Published November 24, 2013
Kenya’s tourism industry is now targeting new markets with a view to fulfilling the desire to grow the number of tourists visiting Kenya from the current average of one million to three million by 2015.
Speaking in Kuwait, Ibrahim Mohamed, Kenya’s Principal Secretary for the East African Community, Commerce and Tourism, said the Kenya Tourism Board (KTB) and private sector players are also changing tact in how they sell Kenya as a destination to the new and potential markets.
He said one of the new marketing approaches that is already under implementation is the introduction of tailor-made packages that are informed by the specific areas of interest that people from a specific country look out for when they venture out as tourists.
Mohamed said that the new marketing approaches that will be carried out by KTB, partners such as Kenya Airways and private sector players, will also deepen the understanding of attractions in Kenya, thereby positioning tourism on a rapid growth plan.
He said that KTB will use its Market Development Representatives to carry out continuous research that will ensure that Kenya remains relevant to potential tourists from new markets.
“As Kuwaitis become more and more aware of the various travel opportunities available and as their appetite to explore new destinations grows, we see a positive situation where more Kuwaitis begin to explore Kenya as their new destination,” Muriithi Ndegwa, KTB’s Managing Director, said.
Although there are no direct flights between Kenya and Kuwait yet, the two countries are are well served by Kenya Airways as well as several Gulf carriers such as Emirates, Qatar Airways, Air Arabia and Etihad.