Rebecca Miano, the nominee for Tourism and Wildlife Cabinet Secretary, has emphasized the need for Kenya to broaden its sources of tourists to invigorate the industry.
In her presentation to the National Assembly Committee on Appointments, Miano highlighted the necessity of reaching out to new markets, particularly in the Middle East. She noted that current data from the Ministry indicates that Kenya is underperforming in attracting visitors from regions such as the Middle East, Japan, and China.
Miano stressed the importance of diversifying tourism products and enhancing branding and communication strategies. “Our approach to tourism must prioritize branding and communication,” she stated. “We need to present our country as a well-packaged product ready to be marketed and sold.”
She also pointed out that the Ministry of Tourism must leverage innovative technology, noting the absence of a comprehensive digital platform for tourists to access information. Miano advocated for utilizing social media to advance the tourism sector.
Addressing the potential of the Coast region, Miano described it as a hidden gem with immense possibilities for tourism growth. “The Coast holds exceptional potential that could elevate our tourism industry to new heights,” she said. “With its beautiful beaches, rich culture, and unique attractions, the Coast offers a wealth of experiences.”
Miano committed to collaborating with local counties to identify and promote niche tourist attractions, ensuring that visitors enjoy a complete and enriching experience of what the Coast has to offer.
