights set on marketing Kenya to fully tap into all facets of the African travel market.

In the latest tourism performance report, Kenya attracted 1.96 million arrivals in 2023 with a majority or 41 per cent share coming from the African market.

KTB aims to grow Kenya's market share in Africa to six per cent, buoyed by the potential presented by key events like WTM Africa to make further inroads.

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