Why our athletes, KQ are best ambassadors to brand Kenya

There is no doubt that Kenya has unique attributes that if well-packaged can produce a world-class brand. The question however is: Are we doing enough to brand our country? For an economy likes ours that relies heavily on tourism and which depends immensely on foreign investment, the need for tip-top branding cannot be overemphasised.

In fact, it is the lifeline of the economy. Thus, the entities charged with branding Kenya have to be in their element to produce a gleaming image that captures the imagination of global travellers and investors. Before the disturbing trend of terrorism incidents held it to ransom, tourism was a leading foreign exchange earner.

But even before terrorism led to a sharp decline in the sector’s earnings, stakeholders were in agreement that Kenya’s massive potential in this sector was far from being attained. Now that the industry is performing dismally, it is time to go back to the drawing board and critically think of ways to turn the country into a premier safari spot.

Although it is not difficult for potential visitors to locate Kenya on the global map, a lot remains to be done. But branding is more than just enabling prospective tourists to locate the country on the world map. We must whet their appetite for travel to the country by nicely packaging the breath-taking menu of tourism products on offer and the enormous investment opportunities available.

Our best ambassadors have for long been our athletes. Every time they lead a field of top world marathoners or smash long-standing records, they draw attention to what we have to offer. Many visitors from across the globe have toured Kenya just to have a feel of the country that has produced so many world-class athletes.

Kenya’s face

The country has made commendable efforts to tap these heroes and heroines to project the country’s image positively. Indeed, sports tourism has steadily been gaining traction. Kapsabet, Nandi Hills, Eldoret and Iten are favourable for training. Thanks to the high altitude there, foreign athletes come to train with our world beaters. These foreign athletes ought to be our brand ambassadors themselves, given that they come and stay in the country for a fairly long time.

Kenya Airways presents the other fundamental branding tool. The airline can be transformed to be our true face in Africa and the rest of the world. The national carrier flies to numerous destinations globally. There is no reason why its touch downs cannot be used to fly the country’s flag high. KQ is one of the biggest airlines in Africa in terms of aircraft fleet and number of routes it operates. The airline can project the best of Kenya’s face if its terminals abroad are organised, efficient and sparkling clean.

The key players in the business of branding Kenya are Kenya Tourism Board, Brand Kenya and Kenya Investment Authority. Kenya Airways ought to be added on this list. Despite the challenges it is currently facing, KQ has outstanding strengths the country can cash in on.

In a recent aviation forum in Nairobi, Deputy President William Ruto and Transport Cabinet Secretary Michael Kamau urged all Government officials to fly KQ whenever they travel. It is a pity that Government officials have to be wooed to do what they should be doing out of patriotism. Currently, the national carrier, which is essentially the face of Kenya, is experiencing a biting lack of passengers and as Kenyans, we need to contribute in every way to keep it afloat.

Officials of the Brand Kenya, KTB and KenInvest should take the lead in flying KQ. And in flying the airline, they must demonstrate that they are the image of Kenya. Whenever I travel outside the country, I not only unfailingly fly KQ; I am always in Kenya-branded outfit.

I am always asked questions about Kenya by foreigners who easily notice that I am a Kenyan. Regular travellers, therefore, represent another important opportunity for the agencies charged with the role of sprucing up our image. They can be the country’s ambassadors.

Kenyans who travel a lot out of the country for business and other engagements know that marketing Kenya is not as aggressive and robust as it should be.

—The writer is a member of China-Dubai Traders Association. jameskariuki@icloud.com