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Kenya focused on diverse tourism products and selling signature experiences to global visitors


Kenya is blessed with many tourism offerings that excite travellers from across the globe. Dr. Betty Radier, CEO, Kenya Tourism Board (KTB) is hopeful that their vast authentic Kenyan tourism products are capable to offer an outstanding experience to suit today’s transformed travellers. Along with this, they are tediously working to keep the destination in mind of the travellers with various initiatives and international events while assuring them that Kenya is safe and ready to welcome them back when travel resumes.

Prashant Nayak

Kenya remains optimistic as they continue to ensure the safety of both their citizens and travellers through the vaccine rollout, safeguarding the country through the implementation of health and safety protocols for all to abide by, air bubble agreements as well as border and air space closures as mitigation and containment measures. KTB also continues to monitor travel sentiment to ensure the destination remains suited to emerging travel trends and preferences through product developments and diversifications as well as brand communication enhancements that aim to resonate with the target audience and the present and ever-changing business environment.

Discussing being optimistic in these difficult times, Dr. Betty feels that there are many factors to this positivity. “Over the COVID-19 crisis period, Kenya has continued to enhance the visitor experience through enhanced tourism products – ‘Magical Kenya Signature Experiences’ (MKSE), improved wildlife conservation, enhanced infrastructure, acceleration of vaccination against COVID-19, country’s exposure through international events like WRC, MKO, Olympics for destination awareness and enhanced destination equity. The ongoing vaccination of hospitality workers, adherence to health protocols in our tourism facilities continues to reassure us. Kenya is also set to host key international sporting events including IAAF under 20, for the month of August and will attract the participation of over 60 countries from across the globe,” says Dr. Betty.

According to Dr. Betty, continuous adherence to COVID-19 protocols in all tourism facilities as guided by the Ministry of health remains key to mitigating against contracting and spread of coronavirus and these measures will offer safe travel and environment in both in leisure and MICE segments when travel resumes.

In terms of emerging trends in India, Dr. Betty shares, “KTB has noted a growing preference for experiential travel, value and health-conscious consumers, the role of Tier I cities remaining crucial drivers of outbound travel with Tier II and III emerging as high potential outbound travel cities. There is also the rise in solo travel in line with the social distancing measures in place.”

KTB has continued to work with the private sector to create compelling and experiential packages for potential travellers this is evident in their recently launched ‘Magical Kenya Signature Experiences’ in February 2021 which introduced an additional twenty-nine (29) interactive and authentic experiences thus bringing the total number of experiences within the collection to forty-four (44) for visitors to the destination to enjoy and create memorable experiences through.

Kenya has also continued to host international events with restrictive measures such as the Magical Kenya Golf Open and Kenya Savannah Classic in March as well as the World Rally Championship and African Rally Championship in June, thus showcasing the destination’s ideal positioning as an events destination. The Government and Private sector have also continued to adhere to the health and safety protocols with the aim of ensuring Kenya remains a safe travel destination.

“We also continue to work closely with the Indian travel trade to ensure they are well versed on the destinations diverse tourism offering, Kenya’s tourism sectors strategic direction as well as creating networking and business opportunities with their counterparts in Kenya as we continue to focus on tourism recovery,” concludes Dr. Betty.


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