The Kenya Tourism Board (KTB) is leveraging Kenyan missions abroad to anchor its diaspora tourism campaign in a bid to increase tourism arrivals into the country.
Dubbed ‘Ziara Kenya: One Diaspora, One Tourist’, the campaign seeks to harness the over 3 million Kenyans in the diaspora to help market their motherland through their networks within the host countries.
The initiative is expected to boost tourism arrivals currently at 1.9 million to its target of five million by 2027, reinforcing Kenya’s position as a preferred travel destination.
In a meeting held at a Nairobi hotel bringing together key heads of departments from KTB and the Ministry of Foreign Affairs seeking to bolster Kenya’s tourism presence abroad, KTB CEO June Chepkemei said Kenyan missions abroad would play a crucial role in augmenting the campaign.
“Kenya has 66 missions abroad which represent our country. This existing infrastructure provides an ideal platform to position Kenya as the most attractive destination for international travelers,” said the CEO.
According to Chepkemei, the campaign will empower Kenyans living abroad to promote tourism within their social networks with incentives, which she said the board will work together with the travel trade to make it a reality.
“We will be working closely with the travel partners whom we are encouraging to put in place personalized travel packages, and incentives for referrals as a way of motivating Kenyans in the diaspora to join the campaigns,” Chepkemei added.
Director general Political and Diplomatic Affairs in the Ministry of Foreign Affairs, Eliphas Barine, reaffirmed the support of the Ministry to KTB in its programmes that are aimed at boosting Kenya’s tourism potential by aligning with regional and global tourism agendas.
He disclosed that Africa’s growing market presents immense opportunities, and Kenyans in the diaspora can play a critical role in drawing visitors to Kenya by promoting the country’s rich culture, wildlife, and natural beauty.
“We need to synergize as industry stakeholders to ensure that our mandate is realized, and Kenyans are served. The African market is becoming increasingly exciting, and with initiatives like the Africa Agenda 2063."
Bonfire Ventures managing director Simon Kabu lauded KTB for the Ziara-Kenya initiative, expressing hopes that it will enhance and bring into one-fold campaigns that the private sector has been undertaking to lure the Kenyans in the diaspora to promote their motherland.
He said the travel trade will rely on
KTB’s market intelligence to guide
their individual promotional packages
to attract visitation to the country.