The Kenya Tourism Board (KTB) has partnered with over 10 private companies in a deal that will see them conduct roadshow campaigns in select US cities to attract more international visitors as the holiday high season sets in.
The promotional roadshows, which began yesterday, will run until December 7 and will cover New York, Boston and Washington, D.C.
KTB chief executive Betty Radier said the campaigns will boost the country's tourism fortunes together with having national carrier Kenya Airways (KQ) operate direct flights between New York City and Nairobi.
The board is optimistic that it will generate more sales which will subsequently contribute to a sustained increase in arrivals into Kenya from the key US market.
“Our goal is to increase tourist arrivals from the US by 15 percent during the current fiscal year 2018/19,” Dr Radier said.
High disposable income
KTB says it selected the states because they have the highest per capita income levels in the US.
“The residents have high propensity for travel due to their high disposable income. New York is the number one port of departure with about 17 percent market share of travellers from US. Washington, D.C. and Boston have 4.9 percent and 4.3 percent market share of port departures respectively,” Dr Radier explained.
The roadshow comes hot on the heels of Kenya’s participation in the recently concluded 2018 United States Tour Operators Association (USTOA) annual conference in Phoenix, Arizona from November 27 to 30.
Kenya’s delegation was led by Tourism and Wildlife Cabinet Secretary Najib Balala.
KTB is betting that the recent commencement of Kenya Airways’ direct flights to New York will lead to a marked increase in the attractiveness of Kenya as a holiday destination to Americans.
“This will not only translate into a significant increase in tourism arrivals to Kenya but a significant increase in tourism earnings,” Dr Radier added.
The US is currently Kenya’s top and best performing market, accounting for 12.2 percent of total international arrivals to Kenya.