The Tourism ministry has earmarked Sh900 million for revamping the ailing sector.Tourism Cabinet Secretary Phyllis Kandie said part of the funds will be used for global marketing and branding campaigns aimed at improving the country’s image in key tourist source markets in Europe and the US to boost international arrivals.
She noted that the campaigns will help counter negative publicity which has portrayed Kenya as an unsafe destination following terror attacks in Mombasa and Lamu counties some months ago.
Remaining funds, Mrs Kandie added, will be spent on reassurance drives in the UK, US, Germany, Italy and France to win back the confidence of European holidaymakers.
The minister said the tourism recovery plan comes at an opportune time when calm has returned at the Coast which is the centrepiece of tourism in the country.
Tourism Cabinet Secretary Phyllis Kandie holding talks with American tour operators in
New York. The Tourism ministry has earmarked Sh900 million for revamping the ailing sector.
“In order to revive the tourism sector, the government this financial year has set aside Sh900 million for the implementation of the tourism recovery plan,” she said.
“We aim to reassure potential holidaymakers from our traditional source markets and the emerging markets that Kenya is safe.”
The CS said the government had stepped up security in all the tourist destinations across the country to protect visitors.
In an interview with the Nation at Voyager Hotel in Mombasa, Mrs Kandie called on tourism stakeholders and the public to support the government’s efforts to sustain the calm enjoyed in the country.
On Monday, the minister said the government would seek a review of the travel advisories which were issued by some Western countries to help revamp the industry.
Meanwhile, Kenya Tourism Board managing director Muriithi Ndegwa said the government this financial year has allocated more than Sh600 million for the board’s operations and marketing.
He said part of the funds will be used for marketing campaigns in both traditional and emerging tourist markets to woo more holidaymakers.
The board, Mr Ndegwa said, will from October 8-10 hold the Magical Kenya Travel Expo in Nairobi as part of efforts to attract more international tourists.