Markets & Finance

State gives Sh900m for tourism revival

kandie

Tourism secretary Phyllis Kandie. She says the government will start campaigns to boost the country’s image abroad. PHOTO | FILE | NATION MEDIA GROUP

The government has earmarked Sh900 million for tourism recovery. Tourism secretary Phyllis Kandie said part of the funds will be used for global public relations and branding campaigns aimed at improving the country’s image in key tourist source markets in Europe and the US to boost international tourist arrivals.

Ms Kandie said the campaigns will help counter negative publicity that has portrayed Kenya as an unsafe destination following recent terror attacks.

“In order to revive the tourism sector, the government this financial year has set aside Sh900 million for the implementation of the tourism recovery plan,” she said. “We aim to reassure potential holidaymakers from our traditional source markets and the emerging markets that Kenya is safe for holidays.”

Other funds will be spent on reassurance drives in major tourist markets such as the UK, the US, Germany, Italy and France to win back the confidence of holidaymakers. Ms Kandie said the Tourism Recovery plan comes at an opportune time when calm has returned at the Coast, the centrepiece of tourism in the country.

She added that the ministry would also roll out familiarisation tours for leading international travel agents and the media to help portray a positive image of the country. The Cabinet secretary said the government has stepped up security efforts in all tourist hotspots.

“For tourism to thrive, we need a peaceful environment. This can happen if players in the sector and the public rally behind the government’s efforts to make Kenya a safe destination,” she said.

On Monday, Ms Kandie said the government would seek a review of the travel advisories issued by some Western countries to help revamp the industry now that calm has returned at the Coast.

Meanwhile, Kenya Tourism Board (KTB) managing director Muriithi Ndegwa said the government has this financial year allocated more than Sh600 million for the board’s operations. The board, he said, will aggressively market the country in key international tourist markets to help the sector recover.

Mr Ndegwa said KTB together with local hoteliers, tour operators and travel agents will participate in the World Travel Market in London in November. He added that the country targets to woo more tourists from Uganda, Tanzania, Rwanda, Ethiopia and South Africa.

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