The Tourism Ministry targets to increase international tourist arrivals to five million in the next three years, it has affirmed, as it moves to implement a five-year sectoral strategic plan.
This will see increased marketing campaigns with the US remaining a key target market, amid an aggressive charm offensive on existing and emerging markets.
The plan is under the ministry-wide Strategic Plan 2023-2027 unveiled by Tourism and Wildlife CS Rebecca Miano in Nairobi yesterday, which also includes incorporating the youth into the industry.
Themed, “Transforming Tourism and Wild life for Sustainability, Resilience, and Inclusivity,” the strategic plan’s goal is to market, promote and position Kenya as a premier tourism destination and home of human origins, the CS noted.
“To attract global travellers, our Ministry has partnered with the Ministry of Foreign Affairs to activate the One Diaspora, One Tourist Campaign. Through it, we aim to amplify digital nomadism and popularise remote work opportunities. This initiative will rope in Kenyans in the diaspora in getting visitors to our shores,” the CS said.
Kenya is also marketing its newly formed nine regional tourism circuits under the Tembea Kenya initiative which according to the ministry, it redefines travel in Kenya away from the traditional safari and beach products by bringing inclusivity of other products across the country.
To elevate Kenya’s Incentives, Conferences and Exhibitions space, the ministry is fast-tracking the establishment of the National Convention Bureau to anchor the sector firmly.
“This coupled with clear prioritisation of the development of world-class MICE infrastructure across the country should give Kenya the facelift we need moving forward,” Miano said.
Transforming Kenya Utalii College into a centre of excellence of
global standards, operationalising Ronald Ngala Utalii College and
expanding opportunities in the
global hospitality job market are
also in the cards.
