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KTB sets aside Sh140million for global advertisement campaigns

BUSINESS
By Standard Reporter | March 9th 2015

NAIROBI, KENYA: Kenya Tourism Board (KTB) has set aside over Sh140 million for global advertisement campaigns as part of the recovery efforts to revive the sector that has recorded a drop in the recent past.

Speaking at the 2015 International Tourism Bourse (ITB), in Berlin Germany, KTB Managing Director Muriithi Ndegwa said the campaigns to be undertaken both below and above the line media platforms will kick off from next month.

“The media campaigns will showcase diversity of the destination in tourism product offerings mostly in our key source markets in Europe, America, Asia, Africa, and the rest of the potential markets to Kenya” said Ndegwa.

He was speaking at the sidelines of the ITB exhibition in Berlin where Kenya is represented by over 40 travel trade led by East African Affairs Commerce and Tourism Cabinet Secretary Phylis 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 coastal region.

Last week, Tourism Recovery Task Force handed over their report to Kandie detailing on recovery efforts that the government should give priority so as to revive the sector.

But yesterday Ndegwa exuded confidence that the campaigns and reassurance messages that have been put in motion would help in restoring back the sector whose performance dropped by -21 per cent  last year compared to 2013.

“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,” added Ndegwa.

He noted that the coastal region has been badly hit by a drop in tourist numbers with scores of charters withdrawing flights 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” explained Ndegwa.

Countries targeted for the charter campaigns include Germany, France, Italy, Benelux, Scandinavia, UK and Czech Republic.

Kenya will next month unveil the Turkana boy in Turkana County as part of the efforts to brand the country as the origin of humankind.

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