KENYA’S TOURISM ON PATH TO RECOVERY
Kenya’s tourism sector is reported to be on the path to recovery, with digital campaigns driving local and regional interest.
The African nation’s tourism sector continues to be a key economic driver as well as a source of livelihood for many, providing up to two million jobs in the country.
From the turmoil of the Covid-19 crisis, the industry is gradually reopening and is, says the country’s tourism authority, now on the path to recovery. The sector is making major strides towards a comeback, with most facilities and attractions including hotels, experiences, and game parks now open.
Currently, the destination is driving the sector’s recovery with the #RediscoverTheMagic and #TembeaKenya campaigns which are proving to be fruitful in encouraging resumption of travel. These digital platforms have also been utilized to share authentic and captivating stories from parks, communities, and cultures around the country.
Furthermore, in terms of promotion on an international level, at this week’s “We Love Travel Festival – Tourism Recovery Pop Up” in Berlin, Kenya is “Hero Networking Supporter”.
Kenya’s tourism sector is reported to be on a recovery path with most countries easing their travel restrictions and allowing people to travel out of their countries. In the month of August, the first month after resumption of international and domestic flights, the country received 14,049 international arrivals.
The Kenyan government has also significantly eased travel restrictions within the country, with the only limit currently in place being an 11pm to 4am curfew.
The destination does not expect international tourism to fully recover for some time, and is thus banking on domestic travellers to revive the sector. This said, a number of international airlines have resumed operations into the country, including British Airways, Qatar Airways, Air France, KLM, Fly Emirates, Rwanda Air, Uganda Airlines, Lufthansa Airlines, and Turkish Airlines.
During the height of the Covid-19 crisis, most of the tourism facilities in the country, including hotels, took advantage of the cessation of movement to renovate and improve their facilities. Most are now of improved standards, which will improve travellers’ experience while in the country.
At the same time, the country has seen an increase in the number of wildlife in its parks. the Amboseli National Park for instance, has reported the birth of more than 170 Elephant calves this year alone and still counting. Aside from that, Kenya’s rhino population has also significantly increased during this period, which is good news for these endangered animals which are key tourist attractions.
The country has also made deliberate efforts to align its marketing strategies to the present circumstances. The digital space has, according to Kenya’s tourism authority, presented the best platform to keep tourism destinations top of mind during the COVID-19 pandemic – to ensure that Kenya remains a destination of choice when travel resumes – keeping its products alive.
This has been done through online marketing campaigns including the #StayAtHome #TravelTommorow, and #MagicAwaits – with an aim of keeping people connected to the destination.
The future of Kenya’s tourism industry thus appears again to be well and truly on the rise.