Govt to overhaul tourism marketing strategy

Kenya’s tourism marketing plan is set for an overhaul as the government seeks to boost tourist numbers.

After years of seeking to diversify from beach tourism, the government and the Kenya Tourism Board are set to place greater effort in getting tourists to the coast then offering safari and community engagement packages to them.

Tourism Cabinet secretary Najib Balala says the current marketing plan had failed to achieve desired results with the need to overhaul how to engage tourists.

“The first strategy development. The second one is marketing. We are changing the entire marketing strategy of the Kenya Tourism Board,” Mr Balala said.

Already two international consultants have been brought on board to change the marketing campaign, which will be launched in three months.

The ministry will be renewing its efforts on marketing beach tourism as its third pillar, which it will in turn use to sell its other tourism products.

“We know that if they are numbers to be increased it will be on the beach not at the Masai Mara,” he stressed.

The tourism chief said infrastructure along tourism locations will also need to be upgraded to put a shine on the product.