By Regina Manyara
Kenya Wildlife Service (KWS) and Kenya Tourism Board (KTB) have signed a memorandum of understanding that will see the marketing agency use material from KWS to market the country.
The deal that aims at intensifying the marketing of the wildlife product targets to increase arrivals ahead of the August general election.
Kenya is targeting to attract 5 million tourists annually in the short-term through intense marketing campaigns in new source markets in Africa, Asia and the Middle East.
Even though the country has been diversifying her tourism products to conference tourism among others, the safari product remains the main one in the eyes of tourists.
The deal that will see KWS and KTB undertake joint local and international media trips to expose the destination for safari product is expected to increase numbers in Kenya Wildlife Service managed national parks and game reserves.
KTB is calling on industry players to foster market intelligence sharing especially ahead of the August general elections.
The tourism ministry has drafted a new tourism strategy that is expected to tackle the issue of reduced international tourist arrivals during the low season.