Tourism
The Kenya Tourism Board has collaborated with influencers from various African countries, including Uganda, Ethiopia, Rwanda, and Tanzania to enhance the visibility of Kenya’s tourism destinations. By leveraging on the influencers’ reach and appeal to showcase the country’s diverse attractions and attract more visitors, this has been noted as strategic move to boost tourism and drive the sector’s growth.
Speaking at the East Africa Community (EAC) Influencer Familiarization dinner, the Director of Market Development at the Kenya Tourism Board Betty Ichan said they have taken the initiative to include influencers to showcase the magic, diversity, authenticity, sustainability, and all-year-round nature of Kenya’s tourism destinations.
“Africa is our key focus market, which is why we have engaged influencers from East African countries to help us showcase Kenya’s rich tourism offerings. This is part of our broader strategy to position Kenya at the forefront of the tourism industry,” Inach said.
Noting that Africa was the highest contributor of tourism arrivals into Kenya by 42 percent, the Director noted that KTB would invest more in the African Market to increase visitors to the country. “We are investing in our low-hanging fruit. We are working with influencers, we are participating in key exhibitions, running consumer campaigns to be able to position Kenya at the top of the African Market,” she reiterated.
Ichan explained that they were collaborating with influencers because research indicated that consumers often started their search for their next holiday destination on social media, where they followed and engaged with influencers. So by partnering with these influencers, the Board aimed at tapping into this trend and effectively reach potential tourists through popular social media platforms.
Eudith, an Ethiopian influencer and TV host, shared that she experienced the magic and authenticity of Kenya during their tour saying how the journey allowed her to witness the country’s unique charm and diverse attractions firsthand.
“I have been to 68 countries but Kenya takes the cake because the Maasai Mara specifically captured my eye, to see so many wild animals in one area is amazing,” Eudith said. She expressed her enthusiasm about sharing her experiences with her followers and fans, confident that her stories and insights would inspire them to visit Kenya.
Ali Jape from Zanzibar noted that the collaboration between the influencers and the Kenya Tourism Board has significantly enhanced their understanding of the beauty and history of many of Kenya’s tourist destinations. He said that they have visited different places in the country including Amboseli National Park, Nairobi Nightlife, and Nanyuki where they did horse riding, diving in Diani, and the culture and architecture of Mombasa.