The Kenya Tourism Board (KTB) is mobilizing Kenyans living abroad to enhance tourism promotion efforts.
Yesterday, KTB launched a new marketing initiative called “Ziara Kenya One Diaspora One Tourist.” This campaign aims to leverage the networks of Kenyans in the diaspora to attract at least one tourist per member each year, thereby spurring growth in Kenya’s tourism sector.
During the campaign launch at Kenya House, alongside the Paris Olympics, KTB CEO June Chepkemei highlighted the board’s confidence in the diaspora’s ability to drive tourism to Kenya. “The Kenyan diaspora is a powerful and patriotic community that significantly impacts our nation’s progress. This campaign will tap into their passion and goodwill to boost tourism,” she stated.
“By turning each member of the Kenyan diaspora into an ambassador for Kenya, we aim to spark enthusiasm and connections that will attract more visitors to our country.”
The initiative draws on the growing number of Kenyans living abroad, projected to reach four million by the end of 2023, as reported by the Ministry of Foreign Affairs. This expanding diaspora represents a significant opportunity for boosting tourism promotion in Kenya.
Moreover, with diaspora remittances being the country’s top foreign exchange source, reaching a record Sh671 billion (US$4.19 billion) in 2023, their importance to the economy is clear.
“Tourism revenue is the second-largest forex earner after diaspora remittances. We aim to integrate these two crucial sectors, making tourism, cultural understanding, and economic prosperity mutually reinforcing,” said Chepkemei.
The campaign is inspired by the success of other countries that have effectively engaged their diasporas to increase visitor numbers, including several in Africa.
Kenya is on track to reach pre-pandemic visitor levels, having attracted 1.96 million international tourists in 2023. KTB aims to achieve three million visitor arrivals by the end of 2023, relying on such initiatives to drive growth.
The diaspora will be supported through an online e-learning program and certification by KTB, equipping them with extensive knowledge and skills to promote Kenya passionately.
KTB plans to engage the diaspora through webinars, virtual tours highlighting Kenya’s attractions, and appointing prominent diaspora members as campaign ambassadors. They will also participate in major diaspora events to promote the campaign.
Chepkemei urged the diaspora to actively contribute to establishing Kenya as a premier tourism destination in Sub-Saharan Africa and globally. “Your support is vital as we strive to position Kenya as a top long-haul destination by 2030. Let’s work together to rediscover our roots, reconnect with our heritage, and build a brighter future for our country,” she said.
