Kenya is a resilient destination

Beach weddings are very popular among British tourists visiting Kenya. Here Brits tie the knot at Turtle Bay Beach Club in Watamu.

Undaunted by the negative publicity generated by recent attacks on the Kenyan coast, the diaspora is promoting Kenya in Britain in the true spirit of twasonge mbele, and in the firm belief that the unrest will cease and tourism will again become a leading revenue earner for the country.

The year-round good weather and the fantastic combination of world-class safari experiences and pristine beaches will ensure that travelers continue to pick Kenya for their vacations. There is a strong conviction that Kenya can easily attract more than 10 million visitors annually if aggressive promotion is done abroad.

Kenyans in Britain have taken to the social media in a big way to extol the beauty of Kenya and its rich cultural heritage and to promote the country as a vibrant tourist destination. While there is no denial that Kenya’s image has been dented by the recent terrorist attacks, the feeling is that this is the time to stand up to those who are hell bent on destroying the country.

Kenyans here are acutely aware that the Western media and governments have driven away tourists. But they have seen these fears before. Warnings are short-lived, and once the dust has settled down, they will return in full force.

Jack Waiyaki is at the forefront of this campaign.

On August 8, his Bedford-based company Ultimate Kenya Experience is taking a big group of Kenyans from the UK to the Masai Mara to watch the world’s most cherished natural spectacle – migration of wildebeests.

Waiyaki’s company offers tailor-made safaris to Britons with superior accommodation and professional tour guides. Recently, it also organised a tour to the Masai Mara for tourists from the US.

“The fact that Kenyans abroad like to holiday back home and experience the wildlife there speaks volumes about the potential market that can be tapped to boost tourism,” says Waiyaki.

“We are encouraging the diaspora to support the tourism industry by taking tours when they visit Kenya, and also treat their relatives and families to parkvisits.”

He feels that Kenyan tourism can be boosted through the Ministry of Tourism and festivals such as Smithsonian Folklore Festival in Washington DC.

Must see destination

“There are so many festivals in the UK where our Government can have stands and reach out to many potential visitors, such as the 300,000 people attending the Glastonbury Festival. Though ours is a different approach to marketing the country, our efforts compliment the Ministry of Tourism’s work.”

Nairobi-born Jane West is actively involved in promoting Kenyan tourism and the Turtle Bay Beach Club to British tourists through her company, the International Hotel and Destination Marketing (IHDM) in Claygate, Surrey.

Despite the negative press coverage, she says, “Kenya is a destination here to stay. It has strong and traditional links to the UK and an above average ratio of returning visitors.”

The Foreign and Commonwealth Office advisory, issued in May, “led to market consolidation and the cancellation of the only charter flight from the UK. However many guests do still wish to travel and can do so via a number of direct daily flights between the UK and Nairobi. Britain remains the most influential single market for inbound tourism to Kenya, with the country firmly entrenched as a ‘must see’ holiday destination. Many British travelers return on a regular basis so are well informed as to how the travel advisory and unrest only affect a tiny portion of this vast, beautiful country.”

Jane stresses the importance of educating tourists about the true state of the safety and security situation in Kenya, and specifically the Coast, so they can make informed decisions.

“What often happens is that a destination is labelled as safe or unsafe, without delving deeper into the details. The media play an important role in this process, and responsible reporting is of paramount importance to convey a true reflection of what to expect whilst on holiday in Kenya.”

Joash Robinson, owner of the fast-growing London-based Kenya Coffee House chain, believes that despite the negative publicity he has a mission to continue painting a positive image of the country.

Positive image of kenya

“Ours is probably the only Kenyan restaurant in the UK that has been distributing Kenyan tourism brochures to customers. We have given out more than 6,000 copies and show clips and documentaries of Kenyan holidays as they tuck into their meals or enjoy their coffee.”

He said in the past months many clients have booked their holidays in Kenya and sought his advice on places to visit. “We have not heard any of them having cancelled their travel plans.”

Ms West is confident that things will improve soon.

“The fact that the Kenya Government has allocated 12 per cent of the annual budget to security, which represents a massive increase on previous years, shows how seriously they are about tackling the current situation. They have also earmarked Sh2.1 billion for international marketing and support to assist recovery in all markets globally. The faster these funds are put to use, the quicker their positive effects will be felt.

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