The Ministry of Tourism & Wildlife has launched a new strategy which will guide the recovery and growth of the country’s tourism sector in the next five years.
Dubbed “the new vision for Kenya’s tourism”, the strategy will provide a road map for the sector and will shape the future of Kenya’s tourism industry by providing a framework that details how to successfully develop sustainable tourism in Kenya.
The five-year plan comes at the backdrop of a challenging environment occasioned by the Covid-19 pandemic and will serve as a blueprint that guides the country’s development efforts in the sector over the next five years. A key component of the new plan is to diversify away from the country’s dependence on Safari and Beach tourism.
The plan highlights four main pillars to actualize this which are: branding, marketing, experiences and enablers. Branding Kenya as a destination starts with a clear articulation of why visitors should travel to the destination in the first place. Marketing then builds on the value proposition by identifying channels that are most effective at delivering this message to key target markets around the world. Specific initiatives will then be developed for each channel, including digitalization across the tourism spectrum and creating sustainable standards that align with global trends.
The strategy seeks to promote Kenya as a multi-product destination with diverse offerings to enable it to have a competitive edge against other competing destinations.
