New Tourism Marketing Strategy Now Targets UAE, China And Saudi Arabia

Kenya plans to increase its marketing spending in five new markets that it says have high potential for visitors and revenues.

The Tourism and Wildlife Ministry has announced that it will focus its spending on five markets: the United States, the United Kingdom, Saudi Arabia, the United Arab Emirates (UAE), and China.

The Ministry has settled on the five markets due to existing relations with Kenya making it easy for penetration and the potential to pull in a larger number of visitors compared to the East African region.

“Kenya may start by launching tailored marketing campaigns for the 1-2 countries with the highest potential within each category: US, UK, China, UAE and Saudi Arabia,” said the ministry in a new strategy paper.

South Korea, Germany, France, Canada, and India are among Kenya’s other target markets.

“Given limited marketing spend, prioritizing marketing budgets is critical to successful outreach. Other source markets should still be engaged but marketing focus should be in prioritized countries.’’

The domestic market is also among the areas largely targeted by the Ministry since it cushioned the industry during the pandemic with high visits to coastal hotels, parks and sports events.

The domestic market potential is projected to have 12 million people able to enjoy and spend on local destinations by 2030, up from 6.6 million in 2019.

The ministry of tourism have been allocated Sh1.06 billion for tourism promotion and marketing activities in the financial year beginning June, 18.3 percent up from Sh897.89 million in the supplementary budget for the current financial year.

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