Kenya Tourism Board (KTB) has set aside Sh140 million for global advertisement campaigns as part of efforts to revive the sector that has taken a hit in the recent past.
Speaking at the 2015 International Tourism Bourse (ITB), in Berlin Germany, KTB Managing Director Muriithi Ndegwa said the campaigns will kick off from next month.
The media campaigns will showcase diversity of the destination in tourism product offerings mostly in key source markets in Europe, America, Asia, Africa, and the rest of the potential markets to Kenya.
He was speaking on the sidelines of the ITB exhibition in Berlin where Kenya is represented by more than 40 travel trade led by East African Affairs, Commerce and Tourism Cabinet Secretary, Mrs Phyllis Kandie to showcase Kenya’s tourism products.
Insecurity and perceived Ebola threats have negatively impacted on the Kenyan destination leading to low tourism activities especially at the Coast.
Further to these global media campaigns, KTB has also allocated over Sh15 million towards charter airline promotions and volume tour operators so as to improve on traffic to the destination.
Ndegwa noted that the coastal region has been badly hit by a drop in tourist numbers with scores of charters withdrawing from Mombasa route. “We shall partner with tour operators, charters and airlines for special offers with a view to creating interest for visitors to travel to Kenya,” he said.
Countries targeted for the charter campaigns include Germany, France, Italy, Benelux, Scandinavia, UK and Czech Republic.
Kandie said her ministry will enhance on collaboration with counties to identify unique tourism products that can be showcased in line with diversification strategy.
She said strong partnerships with the private sector are among the strategies that would help recover the sector.