KTB bets on cricket popularity to attract Indian tourists
The Kenya Tourism Board (KTB) has taken its tourism marketing campaigns to India, banking on the sub continent’s favorite sport, cricket.
The state tourism marketing body has sponsored the Rising Pune Supergiant that plays in the Indian Premier League (IPL) to the tune of Sh25 million, hoping to capture millions of potential tourist.
Sports marketing as increasingly become an important advertising platform for tourism.
KTB chief executive officer Betty Radier said the board will undertake a number of product awareness campaigns around the popular cricket tournament in an effort of diversifying Kenya’s traditional source markets.
“We hope that this association with one of the leading teams in IPL will drive consideration for Kenya as a preferred holiday destination among cricket fans in India”, Dr Radier said.
KTB will work with two of the world’s top tour operators, Thomas Cook and Odyssey Travel, on a series of activation.
Dr Radier said KTB had also rolled out a social media campaign around the tournament targeting at least five million consumers.
In 2016, the number of tourists from India rose by 28 percent to 64,611 tourists indicating the potential from the region.
KTB targets at least five million tourists from India through the advertising deal.
Tourism has been on a recovery path, but initial projections indicate a decline in 2017 owing to the upcoming general elections.
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