Kenya is embarking on an ambitious mission to revitalize its tourism industry, and the key lies in harnessing the power of its vast diaspora community scattered across the globe.
This strategic pivot promises to propel the country’s visitor arrivals to new heights, positioning Kenya as a premier African travel destination.
The Kenya Tourism Board (KTB) has launched a campaign that taps into the power of the Kenyan diaspora. The initiative, dubbed ‘Ziara Kenya: One Diaspora, One Tourist,’ aims to transform the over three million Kenyans living abroad into passionate ambassadors for their homeland.
Having already welcomed 1.8 million tourists as at the end of August 2024, Kenya through the KTB is firmly on track to meet its ambitious goal of attracting an impressive target of 5 million tourists by 2027. As a result, the KTB has chosen to rely on the untapped potential of their missions abroad.
According to June Chepkemei, CEO of the Kenya Tourism Board, with over 60 missions abroad, these diplomatic outposts provide an ideal platform to showcase the country as the ultimate destination for international travelers as they amplify its global reach and appeal.
At the heart of this ‘Ziara Kenya’ campaign is empowerment to the diaspora so they can use their diverse talents and networks to promote their home country. From social media influencers showcasing breathtaking landscapes to business leaders facilitating trade and investment opportunities, the diaspora community is a powerful conduit for promoting the country’s tourism offerings.
“We will be working closely with the travel partners whom we are encouraging to put in place personalized travel packages, and incentives for referrals as a way of motivating Kenyans in the diaspora to join the campaigns,” said June Chepkemei.
However, this move is not only focusing on the numbers; it’s also about creating unforgettable experiences. The KTB plans to collaborate with institutions like the Kenya Utalii College to ensure that visitors receive top-notch hospitality.
“Our objective is on creating exceptional guest experiences, as KTB believes that positive experiences are the most powerful referrals,“ she added.
Additionally, the initiative has garnered support from key stakeholders. Ambassador Eliphas Barine, Director General of Political and Diplomatic Affairs in the Ministry of Foreign Affairs, has pledged the ministry’s full backing.
He highlights the growing African market as a prime opportunity, urging Kenyans in the diaspora to lead the charge in exploring the continent, starting with their home country.
“We need to synergize as industry stakeholders to ensure that our mandate is realized, and Kenyans are served. The African market is becoming increasingly exciting, and with initiatives like the Africa Agenda 2063 – ‘The Africa We Want,’ it’s time for the diaspora to begin exploring the continent, starting with Kenya,” Barine said.
Kenya continues to position itself as a leading global tourism destination. This innovative campaign demonstrates the country’s commitment to thinking outside the box.
By harnessing the passion and connections of its diaspora community, which represents a vast, well-connected network of brand ambassadors, Kenya is not just promoting tourism – it’s inviting the world to discover the warmth, beauty, and rich culture that make this East African nation truly special.
