KQ in promotion deal to drive up Kenya's tourist numbers

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The airplane flies to key routes like London, Paris and Hong Kong, giving passengers the opportunity to emotionally connect with the destination and make it more memorable.
The plan is part of an MoU to jointly market the country and venture into new routes that the ministry - through the State marketing agency Kenya Tourism Board (KTB) - signed with the national carrier in September last year.

Kenya's Tourism Ministry has partnered with national carrier, Kenya Airways (KQ), to boost the country’s visibility in both traditional and emerging markets.

Cabinet Secretary Najib Balala on Wednesday said that the sector was looking to use the airline’s visibility in potential markets within the region and Asia to drive up tourist numbers.

“We shall identify KQ offices in select markets to undertake destination branding and equip them with tourist information on travel, hotel bookings and other hotel packages for the potential tourists,” he said during the unveiling of KQ's “Magical Kenya”-branded Dreamliner 787 aircraft.

The airplane flies to key routes like London, Paris and Hong Kong, giving passengers the opportunity to emotionally connect with the destination and make it more memorable.

“Branding plays a key role in increasing destination visibility and with this, the possibility for those who spot this branding to translate it into a decision to travel to Kenya,” he added.

The plan is part of the Memorandum of Understanding (MoU) to jointly market the country and venture into new routes that the ministry - through the State marketing agency Kenya Tourism Board (KTB) - signed with the national carrier in September last year.

KTB plans to spend Sh1.6 billion in the next fiscal year to add shine to the country’s profile and attract visitors globally.

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Last year, Africa contributed to 26 per cent of total visitor arrivals of 1.1 million to the country.

Earlier this month the minister announced a Sh150 million marketing campaign in effort to reverse a drop in East African visitors following a similar successful campaign last year that have improved arrivals from Nigeria and South Africa.

KQ chief executive Mbuvi Ngunze noted that while the national carrier had experienced financial troubles, it still managed to ferry 10,000 passengers on a daily basis to various destinations.

Mr Ngunze noted that the National carrier will from Friday this week commence its direct flights to Cape Town, South Africa via Livingstone.