Kenya appeals to domestic travelers to revive tourism industry

NAIROBI, July 4 (Xinhua) --

Kenya has appealed to tourism stakeholders to focus on domestic visitors so as to revive the industry that had previously been affected by COVID-19 travel restrictions.

The Kenya Tourism Board (KTB) also called upon Kenyans to embrace domestic travel, explore new experiences, and contribute to the growth of the local tourism industry. "By doing so, we not only contribute to the growth of the tourism industry but also sustain the food chain and ensure the economic sustainability of the hotel industry," KTB Chairperson Francis Gichaba said in a statement issued on Tuesday in the Kenyan capital of Nairobi.

The statement came as the "You Deserve A Holiday" campaign, which was launched by the KTB in 2022, marks an impressive milestone, with 108,963 bed nights sold to date and generating revenue of 1.09 billion Kenyan shillings (7.74 million U.S. dollars) since its launch one year ago.

The tourism sector is one of the leading foreign exchange earners alongside horticulture, tea, and Diaspora. Tourist arrivals stood at 1.48 million in 2022, a 70 percent increase as compared to 2021. This earned Kenya 1.90 billion U.S. dollars, up from 1.02 billion dollars in 2021.

Gichaba, who was speaking during the domestic activation drive held in Nairobi, emphasized the importance of domestic tourism in supporting local communities and economies. He noted that while the campaign has already achieved significant milestones, there is still much potential to explore.

The KTB official said communities and towns have sprung up because of domestic tourism, which he said is supporting various sectors of the economy. "We are creating new destinations through the 'You Deserve A Holiday' campaign as we encourage Kenyans to explore their own backyard," Gichaba said.

Since its launch in June 2022, the "You Deserve A Holiday" campaign has successfully partnered with more than 20 industry stakeholders, including tour operators, airlines, and hoteliers.

These collaborations have resulted in comprehensive travel packages designed to offer seamless experiences for domestic travelers. The campaign aims to penetrate potential areas within the domestic market and sustain long-term demand for domestic travel through joint marketing initiatives, such as golf tour series, mall activations, corporate visits, church activations, and media promotions.