CS Mutua calls for a radical Shift in Kenya’s Tourism Marketing Strategy.
Speaking at KICC, Tourism and Wildlife cabinet secretary, Alfred Mutua emphasised that the current tourism marketing model which focusses on a limited range of products and appeals to just a fraction of the potential clientele is unsustainable and urged for a more inclusive approach to expand Kenya’s tourist arrivals.
He stated,”There’s a need for a more comprehensive and dynamic approach to boost Kenya’s tourism industry. The current annual tourist arrivals of 1.4 million was insufficient and fell short of the industry’s massive potential. Kenya should set a formidable target of 5 million tourist arrivals by 2025. In 2021, international arrivals peaked at 870, 465 compared to 2022 where Kenya received 1,483, 752 arrivals, an increase of 70.45%.”
He also stated that in order to fully maximise the economic potential of our beautiful Nation and create more opportunities for our citizens, we must strive for more ambitious goals.
He highlighted that The tourism sector is Kenya’s gold mine waiting to be fully exploited, and current strategies fall short of harnessing its true potential.
He stated,” I underline the importance of diversifying tourism products on offer and emphasize that Kenya should not only focus on wildlife and traditional safari tourism, but also showcase its rich cultural heritage, pristine beaches, adventure tourism, and emerging markets such as eco-tourism.
“The world has changed and we need to adapt to these changes. Kenya is not just a wildlife destination. It is a diverse and culturally rich nation with so much to offer. Our marketing strategies should reflect that diversity and inclusivity,” he added.
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