Kenya: Inside the new tourism strategy

Kenya's tourism sector is undergoing a transformation as the country looks to diversify its offerings and attract new markets in the wake of the COVID-19 pandemic. Mohammed Hersi, former chairman of the Kenya Tourism Federation, discussed Kenya's new tourism strategy in an interview with CNBC Africa. While the sector has shown signs of recovery with domestic tourism picking up significantly, Hersi emphasized that there is still a long way to go before reaching pre-pandemic levels. The new tourism strategy, titled 'New Vision for Kenya's Tourism,' aims to reposition the country as more than just a safari and beach destination. Hersi highlighted the importance of branding, marketing, and enhancing the experiential aspect of tourism to attract a wider range of travelers. The strategy also focuses on addressing enabling factors such as access to the destination, visa regulations, and security to create a conducive environment for tourism growth. Key points from the interview include the following: 1. Diversification of Offerings: Kenya aims to showcase its rich cultural heritage and promote adventure activities such as hiking and mountain climbing to appeal to a broader audience beyond traditional safari and beach tourists. 2. Resilience Post-COVID: Despite the ongoing challenges posed by the pandemic, Kenya's tourism sector is adapting to new trends in travel, with a growing demand from independent travelers and high-end clientele. The country is leveraging this opportunity to enhance the quality of visitors and boost average spend per tourist. 3. Election Year Resilience: With Kenya facing an election year in August, Hersi assured that the tourism sector remains resilient to any potential disruptions. He highlighted the country's track record of peaceful elections and emphasized the government's commitment to ensuring the safety and security of tourists during the electoral process. In conclusion, Kenya's new tourism strategy represents a forward-thinking approach to revitalize the sector and position the country as a diverse and resilient tourism destination. By focusing on branding, marketing, and experiential offerings while addressing key enabling factors, Kenya is paving the way for sustainable tourism growth in the post-COVID era.