The Kenya Tourism Board (KTB) is utilizing Kenyan missions abroad to strengthen its diaspora tourism campaign, aiming to boost tourism arrivals into the country. The campaign, titled ‘Ziara Kenya: One Diaspora, One Tourist,’ is designed to leverage the network of over 3 million Kenyans living abroad to promote their homeland within their host countries.
The initiative aims to increase tourism arrivals, currently at 1.9 million, to a target of five million by 2027, reinforcing Kenya’s status as a preferred travel destination. During a meeting at a hotel in Nairobi, which included key heads of departments from KTB and the Ministry of Foreign Affairs, KTB CEO June Chepkemei emphasized the vital role of Kenyan missions abroad in supporting the campaign.
“Kenya has 66 missions abroad which represent our country. This existing infrastructure provides an ideal platform to position Kenya as the most attractive destination for international travelers,” said Chepkemei.
She further explained that the campaign will empower Kenyans living abroad to promote tourism within their social networks by offering incentives. “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,” Chepkemei added.
Eliphas Barine, the Director General of Political and Diplomatic Affairs in the Ministry of Foreign Affairs, reaffirmed the Ministry’s support for KTB in its efforts to enhance Kenya’s tourism potential by aligning with regional and global tourism agendas. He pointed out the vast opportunities presented by Africa’s growing market and the critical role Kenyans in the diaspora can play in attracting visitors to Kenya by showcasing the country’s rich culture, wildlife, and natural beauty.
“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, especially with initiatives like the Africa Agenda 2063,” Barine stated.
Simon Kabu, managing director of Bonfire Ventures, praised KTB for the Ziara Kenya initiative, expressing optimism that it will unify and enhance the various campaigns the private sector has been implementing to encourage Kenyans in the diaspora to promote their homeland. He noted that the travel trade will depend on KTB’s market intelligence to shape their promotional packages aimed at attracting visitors to the country.
