The Kenya Tourism Board (KTB) has launched a groundbreaking nationwide campaign aimed at promoting Kenya’s diverse tourism offerings by highlighting hidden gems beyond the traditional circuits. This initiative marks a significant step towards showcasing the country’s untapped potential in tourism while encouraging more travelers to explore unique destinations.
In collaboration with the Tour Operators Society of Kenya (TOSK), KTB is championing sustainable tourism practices and establishing tourism information centers at key entry points across the country. This effort not only enhances the accessibility of information for visitors but also reinforces Kenya’s position as a premier travel destination.
KTB Chief Executive Officer June Chepkemei acknowledged the vital role played by tour operators, particularly within the Micro, Small, and Medium-sized Enterprises (MSMEs) sector, in unlocking Kenya’s full tourism potential. She highlighted the importance of leveraging partnerships to identify hidden gems and support entrepreneurs driving innovation in the tourism sector.
The campaign aligns with Kenya’s ambitious target of reaching three million visitors this year, building on the impressive 2.3 million tourist arrivals recorded in 2023. By diversifying tourism products and enhancing destination marketing, KTB and TOSK aim to strengthen regulatory frameworks and foster sustainable growth in the industry.
As part of the collaboration, nationwide promotion campaigns will include roadshows, familiarization trips, and digital marketing strategies to showcase Kenya’s hidden gems to both local and international audiences. These initiatives are expected to further boost the visibility of Kenya’s unique offerings and attract more visitors to explore the country.
This partnership is a significant milestone for the MSME sector and tour operators in Kenya. TOSK Chairperson Daniel Mbugua emphasized the importance of converting marketing efforts into tangible results, such as increased bookings and bed nights. By working together, KTB and TOSK are setting the stage for a transformative era in Kenya’s tourism industry.
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