The Kenya Tourism Board (KTB) has rolled out a nationwide campaign to promote Kenya’s diverse tourism offerings by highlighting hidden gems beyond traditional circuits.
Through a collaboration with Tour Operators Society of Kenya (TOSK), KTB aims to establish sustainable tourism practices and set up tourism information centres at key entry points.
KTB Chief Executive Officer June Chepkemei emphasized the role by tour operators within the Micro Small and Medium-sized Enterprises sector in unlocking Kenya’s full tourism potential.
“Our tour operators are at the forefront of promoting Kenya as a destination therefore this pact creates a framework for us to work closely with TOSK, leveraging their expertise in identifying hidden gems across the country and beyond that, supporting upcoming entrepreneurs in the tourism sector,” she said.
Last year, Kenya recorded 2.3 million tourist arrivals with the government now targeting three million visitors this year.
Through the partnership, Kenya targets to diversify tourism products, enhance destination marketing, and strengthening regulatory frameworks to foster sustainable growth.
“Even as we continue to advocate for development of tourism infrastructure, new products, greater marketing, the power of partnerships and collaboration, we also want to recognize and appreciate the immense growth that has already been registered in the sector over the past few years,” added Chepkemei.
The two entities will further collaborate on nationwide destination promotion campaigns through roadshows, familiarization trips, and digital marketing strategies to showcase Kenya’s hidden tourism gems.
“This partnership marks a great stride, specifically for MSMEs and tour operators in Kenya. While KTB is mandated to market the Magical Kenya brand globally, we will focus on converting that marketing into sales and bed nights, to realize the ambitious targets we have set,” said Daniel Mbugua, TOSK Chairperson.
The collaboration also focuses on promoting sustainable tourism practices, setting up tourism information centers at key entry points, and advocating for favorable tourism policies.
