Tourism expected to grow by 3 per cent after recent efforts to market the sector

A boy takes photographs of a giraffe Kisumu's Impala Park on August 20, 2015. Tourism officials are confident that recent efforts to market the sector locally will boost growth by 3 per cent. PHOTO | TOM OTIENO | NATION MEDIA GROUP

What you need to know:

  • Kenya Tourism Board says contribution of bed nights by the domestic visitors is expected to grow from the current 47 per cent to 50 per cent by next year.
  • The Tourism ministry has also stepped up marketing campaigns to lure more foreign visitors to the country.
  • The Tourism ministry launched a Sh30 million SMS campaign to woo domestic travellers as part of its recovery strategy.

Tourism officials are exuding confidence that recent efforts to market the sector locally will boost growth by 3 per cent.

Kenya Tourism Board (KTB) says contribution of bed nights by the domestic visitors is expected to grow from the current 47 per cent to 50 per cent by next year.

The rosy projection by the State agency comes barely weeks after Cabinet Secretary Najib Balala said the sector could recover fully in two years.

Mr Balala said enhanced security and an increased budget to finance marketing activities would reinforce Kenya’s image as a tourist destination giving the sector a much-needed lift.

The Tourism ministry has also stepped up marketing campaigns to lure more foreign visitors to the country.

According to KTB director of marketing Ms Jacinta Nzioka, domestic tourism has the potential that needs to be harnessed.

SH30M SMS CAMPAIGN

“This is a rich market that has all the potential for growth, and with our various marketing means that we have put in place, we shall grow the sector to the next level,” says Ms Nzioka.

Ms Nzioka spoke on Friday last week after presenting prizes to the first five winners of the ongoing tourism promotion campaigns.

The Tourism ministry launched a Sh30 million SMS campaign to woo domestic travellers as part of its recovery strategy.

KTB company secretary Allan Njoroge said the initiative will have a direct impact on domestic tourist numbers as it supports the ongoing efforts to position the country’s tourist attractions to the local audience.

The eight-week campaign will see couples and individuals win prizes which will include two nights and three days to various attractions locally.

Mr Njoroge called on hotels to offer affordable packages to the local market to cushion the industry during the low season.

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