Kenya launches five-year tourism strategy

Thursday, 01 Jun, 2022 0

Kenya’s Ministry of Tourism & Wildlife launched a new strategy which it says will underpin the recovery and growth of the tourism sector for the next five years.

Dubbed ‘the new vision for Kenya’s tourism’ the strategy will detail a road map for the sector and will shape the future of sustainable tourism in Kenya.

Speaking during the launch yesterday, Tourism and Wildlife Cabinet Secretary Najib Balala said the strategy was an important part of his ministry’s mission to accelerate economic transformation.

“The strategy was developed with a clear vision of propelling the sector to newer and higher heights.”

“It fully captures the Magical Kenya tourism brand and highlights the opportunities that the sector can leverage to ensure growth,” Najib said.

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 -: branding, marketing, experiences and enablers.

It calls for promoting Kenya as a multi-product destination with diverse offerings to compete with its neighbours and other emerging destinations.

It also aims at diversifying tourist flows into Kenya from the traditional Europe and North America markets to emerging markets such as India and China.

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Ray Monty

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