Hoteliers split over plan to hire PR firm to repair Kenya’s image abroad

Tourism stakeholders are divided over Government plans to appoint an international public relations firm to help improve Kenya’s image abroad.

The country’s reputation as a top tourist destination in Africa has taken a beating as incidents of insecurity increase.

Last week in Mombasa, during a meeting of north and south coast tourism stakeholders convened by the National Tourism Task Force Recovery team, a section of attendants welcomed the move while others cautioned over plans to hire foreign public relations experts to shape Kenya’s image.

The task force’s chairperson, veteran hotelier Lucy Karume, said the Government is finalising plans to engage the services of a reputable international PR firm that will work with the country’s top tourism marketer, Kenya Tourism Board (KTB), to help turn the focus away from the negative aspects of destination Kenya.

“We are looking as early as [this week] to sign up the PR firm to basically handle issues of Kenya’s image globally,’’ she said.

Confirming the development, the Director of Communications at the Ministry of East African Affairs, Commerce and Tourism, Kaplich Barsito, said the international PR firm would be engaged for a period of one year.

“This is part of the campaign by the task force and has already been factored into its deliberations,’’ he said.

Desired results

But some Coast tourism stakeholders feel the plan will not achieve the desired result.

“It is a waste of resources. Our image as a nation is fine. What we need to sort out once and for all is security,” said hotelier George Swanya of Tiwi Hill Park Resorts in South Coast.

He said if insecurity is not addressed, the efforts of a PR firm would be in vain.

Sam Ikwaye, the Kenya Association of Hotelkeepers and Caterers (KAHC) Coast branch executive officer, said the move to hire an international firm is good in theory. However, considering the challenges the economy is facing and the time constraints, the company would need to work miracles to add value to the tourism sector.

“A section of the travel industry feels that this task should be given to local firms or associations that understand the day-to-day dynamics of the country,’’ Mr Ikwaye said.

He added that the task force committee would have the final say, and their decision would be based on the idea that an international PR firm would be better received by the global market.

Ann Murungi, the director of sales and marketing at Villa Rosa Kempiski and Olare Mara Kempiski, applauded the decision to bring on board an international firm to market the country.

“As a unit operating in Kenya, we have lost, in a span of just over a week, business deals worth over $15,000 (Sh1.3 million) from cancellations after the Mandera bus massacre,’’ she said.

Ms Murungi added that while domestic tourism can sustain the industry for a while, it would not be enough to make up for the plunge in international visitor arrivals.

BALANCED NEWS

She said there aren’t any good stories coming out of Kenya, but an international PR firm could ensure the news that circulates abroad about the country is balanced and well-packaged.

“Kenya as a destination has outlived the sympathies of international travellers. Initially, despite the challenges, people would still come, but things are now the complete opposite.’’

Silas Kiti, the Kenya Safari Lodges and Hotels (KSLH) acting general manager, said the Government ought to ensure it flexes its muscle on matters security.

“There is a lot more we can achieve if we have security for all,’’ he said.