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Tourism board eyes regional markets for growth

PS for Tourism John Ololtua interactiing with the rally drivers at the Masai Mara. The drivers had a chance to go on a Ballon Safari as well as experience a bush breakfast experience.

The Kenya Tourism Board (KTB) is targeting to increase its marketing activities in order to boost arrivals from the region.

Through the use of local influencers, KTB expects regional countries to contribute a significant portion of 5.5 million arrivals and $6.3 billion in tourism earnings by 2028 according to KTB Chief Executive Officer June Chepkemei.

Chepkemei says strategic deployment of marketing assets such as influencer marketing and media outreach is critical in unlocking new markets within the East African Community (EAC).

“With a shared history and cultures, the EAC region is uniquely positioned to offer diverse, multi-country itineraries that capture the imagination of travelers. By collaborating with influencers and media from key markets, we can shine a spotlight on the breadth of experiences available across the region and inspire new interest in visiting,” said Chepkemei.

The EAC region has set a goal to attract at least 14 million international tourists annually by 2025, from 7.2 million in 2019.

The strategic marketing campaign unveiled by the board has brought together renowned social media influencers and key media outlets from EAC member countries with an aim to elevate destination visibility, ignite travel interests, and unearth new growth prospects.

The influencers are expected to market key attractions across various tourism hotspots spanning from Nairobi, Mt. Kenya, the Maasai Mara, Amboseli, Lake Naivasha, Lake Nakuru as well as the Coast.

“We have tailored exclusive itineraries for the influencers and media contingent to showcase the diversity of experiences Kenya offers. With their large social media following and ability to create trending content, we are confident that collaborating with these key personalities will catalyse interest in visiting Kenya,” added Chepkemei.

Uganda, Tanzania, Somalia, and Rwanda emerged among Kenya’s top ten tourism source markets last year with potential for growth.

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